泰安烟草有限公司“泰山”品牌卷烟营销策略研究

发布时间：2018-04-01 07:13

本文选题：泰安烟草　切入点：鲁产卷烟　出处：《山东农业大学》2015年硕士论文

【摘要】：作为世界上最大的烟草产销国,中国烟草行业产销量占到了全球产销量的近三成,地位之重要由此可见一斑。在中国,烟草行业也是国民经济的重要支柱产业,为国家财政收入和国民经济发展做出了重要贡献。2003年前的中国烟草行业可谓群雄逐鹿,各大卷烟品牌在原产地优势都很大,但在省外市场却也都一筹莫展,卷烟品牌的知名度仅限于本省,并不具备很大的竞争力,面对控烟呼声日渐提高的现状和中国进入世贸组织后世界烟草巨头的竞争压力,中国的烟草行业必须要改革。2003年起国家烟草专卖局着力推行卷烟品牌整合和工商企业业务分离,着力构建“大市场,大企业,大品牌”的烟草行业新格局。目光回到省内和泰安市场,山东省作为我国的一个经济和烟草大省,卷烟销量和利税均列全国前列,但是在2003年以来的烟草行业大变革中,“泰山”品牌却一直未能跻身先进行列。究其原因,山东烟草发展态势与全国的情况如出一辙,卷烟品牌多是市级甚至县级市场内的畅销品牌,不具备任何产地外的竞争优势。泰安市是世界知名的旅游城市,流动人口较大,随着旅游市场的开发,近年来的旅游人口呈逐年上升趋势,对卷烟的销售是一个巨大的推动力,特别是“泰山”品牌借助泰山的号召力,理应有非常良好的销售前景,但是目前“泰山”品牌在泰安市的销售情况并没有达到预期。如何整合优势资源,提升“泰山”品牌卷烟在泰安市场的竞争力,是一个需要仔细研究的当务之急,也是推动“泰山”品牌销量提升的关键问题之一。为更好的解决“泰山”品牌卷烟在泰安市场的发展问题,构建真正切实有效的营销策略,本文首先以品牌营销相关理论为切入点,详细分析了我国烟草行业所处的宏观环境和泰安烟草卷烟品牌营销所处微观环境。针对宏观环境文中运用PEST分析法分析我国烟草行业所处环境;针对泰安烟草市场所处微观环境,紧紧抓住市场营销的核心:消费者,同时结合泰安市场实际,有针对性的开展消费市场调研和泰山景区市场调研,进一步明确泰安市卷烟总体市场和重点市场概况。结合对宏观、微观的概括分析,继而从零售终端资源管理、景区市场开发、婚庆市场引导等角度,对“泰山”品牌卷烟的营销策略进行了再建。新的营销策略对销量目标进行了量化,使“泰山”品牌的营销工作目标更为明确,策略以更为精准的消费者需求为切入点,紧紧抓住卷烟零售终端这一重要节点,通过对零售终端的调查、评价重新对其进行分类,以此来向零售客户提供更为准确的帮扶和支持,同时针对泰山景区等重点市场,制订了更有针对性的营销策略,确保重点市场的突破,引领整体卷烟销售的提升,最后,为确保以上策略能够顺利实施,起到实际效果,还构建了《泰安烟草绩效考核管理办法》和《“泰山”品牌培育专项考核管理办法》,两项制度的推行必然会使广大烟草营销人员工作思路更为清晰、工作方向更为明确,为营销目标的实现起到保驾护航的作用。
[Abstract]:As the world's largest tobacco production country, China tobacco industry production and sales accounted for nearly 30% of global production and sales of the important status in the Chinese. This remarkable, the tobacco industry is an important pillar industry of the national economy, national fiscal revenue and the development of the national economy has made important contributions to.2003 years ago, the tobacco industry is China the cigarette brand in the feudal lords vying for the throne, origin are of great advantage, but in the domestic market but also have no cigarette brand awareness is limited to the province, do not have very competitive, facing the competition pressure of the world tobacco giant voice control status rising and China into WTO, Chinese tobacco industry must reform.2003 since the State Tobacco Monopoly Bureau to carry out cigarette brand integration and business operations, efforts to build a "big market, big companies, big brands" The new pattern of the tobacco industry. Back to the province and Tai'an, Shandong Province as the country's economy and a big province of tobacco, cigarette sales and profits are among the forefront of the country, but in 2003 since the tobacco industry transformation, "Taishan" brand has been unable to advanced ranks. The reason, development trend Shandong tobacco and the national situation is exactly the same, even cigarette brands are most in the county-level market selling brand, do not have any place outside the competition. Tai'an city is the world famous tourist city, the floating population is large, with the development of the tourism market in recent years, the tourism population increased year by year, the sales of cigarettes is a huge driving force, especially the "Taishan" brand by Taishan's appeal, should have very good sales prospects, but the current "Taishan" brand in Tai'an City Sales Did not meet expectations. How to integrate the advantages of resources, enhance the "Taishan" brand of cigarettes in the Tai'an market competitiveness, is a pressing matter of the moment a need to carefully study, but also to promote the "one of the key problems of Taishan" brand sales promotion. In order to solve problems in the development of "Taishan" brand cigarette market in Tai'an, to build a truly effective the marketing strategy, based on the relevant theories of brand marketing as the breakthrough point, analyzes the macro environment of China's tobacco industry and the Tai'an tobacco cigarette brand marketing and the micro environment. Aiming at the macro environment with PEST analysis of China's tobacco industry environment in Tai'an; the micro environment of the tobacco market, firmly grasp the core of marketing: consumers, combined with the actual Tai'an market, the consumer market research and market research to carry out the Taishan scenic area of, To further clarify the situation of Tai'an cigarette general market and key market. Based on the analysis of macro, micro summary, and then from the retail terminal resource management, market development area, the wedding market guide angle of "Taishan" brand cigarette marketing strategy was built. The new marketing strategy has carried on the quantification to the sales target, make "Taishan" brand marketing strategy is more clearly, with more accurate consumer demand as the starting point, seize the important nodes of the cigarette retail terminal, through the investigation of the retail terminal, re evaluation of its classification, in order to retail customers to provide more accurate assistance and support, at the same time in Taishan scenic spots and other key markets, develop more targeted marketing strategy, to ensure that the focus of the market breakthrough, leading the whole cigarette sales promotion, finally, to ensure that the strategy can shun The implementation, to the actual effect, also constructs the performance appraisal management of Tai'an tobacco > > and < "Taishan" brand cultivation measures on the administration of the special assessment, two of the implementation of the system will make the work of thinking the tobacco marketing personnel is more clear, work more clear, to achieve the marketing target to escort the role of escort.

【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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