山东东营烟草有限公司营销策略研究

发布时间：2018-03-22 06:06

本文选题：东营　切入点：烟草　出处：《武汉工程大学》2015年硕士论文　论文类型：学位论文

【摘要】：制定并实施有效的营销策略有助于企业更好地发挥优势、掌控市场,创造更高的利润。山东东营烟草有限公司作为地市级烟草商业企业,在当前社会控烟环境和经济下行压力下,卷烟营销难度大,营销工作效果差,企业利润增长缓慢。制定并实施更加科学有效的烟草营销策略,更好的满足市场需求,保持企业销售业绩增长,已成为摆在山东东营烟草有限公司面前的重要课题。本文运用市场营销的相关理论,采用环境分析和SWOT模型等方法,对山东东营烟草有限公司卷烟营销进行了深入分析,提出其营销策略及其实施保障措施。主要研究内容:首先,阐述了市场营销的相关理论,包括4P、4C、4R理论等;接着,分析了山东东营烟草有限公司卷烟营销的宏观及微观环境,分析了公司营销现状,指出了卷烟营销存在的主要问题;然后,在环境和现状分析的基础上,分别从产品、价格、渠道、促销等方面提出了构建山东东营烟草有限公司营销策略的基本思想;最后,提出了实施东营卷烟营销策略的保障措施,以确保卷烟营销策略有效实施。本文根据山东东营烟草有限公司卷烟营销现状和作者工作岗位选题,系统深入研究了山东东营烟草公司营销策略,是一次十分有益的探索。论文的研究成果,不仅能够应用于山东东营烟草有限公司营销实践,提高营销的有效性,增强企业竞争力和经济效益;亦可供其他类似企业参考借鉴。
[Abstract]:Making and implementing effective marketing strategies will help enterprises to better exert their advantages, control the market and create higher profits. Shandong Dongying Tobacco Co., Ltd. is a prefecture-level tobacco commercial enterprise. Under the current social environment of tobacco control and the downward pressure of economy, cigarette marketing is difficult, the effect of marketing is poor, and the profit growth of enterprises is slow. A more scientific and effective tobacco marketing strategy is formulated and implemented to better meet the market demand. It has become an important subject for Shandong Dongying Tobacco Co., Ltd to maintain the growth of enterprise sales performance. This paper applies the relevant theories of marketing, environmental analysis and SWOT model, etc. This paper deeply analyzes cigarette marketing of Shandong Dongying Tobacco Co., Ltd., puts forward its marketing strategy and its implementation guarantee measures. The main research contents are as follows: firstly, the related theories of marketing, including 4Pn4CX 4R theory, etc. This paper analyzes the macro and micro environment of cigarette marketing in Shandong Dongying Tobacco Co., Ltd., analyzes the present situation of the company's marketing, points out the main problems existing in cigarette marketing, and then, on the basis of the analysis of the environment and the present situation, analyzes the products and prices, respectively. In the aspects of channel, promotion and so on, the author puts forward the basic idea of constructing the marketing strategy of Shandong Dongying Tobacco Co., Ltd. Finally, it puts forward the safeguard measures to carry out the marketing strategy of Dongying cigarette. In order to ensure the effective implementation of cigarette marketing strategy, according to the current situation of cigarette marketing in Shandong Dongying Tobacco Co., Ltd and the selection of the author's position, this paper systematically and deeply studied the marketing strategy of Shandong Dongying Tobacco Company. The research results of this paper not only can be applied to the marketing practice of Shandong Dongying Tobacco Co., Ltd., but also can be used for reference by other similar enterprises.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

【参考文献】