云产烟在陕西榆林的营销策略研究

发布时间：2018-07-17 20:39

【摘要】：烟草产业是云南第一大产业,是最具竞争力的传统优势特色产业,是云南经济的第一支柱,做强做大烟草产业对云南经济的发展至关重要。在“要向改革要红利”的指导下,2014年2月云南中烟有限责任公司启动了“两统一、两整合”重大改革,即对两红集团的市场营销、技术研发进行统一,以及品牌整合、多元化整合。市场营销方面是将原红云红河集团与红塔集团的市场营销中心统一后组建云南中烟有限责任公司营销中心,那么就意味着榆林卷烟市场不再是从前的各自为政,而是要对品牌、市场等进行重新梳理定位,对资源进行合理分配。本文从烟草行业的宏观环境、榆林的经济以及卷烟市场进行了简析,对云产烟的重点规格品牌布局、竞争态势以及促销进行了专项分析,并用SWOT分析法进行了总结性分析,提炼问题,找准云产烟在榆林的优势、劣势、机会和威胁,提出了云产烟在陕西榆林市场的营销策略。
[Abstract]:Tobacco industry is the largest industry in Yunnan province, the most competitive traditional advantage characteristic industry, and the first pillar of Yunnan economy. It is very important to strengthen and enlarge tobacco industry for the development of Yunnan economy. Under the guidance of "to pay dividends to reform", Yunnan Zhongyan Co., Ltd. launched a major reform of "two Unity, two Integration" in February 2014, that is, to unify the marketing, technology development, and brand integration of the two Red groups. Diversity and integration. In terms of marketing, after unifying the marketing centers of the original Hongyun Honghe Group and Hongta Group, the marketing center of Yunnan Zhongyan Co., Ltd. was established, which means that the Yulin cigarette market is no longer the same as it used to be, but rather the brand. The market and so on to rearrange the localization, carries on the reasonable allocation to the resources. In this paper, the macro environment of tobacco industry, the economy of Yulin and the cigarette market are briefly analyzed, and the distribution of the key brand, the competitive situation and the promotion of cloud tobacco are analyzed, and the conclusion is analyzed by SWOT analysis. In order to find out the advantages, disadvantages, opportunities and threats of cloud tobacco production in Yulin, this paper puts forward the marketing strategy of cloud production tobacco in Yulin market of Shaanxi province.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

【相似文献】