CZ市烟草公司市场营销战略策略调整研究

发布时间：2018-04-24 03:14

本文选题：CZ市烟草公司 + SWOT　；参考：《广西大学》2015年硕士论文

【摘要】：随着我国加入WT0,国内烟草企业面临着来自国际烟草巨头的竞争压力,市场竞争的加剧,推动着烟草管理体制市场化进程的加快。我国烟草行业企业将不得不站在一个崭新、公平、公开的国际竞争平台上,直面实力强大的对手,参与国际国内市场的角逐。正确的企业战略是取得成功的前提,但是当前烟草企业的市场营销战略策略还存在不足,这对所有烟草公司来说都是需要迫切解决改善的问题,做好烟草企业的市场营销战略计划不仅对烟草企业有着重要意义,且关系着其前途和命运。通过有效可行的营销战略策略实行市场营销来参与市场竞争,可提升公司的市场竞争力。本文首先从市场营销战略策略出发探讨了其相关理论；其次,分析了CZ公司的营销现状,对卷烟消费者和零售客户做了市场调查,探讨了CZ公司当前经营情况以及内外部环境情况,在此基础上,有针对性的提出了市场营销战略计划和实施规划,并根据战略要求给公司制定出适合的营销组合策略。最后,为确保战略和策略得到有效贯彻和执行,本文对营销战略的实施和控制方法进行了深入研究,从控制措施应遵循的原则、步骤、方法入手,提出用制度、财务、组织的保障措施,以及用人员激励的方法确保战略执行的方法。
[Abstract]:With China's entry into WTO, the domestic tobacco enterprises are facing the competition pressure from the international tobacco giants, the intensification of market competition, and the acceleration of the marketization process of tobacco management system. Chinese tobacco industry enterprises will have to stand on a brand new, fair and open international competition platform, face up to the powerful competitors, participate in the international and domestic market competition. The correct corporate strategy is the prerequisite for success, but the current marketing strategy of tobacco enterprises is still inadequate, which is an urgent need to solve the problem of improvement for all tobacco companies. To do well the marketing strategy plan of tobacco enterprises is not only of great significance to tobacco enterprises, but also related to the future and destiny of tobacco enterprises. Through effective and feasible marketing strategy to carry out marketing to participate in market competition, can enhance the company's market competitiveness. This paper first discusses the relevant theories from the marketing strategy, secondly, analyzes the current marketing situation of CZ Company, and makes a market survey on cigarette consumers and retail customers. This paper probes into the current operating situation and the internal and external environment of CZ Company, and on this basis, puts forward the marketing strategic plan and implementation plan, and formulates the suitable marketing combination strategy for the company according to the strategic requirements. Finally, in order to ensure the effective implementation and implementation of the strategy and strategy, this paper makes a deep study on the implementation and control methods of the marketing strategy, starting with the principles, steps, methods to be followed by the control measures, putting forward the system and finance, The organization's safeguards, as well as the use of personnel incentives 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】：2015
【分类号】：F426.8;F274

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