H烟草工业公司营销策略研究

发布时间：2018-03-14 13:43

本文选题：烟草行业　切入点：营销策略　出处：《黑龙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：国民经济中烟草行业为特殊行业,作为中国的经济产业支柱之一,为国家经济发展提供了支持,但随着国民对烟草认知的改变,及我国加入世贸组织一体化带来的经济体制改变,烟草行业在近年来遇到许多挑战。对于长期受到政府保护的烟草行业来说,专卖专营已经成为其经营特点,缺乏适应市场变化、适应发展需求的营销策略,这对其持续发展形成阻碍。因此如何在逆境中突变,如何依据市场走势调整自身战略方针,成为研究者主要思考方向。论文从H烟草公司面临的营销环境出发,分析国内外烟草行业营销特点、我国烟草行业的营销现状、存在的问题,着重以PEST法分析H烟草公司面临的政策、经济、环境、技术环境。为H烟草公司制定了符合市场发展的营销策略,包括品牌策略、分销渠道策略、促销策略、网络营销、体验营销等营销组合策略。
[Abstract]:Tobacco industry is a special industry in the national economy. As one of the pillars of China's economic industry, it has provided support for the national economic development. But with the change of people's cognition of tobacco, As well as the economic system changes brought about by the integration of China's accession to the WTO, the tobacco industry has encountered many challenges in recent years. For the tobacco industry, which has been protected by the government for a long time, monopoly and monopoly has become its management characteristic. The lack of marketing strategy to adapt to market changes and development needs hinders its sustainable development. Therefore, how to change in adversity, how to adjust its own strategic policy according to market trend, From the marketing environment faced by H Tobacco Company, this paper analyzes the marketing characteristics of tobacco industry at home and abroad, the marketing status quo of tobacco industry in China, and the existing problems. The PEST method is used to analyze the policy, economy, environment and technical environment of H Tobacco Company. The marketing strategies, including brand strategy, distribution channel strategy, promotion strategy and network marketing strategy, are developed for H Tobacco Company. Experience marketing and other marketing mix strategy.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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