韶山烟草营销策略优化研究
发布时间：2018-12-08 14:11
【摘要】：长期以来,我国烟草行业实行国家专卖专营制度,国家对烟草行业采取“统一领导、垂直管理、专卖专营”的政策。经过多年持续发展,烟草行业的产品质量不断提升,经营行为不断规范,逐步保障了消费者利益,稳步提高了国家财政收入。但近些年来,中国烟草行业面临“四大难题”和“四大挑战”的重重压力,发展进入瓶颈期。进入2016年,受社会经济发展“新常态”和控烟要求提高等外部因素的影响,烟草行业出现了“三个大幅下滑”和“两个居高不下”的现象,营销策略、营销内部供求关系以及烟草品牌发展等问题开始凸显,营销体制改革已刻不容缓。韶山市烟草分公司面临着烟草行业发展的共同难题,优化企业的营销策略,提升产品竞争力已然成为当前韶山烟草公司的重要诉求。本文基于市场营销基本理论,通过对韶山烟草分公司营销状况的分析,揭示其在产品供求、货源保障、市场价格、零售终端建设与促销活动方面存在的问题,运用文献研究法、定性分析与定量分析结合法、归纳分析和比较分析法,对营销渠道、价格策略、品牌产品策略、促销策略及其实施方案等进行优化,以期达到货源供给科学到位、品牌培育成效显著、社会效益不断提升的目的,进而实现韶山烟草分公司持续稳定发展。韶山烟草营销策略优化研究以韶山市烟草分公司营销现状为研究对象,在回顾国内外相关文献的基础上,阐述市场营销的概念、内涵和目的,梳理市场营销的相关理论,分析烟草营销的特性,探究韶山市烟草分公司营销的基本情况;分析韶山烟草所处的宏观环境和产业环境,从公司的物流管理、人力资源和采购等方面分析其所处的内部环境;然后从韶山烟草分公司营销现状着手,分析韶山烟草营销方面存在的主要问题。最后根据实际情况,分别从产品策略、价格策略、渠道策略、促销策略等方面提出营销策略的优化措施。为了确保营销策略的顺利开展,本文从公司组织结构、财务保障系统、市场营销策略、生产管理措施和企业文化方面制定了实施和控制的具体措施。当前,烟草商业企业都在积极研究市场营销策略,以期更好的运用于当前的卷烟营销。相信本文研究成果不仅对韶山市烟草分公司的发展提出了有益的规划,对同行业其它公司在卷烟营销策略的改进方面也将有一定的参考价值。
[Abstract]:For a long time, China's tobacco industry has implemented the national monopoly system, and the government has adopted the policy of "unified leadership, vertical management and monopoly" to the tobacco industry. After years of continuous development, the product quality of tobacco industry has been continuously improved, business behavior has been standardized, consumer interests have been gradually protected, and the national financial revenue has been steadily raised. But in recent years, the Chinese tobacco industry is facing the pressure of "four big problems" and "four big challenges", and has entered a bottleneck period. In 2016, under the influence of external factors such as the "new normal" of social and economic development and the improvement of tobacco control requirements, the tobacco industry has appeared the phenomenon of "three large declines" and "two high levels". The problems of internal supply and demand of marketing and the development of tobacco brand begin to highlight, and the reform of marketing system is urgent. Shaoshan Tobacco Company is faced with the common problem of tobacco industry development. It has become an important demand of Shaoshan Tobacco Company to optimize the marketing strategy and enhance the product competitiveness. Based on the basic theory of marketing, through the analysis of the marketing situation of Shaoshan Tobacco Company, this paper reveals the problems existing in the supply and demand of products, the supply and demand of goods, the market price, the construction of retail terminals and the promotion activities. Combining qualitative analysis with quantitative analysis, inductive analysis and comparative analysis, optimize marketing channel, price strategy, brand product strategy, promotion strategy and its implementation plan, in order to achieve scientific supply of goods. The purpose of brand cultivation is remarkable and the social benefit is continuously improved, and then the sustainable and stable development of Shaoshan Tobacco Branch is realized. Shaoshan tobacco marketing strategy optimization research taking Shaoshan tobacco branch marketing status as the research object, on the basis of reviewing the domestic and foreign related literature, expounds the concept, the connotation and the purpose of the marketing, combs the related theory of the marketing. Analyze the characteristics of tobacco marketing, explore the basic situation of Shaoshan tobacco branch marketing; This paper analyzes the macro-environment and industrial environment of Shaoshan tobacco, and analyzes the internal environment of Shaoshan tobacco from the aspects of logistics management, human resources and procurement. Then, the main problems in Shaoshan tobacco marketing are analyzed from the current marketing situation of Shaoshan Tobacco Company. Finally, according to the actual situation, the optimization measures of marketing strategy are put forward from the aspects of product strategy, price strategy, channel strategy, promotion strategy and so on. In order to ensure the smooth development of marketing strategy, this paper formulates the implementation and control measures from the aspects of organization structure, financial security system, marketing strategy, production management measures and corporate culture. At present, tobacco commercial enterprises are actively studying the marketing strategy in order to better apply to the current cigarette marketing. It is believed that the research results of this paper not only put forward beneficial planning for the development of Shaoshan tobacco branch, but also have some reference value for the improvement of cigarette marketing strategy of other companies in the same industry.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8
本文编号：2368493
[Abstract]:For a long time, China's tobacco industry has implemented the national monopoly system, and the government has adopted the policy of "unified leadership, vertical management and monopoly" to the tobacco industry. After years of continuous development, the product quality of tobacco industry has been continuously improved, business behavior has been standardized, consumer interests have been gradually protected, and the national financial revenue has been steadily raised. But in recent years, the Chinese tobacco industry is facing the pressure of "four big problems" and "four big challenges", and has entered a bottleneck period. In 2016, under the influence of external factors such as the "new normal" of social and economic development and the improvement of tobacco control requirements, the tobacco industry has appeared the phenomenon of "three large declines" and "two high levels". The problems of internal supply and demand of marketing and the development of tobacco brand begin to highlight, and the reform of marketing system is urgent. Shaoshan Tobacco Company is faced with the common problem of tobacco industry development. It has become an important demand of Shaoshan Tobacco Company to optimize the marketing strategy and enhance the product competitiveness. Based on the basic theory of marketing, through the analysis of the marketing situation of Shaoshan Tobacco Company, this paper reveals the problems existing in the supply and demand of products, the supply and demand of goods, the market price, the construction of retail terminals and the promotion activities. Combining qualitative analysis with quantitative analysis, inductive analysis and comparative analysis, optimize marketing channel, price strategy, brand product strategy, promotion strategy and its implementation plan, in order to achieve scientific supply of goods. The purpose of brand cultivation is remarkable and the social benefit is continuously improved, and then the sustainable and stable development of Shaoshan Tobacco Branch is realized. Shaoshan tobacco marketing strategy optimization research taking Shaoshan tobacco branch marketing status as the research object, on the basis of reviewing the domestic and foreign related literature, expounds the concept, the connotation and the purpose of the marketing, combs the related theory of the marketing. Analyze the characteristics of tobacco marketing, explore the basic situation of Shaoshan tobacco branch marketing; This paper analyzes the macro-environment and industrial environment of Shaoshan tobacco, and analyzes the internal environment of Shaoshan tobacco from the aspects of logistics management, human resources and procurement. Then, the main problems in Shaoshan tobacco marketing are analyzed from the current marketing situation of Shaoshan Tobacco Company. Finally, according to the actual situation, the optimization measures of marketing strategy are put forward from the aspects of product strategy, price strategy, channel strategy, promotion strategy and so on. In order to ensure the smooth development of marketing strategy, this paper formulates the implementation and control measures from the aspects of organization structure, financial security system, marketing strategy, production management measures and corporate culture. At present, tobacco commercial enterprises are actively studying the marketing strategy in order to better apply to the current cigarette marketing. It is believed that the research results of this paper not only put forward beneficial planning for the development of Shaoshan tobacco branch, but also have some reference value for the improvement of cigarette marketing strategy of other companies in the same industry.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8
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