南昌市烟草公司货源投放研究
发布时间：2018-12-08 07:25
【摘要】：近几年来,烟草行业飞速发展,销量和税利增长势头强劲,发展步伐明显加快。在发展的同时,烟草行业也始终紧跟我国改革开放的步伐。烟草产品既是遵循市场规律的一般商品又是被国家专卖政策保护且垄断经营的特殊商品,正是这种双重属性,使得卷烟商品一方面要坚持国家的政策领导,实现烟草本身的特殊功能,另一方面又要贴合市场,遵循市场化规律,最大程度的提升自身竞争实力和零售客户满意度。尤其在卷烟货源投放方面,更是要走市场化路线,才能取得烟草行业的长足发展。本文从烟草行业卷烟货源投放形势的大背景下出发,通过对南昌烟草公司外部市场环境和内部营销现状包括品牌和货源等的分析,总结出南昌市烟草公司货源投放策略上存在的问题,如高档卷烟的分配、货源政策的倾斜、紧俏货源的投放、省产烟的销售等。从这些具体问题出发,结合南昌市烟草公司的具体货源投放流程,进行货源投放的相关改进研究。制定了三项具体措施:一是建立客户分级评价体系,二是货源总量管理方面,根据客户真实销售情况,核定客户货源供应总量上限,三是具体投放策略方面,按货源属性并结合价类、地区、客户级别、客户需求等因素进行策略制定。最后从经济效益和社会效益两方面进行评估,运用量化指标的对比来发现方案的优势和不足之处。
[Abstract]:In recent years, the tobacco industry has developed rapidly, sales volume and tax profit growth momentum is strong, the pace of development is obviously accelerated. At the same time, the tobacco industry has always followed the pace of reform and opening up in China. Tobacco products are not only general commodities that follow the market law, but also special commodities protected and monopolized by the national monopoly policy. It is precisely this dual attribute that makes cigarette commodities insist on the national policy leadership on the one hand. To realize the special function of tobacco itself, on the other hand, it is necessary to match the market, follow the law of marketization, and promote its own competitive strength and retail customer satisfaction to the greatest extent. Especially in the supply of cigarette, it is necessary to take the market-oriented route in order to achieve the rapid development of the tobacco industry. Under the background of the situation of cigarette supply in tobacco industry, this paper analyzes the external market environment and internal marketing situation of Nanchang Tobacco Company, including brand and supply, etc. The problems existing in the supply strategy of Nanchang tobacco company are summarized, such as the distribution of high-grade cigarettes, the tilting of the supply policy, the tight supply of goods, the sale of tobacco production and so on. Starting from these specific problems, combined with the specific supply delivery process of Nanchang Tobacco Company, the improvement of supply source delivery is studied. Three specific measures have been formulated: first, to establish a customer rating evaluation system; second, to determine the upper limit of the total supply of goods supplied by customers according to the actual sales situation of the customers; and third, to specify the delivery strategy. According to the source attribute and combined with price category, region, customer level, customer demand and other factors to make the strategy. Finally, the advantages and disadvantages of the scheme are found through the comparison of the quantitative indexes from the two aspects of economic and social benefits.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8
本文编号：2367945
[Abstract]:In recent years, the tobacco industry has developed rapidly, sales volume and tax profit growth momentum is strong, the pace of development is obviously accelerated. At the same time, the tobacco industry has always followed the pace of reform and opening up in China. Tobacco products are not only general commodities that follow the market law, but also special commodities protected and monopolized by the national monopoly policy. It is precisely this dual attribute that makes cigarette commodities insist on the national policy leadership on the one hand. To realize the special function of tobacco itself, on the other hand, it is necessary to match the market, follow the law of marketization, and promote its own competitive strength and retail customer satisfaction to the greatest extent. Especially in the supply of cigarette, it is necessary to take the market-oriented route in order to achieve the rapid development of the tobacco industry. Under the background of the situation of cigarette supply in tobacco industry, this paper analyzes the external market environment and internal marketing situation of Nanchang Tobacco Company, including brand and supply, etc. The problems existing in the supply strategy of Nanchang tobacco company are summarized, such as the distribution of high-grade cigarettes, the tilting of the supply policy, the tight supply of goods, the sale of tobacco production and so on. Starting from these specific problems, combined with the specific supply delivery process of Nanchang Tobacco Company, the improvement of supply source delivery is studied. Three specific measures have been formulated: first, to establish a customer rating evaluation system; second, to determine the upper limit of the total supply of goods supplied by customers according to the actual sales situation of the customers; and third, to specify the delivery strategy. According to the source attribute and combined with price category, region, customer level, customer demand and other factors to make the strategy. Finally, the advantages and disadvantages of the scheme are found through the comparison of the quantitative indexes from the two aspects of economic and social benefits.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8
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