基于客户价值提升的NN市烟草公司4V营销策略研究

发布时间：2018-03-17 07:52

本文选题：烟草公司　切入点：客户价值　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着近年来我国经济下行压力与控烟形势的加剧,社会公众要求烟草行业改革的呼声越来越大,烟草商业企业也迎来了自身经济效益增长的瓶颈期。在多方面压力下,为了使企业实现销量、税利不下降的目标,烟草企业需要改善客我关系,提升营销水平,通过更高效的营销策略来解决营销问题。当前烟草企业的市场营销策略还存在不足,这对所有烟草公司来说都是需要迫切解决改善的问题。因此,要解决以上问题,需要聚焦客户盈利的提升,让烟草企业产品和服务的竞争力提升到适应市场化取向改革的水平,使客户的满足感提升到最大值,从而提升客户价值。本文主要探讨基于客户价值提升的NN市烟草公司4V营销策略。论文首先综述了客户价值理论及营销策略的理论研究及运用;其次结合NN市卷烟市场零售客户的现状,分析客户价值构成及提升途径;再次进行分析NN市烟草公司目前的营销环境,探讨了NN市烟草公司当前的宏观和微观经营环境,找到行业发展的机会和威胁,为营销策略的制定提供依据,结合4V营销策略理论,设计以客户为出发点的营销策略来提升零售客户的经济价值、情感价值、便利价值;最后在公司员工队伍、企业管理和营销网络层面提出了确保策略执行的方法。
[Abstract]:With the downward pressure of economy and the intensification of tobacco control situation in China in recent years, the public calls for the reform of the tobacco industry are becoming more and more strong, and the tobacco commercial enterprises have also ushered in the bottleneck period of their own economic benefits growth. In order to make the enterprise realize the target of the sales volume and the tax profit does not decline, the tobacco enterprise needs to improve the relationship between the customers and the self, improve the marketing level, and solve the marketing problem through more efficient marketing strategy. There are still some shortcomings in the marketing strategy of the current tobacco enterprise. This is an urgent need for all tobacco companies to solve the problem of improvement. Therefore, in order to solve the above problems, we need to focus on enhancing the profitability of our customers, so that the competitiveness of tobacco enterprises' products and services can be raised to the level of adapting to market-oriented reforms. This paper mainly discusses the 4V marketing strategy of the tobacco company of NN based on the promotion of customer value. Firstly, this paper summarizes the theoretical research and application of customer value theory and marketing strategy. Secondly, combined with the current situation of the retail customers in the cigarette market of NN, this paper analyzes the composition of customer value and the way to promote it. Thirdly, it analyzes the current marketing environment of the tobacco company in NN, and probes into the current macro and micro operating environment of the tobacco company in NN. To find the opportunity and threat of industry development, to provide the basis for the formulation of marketing strategy, combined with the 4V marketing strategy theory, to design a customer-oriented marketing strategy to enhance the retail customer's economic value, emotional value, convenience value; Finally, in the company staff, enterprise management and marketing network level to ensure the implementation of the strategy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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