株洲烟草公司精细化营销策略研究

发布时间：2018-05-14 18:16

本文选题：株洲烟草公司 + 烟草行业　；参考：《湖南大学》2015年硕士论文

【摘要】：当今企业生存面临着严峻的市场环境,如竞争的日益激烈、资源的稀缺以及消费者需求的多样化,这要求企业在生产经营活动中采用科学合理的营销策略,而最近几年受到企业界和理论界极大关注的精细化营销策略毫无疑问是非常合适的营销模式,越来越多的品牌和企业更加注重终端市场,特别是消费者的感受,以此来制定企业和品牌发展战略。通过更细致、准确、便捷、精密地为消费者提供优质、高效的服务来赢得更为广泛的市场份额,促使企业或品牌实现新的飞跃。本文以株洲烟草企业作为主要研究对象,在对4C营销理论、客户让渡价值理论、二八定律及顾客金字塔理论、烟草营销相关研究进行系统综述和回顾的基础上,首先对株洲烟草企业市场环境进行分析,再对其营销管理现状进行剖析,提出株洲烟草营销管理存在的问题。随后,提出株洲烟草精细化营销的原则及思路,’同时对业务流程进行规范。株洲烟草精细化营销的方案主要包括数据收集与整理、客户细分与定位、部门职责明确、精准需求预测、精准卷烟货源组织、精准卷烟投放、客户增值服务等。最后,对株洲烟草实施精准化营销提出实施步骤及保障措施。本文针对株洲烟草公司的发展实际,分析了株洲烟草精细化营销的现状和问题,并针对性的提出了株洲烟草公司精细化营销的具体方案、实施步骤等,对于推动株洲烟草精细化营销有一定的实际意义,同时对于精细化营销在烟草企业营销管理中的深化运用具有一定的指导意义。
[Abstract]:Nowadays, enterprises are faced with a severe market environment, such as the increasingly fierce competition, the scarcity of resources and the diversification of consumer demand, which requires enterprises to adopt scientific and reasonable marketing strategies in their production and operation activities. In recent years, the refined marketing strategy, which has received great attention from the business and theoretical circles in recent years, is undoubtedly a very suitable marketing model. More and more brands and enterprises are paying more attention to the end market, especially the feelings of consumers. In order to formulate the enterprise and brand development strategy. Through more meticulous, accurate, convenient, precision to provide high quality, efficient service to consumers to win a wider market share, to promote the enterprise or brand to achieve a new leap. In this paper, Zhuzhou tobacco enterprises as the main research object, on the basis of the 4C marketing theory, customer transfer value theory, the law of 28 and customer pyramid theory, tobacco marketing related research on the basis of a systematic review and review. Firstly, the market environment of Zhuzhou tobacco enterprise is analyzed, then the current situation of its marketing management is analyzed, and the existing problems of Zhuzhou tobacco marketing management are put forward. Subsequently, the paper puts forward the principles and ideas of tobacco fine marketing in Zhuzhou and standardizes the business process. Zhuzhou tobacco fine marketing program mainly includes data collection and collation, customer segmentation and positioning, department responsibilities clear, accurate demand prediction, accurate cigarette supply organization, precision cigarette placement, customer value-added services and so on. Finally, the implementation steps and safeguard measures of precision marketing of Zhuzhou tobacco are put forward. According to the development practice of Zhuzhou Tobacco Company, this paper analyzes the current situation and problems of Zhuzhou tobacco fine marketing, and puts forward the specific plan, implementation steps and so on. It has a certain practical significance for promoting the fine marketing of Zhuzhou tobacco, and has certain guiding significance for the further application of the refined marketing in the marketing management of tobacco enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8

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