甘肃烟草工业有限公司市场营销策略研究

发布时间：2018-01-01 05:42

本文关键词：甘肃烟草工业有限公司市场营销策略研究　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：甘肃烟草工业有限公司十几年来保持了快速增长的态势,成为西部产销规模首屈一指的卷烟品牌,被列入全国性重点卷烟骨干品牌名录。但公司当前发展遇到了瓶颈,公司的定位模糊不清,不能突出地方特色。公司近几年研发的几个规格的卷烟产品,市场成功率不高,现有利润率较高的卷烟产品中间存在较大的价差,有较大市场空白存在。如何对公司营销策略进行调整,在新的竞争格局下获得优势,不仅是企业如何更好更快发展的问题,更是关系到“兰州”卷烟品牌,关系到甘肃烟草工业有限公司生死存亡的大事。本论文主要从外部环境分析入手,深入分析当前产业竞争格局,对消费者和竞争对手进行分析,综合运用现代定位理论,重新划分细分市场和选择目标市场,提出了公司新的市场定位,重点对公司现有营销策略进行了优化设计。论文的研究结果对甘肃烟草工业有限公司应对下一步所面临的市场竞争具有指导意义。
[Abstract]:Gansu Tobacco Industry Co., Ltd. has maintained a rapid growth trend over the past decade, the scale of production and sales of cigarette brand become premier, was included in the national key cigarette brand list. However, the backbone of the development has encountered a bottleneck, the company's positioning vague, not prominent local characteristics. Several types of cigarette products in recent years research and development company. The market success rate is not high, the higher profit margins of cigarette products between large spread, there is a large gap in the market.
How to adjust the company's marketing strategy and gain advantage under the new competition pattern is not only the problem of how to develop better and faster, but also related to the "Lanzhou cigarette brand", which is related to the survival and death of Gansu Tobacco Industry Co., Ltd.
This paper mainly from the external environment analysis, in-depth analysis of the current situation of industry competition, consumers and competitors analysis theory, the integrated use of modern positioning, re division of market segments and select the target market, market positioning, put forward new focus, to optimize the company's existing marketing strategy.
The results of the paper are of guiding significance for Gansu Tobacco Industry Co., Ltd. to cope with the market competition in the next step.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274

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