基于价值共创理论的农村卷烟营销策略研究

发布时间：2019-01-10 07:00

【摘要】：2015年中央农村工作会议强调:大力发展农业产业化,积极发展多种形式适度规模经营,加大农业产业和资金投入力度。这对农村卷烟市场的开发是一个重大的契机,为此,国家烟草专卖局认真贯彻农村烟草工作,并积极加强“市场化取向”改革,而山东农村卷烟市场2014年份销售量220万箱,占总销量的60%,在“总量控制,销紧平衡”的调控方针下,农村卷烟市场的培育与研发显得尤为重要。鉴于此,本研究以价值共创的理论为指导,以D市农村卷烟消费市场为主要研究对象,重点研究了四个方面的内容:第一,文献回顾了本研究的相关理论,并界定了核心概念。首先回顾了价值共创理论,包括价值共创的内涵、共创的领域,并界定了卷烟消费价值共创。其次,最后,回顾了共创价值,包括实用价值、情感价值和社会价值,并从卷烟消费的视角界定了三种价值的内涵。该部分研究为后续研究奠定了理论基础。第二,分析了D市农村卷烟消费市场现状。分析了D市近5年的农村卷烟销售数据,研究发现销售量和销售结构基本都呈上升的趋势,未来具有进一步挖掘的潜力。以问卷调查的方式获取数据分析了D市农村卷烟个体消费的现状,研究发现其具有卷烟消费目的各异、档次低、消费观念落后、忠诚度高等特点,而农村卷烟消费价值共创营销则需要针对其市场现状展开。采用问卷调查的方式获取数据,分析了农村卷烟集体消费的特点,研究发现其消费层次非常低,且婚庆和生子两大集体消费的潜力比较大。第三,分析了影响农村卷烟价值共创的宏观因素(政治法律环境、经济环境、社会文化环境)和微观因素(工业企业卷烟供应能力、卷烟商业企业的营销能力、卷烟零售客户的经营能力和卷烟消费者的消费能力),构建了基于服务主导逻辑的消费者、零售客户、卷烟商业企业、卷烟工业企业四方价值共创的营销模式,包括价值共创营销的内涵界定、相关概念的内涵界定、工商零与顾客共创营销的模式框架和共创营销策略。以婚庆集团消费为例设计了农村卷烟集体消费价值共创营销的实施方案。第四,农村卷烟消费价值共创营销的实施需要工业企业、商业企业和零售客户的协同,因此,本研究从这三个层面分别提出了实施价值共创营销的对策建议。认为卷烟工业企业应该实施顾客资产管理,卷烟商业企业应该从价值共创营销理念、营销策略、具体措施等五个方面提高价值共创水平,零售客户更是应该从诚信经营、保证质量、品牌齐全、库存合理等五个方面提高经营水平。通过工业企业、商业企业和零售客户共同为卷烟消费者提供服务,首先实现消费者需求价值的共创,继而实现交换价值的共创,实现三方的利润目标。
[Abstract]:The 2015 Central Rural work Conference stressed: vigorously develop agricultural industrialization, actively develop a variety of forms of moderate scale operation, and increase agricultural industry and capital input. This is an important opportunity for the development of the rural cigarette market. Therefore, the State Tobacco Monopoly Bureau conscientiously carries out the rural tobacco work and actively strengthens the "market-oriented" reform, while the Shandong rural cigarette market sells 2.2 million cases in 2014. 60% of the total sales volume, under the control policy of "total quantity control, tight balance of sales", the cultivation and development of rural cigarette market is particularly important. In view of this, this research takes the theory of value creation as the guidance, takes D city rural cigarette consumption market as the main research object, emphatically studies four aspects content: first, the literature reviews the related theory of this research, and defines the core concept. Firstly, the theory of value creation is reviewed, including the connotation and field of value creation, and the value creation of cigarette consumption is defined. Secondly, in the end, the author reviews the value creation, including practical value, emotional value and social value, and defines the connotation of the three values from the perspective of cigarette consumption. This part of the study laid a theoretical foundation for the follow-up study. Secondly, the paper analyzes the current situation of D city rural cigarette consumption market. This paper analyzes the sales data of rural cigarettes in D city in recent five years. The results show that the sales volume and sales structure are all on the rise, and there is potential for further exploitation in the future. This paper analyzed the current situation of individual consumption of cigarette in D city by means of questionnaire, and found that it has the characteristics of different consumption purpose, low grade, backward consumption concept, high loyalty and so on. But the rural cigarette consumption value creates the marketing needs to be aimed at its market present situation unfolds. The data were obtained by questionnaire, and the characteristics of rural cigarette collective consumption were analyzed. It was found that the consumption level was very low, and the potential of marriage and childbearing group consumption was relatively large. Thirdly, it analyzes the macro factors (political and legal environment, economic environment, social and cultural environment) and micro factors (cigarette supply capacity of industrial enterprises, marketing ability of cigarette commercial enterprises) which affect the value creation of rural cigarettes. The management ability of cigarette retail customers and the consumption ability of cigarette consumers), which is based on the service-oriented logic of consumers, retail customers, cigarette commercial enterprises, cigarette industry enterprises to create a four-party value of the marketing model. It includes the connotation definition of value co-marketing, the connotation definition of related concepts, the mode frame and marketing strategy of creating marketing with customers. Taking the consumption of Wedding Group as an example, the paper designs the implementation scheme of collective consumption value of rural cigarette. Fourth, the implementation of rural cigarette consumption value co-marketing needs the cooperation of industrial enterprises, commercial enterprises and retail customers. The author holds that cigarette industry enterprises should implement customer asset management, cigarette commercial enterprises should improve the level of value creation from five aspects, such as value creation marketing idea, marketing strategy and concrete measures, and retail customers should operate in good faith. Ensure quality, brand complete, reasonable inventory and other five aspects to improve the level of management. Through industrial enterprises, commercial enterprises and retail customers to provide services for cigarette consumers, the first to achieve the value of consumer demand to create, and then to create the exchange value, to achieve the profit goal of the three parties.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8

【共引文献】