A市烟草公司卷烟营销策略研究

发布时间：2018-01-24 04:44

本文关键词： 烟草企业营销策略构建保障措施　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着行业改革和市场经济的发展，对于长期处于垄断和不完全竞争状态的中国烟草行业来说，将面临着烟草专卖体制改革和市场竞争的压力。在新的形势下，烟草行业要想取得更大突破就必须运用系统、先进的市场营销理论来指导卷烟经营，制定行之有效的卷烟营销策略，提升市场竞争力。近年来，烟草行业“卷烟上水平”的基本方针和战略任务不断推进，对A市烟草公司卷烟营销策略的运用和实施效果提出了更高的要求。通过对A市烟草公司卷烟营销现状分析和对卷烟零售户市场调查发现，目前卷烟经营中存在不少问题，主要是在销卷烟品牌（规格）数量多，品牌发展不均衡；市场营销渠道单一，营销资源利用率较低；品牌宣传形式单一，宣传效率较低；市场分析工作薄弱，信息质量不高；营销人员素质参差不齐，营销服务的能力和水平亟待提高等。深入分析这些问题出现的原因，一是卷烟品牌培育机制不够健全，品牌整合力度不够；二是现代卷烟零售终端建设力度有待加强；三是品牌宣传流程不够规范，目标客户群划分不够明确；四是营销人员信息观念比较淡薄，信息采集渠道单一；五是营销人员队伍培训力度不够，业绩考核体系不健全。要想解决目前营销策略中存在的这些问题，增强市场发展潜力，必须要进一步完善营销策略。在对卷烟产品进行市场定位和目标市场细分的基础上，运用“4P”营销理论，改进和完善卷烟营销策略。首先对卷烟产品进行市场定位和市场细分，在市场细分的基础上针对不同的目标市场选择不同的营销策略；其次综合运用“4P”营销理论，从产品策略、价格策略、渠道策略、终端促销策略及服务策略五个方面对现有营销策略进行改进和完善，制定有针对性、科学合理的卷烟营销策略；最后，，为保证营销策略的顺利实施，从加强营销组织管理、加强营销队伍建设和完善营销组织绩效考核体系等方面提出营销策略实施保障措施，以确保卷烟营销目标的实现。当前，面对行业发展的新形势和新要求，烟草商业企业都在关注市场营销策略的研究和运用，相信以上研究成果不仅对A市烟草公司的发展提出了有益的建议，对同行业其它公司在卷烟营销策略的改进方面也会有一定的参考价值。
[Abstract]:With the development of industry reform and market economy, the tobacco industry in China, which has been in monopoly and incomplete competition for a long time, will face the pressure of tobacco monopoly system reform and market competition. If the tobacco industry wants to achieve a greater breakthrough, it must use the system and advanced marketing theory to guide cigarette management, formulate effective cigarette marketing strategies, and promote market competitiveness. In recent years, the basic policy and strategic task of "cigarette level" in tobacco industry has been continuously promoted. The application and effect of cigarette marketing strategy of tobacco company in A city are put forward higher requirements. Through the analysis of the current situation of cigarette marketing of tobacco company in A city and the investigation of cigarette retail market. At present, there are many problems in cigarette management, mainly in the number of cigarette brands (specifications), brand development is not balanced; Single marketing channel and low utilization rate of marketing resources; The brand propaganda form is single, the propaganda efficiency is low; The market analysis work is weak, the information quality is not high; The quality of marketing personnel is uneven, and the ability and level of marketing service need to be improved. The causes of these problems are analyzed in depth. Firstly, the cultivation mechanism of cigarette brand is not perfect, and the strength of brand integration is not enough; Second, the construction of modern cigarette retail terminal needs to be strengthened; Third, the brand propaganda process is not standardized, the target customer group division is not clear enough; Fourth, the marketing personnel's information concept is relatively weak, the information collection channel is single; Fifth, the training of marketing personnel is not enough, and the performance appraisal system is not perfect. In order to solve these problems existing in the current marketing strategy and enhance the market development potential, we must further improve the marketing strategy. On the basis of market orientation and target market segmentation of cigarette products, this paper uses "4p" marketing theory to improve and perfect cigarette marketing strategy. Firstly, the market positioning and market segmentation of cigarette products are carried out. On the basis of market segmentation, we choose different marketing strategies for different target markets. Secondly, comprehensive use of "4P" marketing theory, from the product strategy, price strategy, channel strategy, terminal promotion strategy and service strategy to improve and improve the existing marketing strategies, and formulate targeted. Scientific and reasonable cigarette marketing strategy; Finally, in order to ensure the smooth implementation of marketing strategy, from the aspects of strengthening the marketing organization management, strengthening the construction of marketing team and perfecting the performance evaluation system of marketing organization, the paper puts forward some measures to ensure the implementation of marketing strategy. To ensure the realization of cigarette marketing goals. At present, faced with the new situation and new requirements of the development of the industry, tobacco commercial enterprises are paying close attention to the research and application of marketing strategy. It is believed that the above research results not only put forward beneficial suggestions for the development of tobacco companies in A city, but also have some reference value for other companies in the same industry in improving the cigarette marketing strategy.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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