临沂烟草公司高端卷烟品牌精准营销流程设计与实施

发布时间：2018-04-18 07:22

本文选题：烟草公司 + 精准营销　；参考：《中国海洋大学》2014年硕士论文

【摘要】：我国是一个卷烟消费大国,烟草行业是我国国民经济非常重要的支柱产业,担负着提高国民经济收入,促进经济发展,满足卷烟消费者需求的重要使命，在我国国民经济中占据了举足轻重的地位。近年来，随着我国经济发展水平的提高，居民生活质量和水平不断提高，卷烟消费档次也逐年得到提高，由中低档卷烟品牌向高档卷烟品牌发展，从地方卷烟品牌向全国著名卷烟品牌发展，居民卷烟消费价格档次逐步上移。随着国内外市场环境的变化，国际竞争的日趋激烈，烟草行业面临着前所未有的压力，卷烟销量的大幅增长越来越难以实现，烟草企业传统的营销体系已不能适应现代企业发展的需要，要确保烟草企业盈利水平持续增长，提高卷烟销售结构显得越来越重要，有必要建立以消费者需求为起点，以市场为导向，以“精确的信息采集、精准的卷烟投放、精细的营销管理”为主要内容的高端卷烟品牌精准营销体系，实现从传统卷烟营销向现代市场营销的转变。本文以精准营销相关理论为基础，以临沂烟草公司为分析对象，立足临沂烟草公司的管理实际，探讨高端卷烟品牌的营销现状与问题，并基于客户需求与货源投放标准的实证分析、运用精准营销的实施原理，提出工作流程与实施保障。论文采用文献资料法、问卷调查法、定性与定量相结合和案例法等成熟的研究方法，实现了高端卷烟品牌精准营销理论与实践的结合，确保了数据的真实和数据分析的准确。本文对临沂烟草公司高端卷烟品牌营销现状和问题进行了分析研究，探索如何设计和实施高端卷烟品牌精准营销流程，解决目前高端卷烟品牌营销中存在的问题。通过临沂烟草公司数据库系统以及设计和实施相关问卷调查，采集临沂烟草公司高端卷烟品牌精准营销的相关数据，，紧密结合地方经济发展状况、居民消费水平以及消费偏好等实际情况，在数据分析的基础上，对高端卷烟品牌营销目标客户进行细分，确定高端卷烟品牌投放标准，进行高端卷烟品牌精准营销流程研究与分析，通过互联网、信息化以及数字技术等手段指导卷烟零售户购进高端卷烟品牌，确保和卷烟零售商户的有效沟通与互动，达到高端卷烟品牌营销可以调控、可以度量等卷烟精准营销的目的。本文通过对临沂烟草公司高端卷烟品牌精准营销流程的研究,明确高端卷烟品牌培育思路，对高端卷烟品牌精准营销流程进行了设计和实施，着重解决高端卷烟品牌营销客户分类不清、投放不精准问题，解决目前烟草公司与高端品牌卷烟最终消费者不能有效沟通的问题。对于烟草商业企业实施高端卷烟品牌精准营销具有一定的参考价值。
[Abstract]:China is a big consumer of cigarettes, tobacco industry is an important pillar industry of our national economy, not only improve the national income, promote economic development, meet the important mission of cigarette consumer demand, occupy an important position in our national economy. In recent years, with China's economic development level the quality of life, and constantly improve the level of residents, cigarette consumption level rise year by year, from low-grade to high-grade cigarette brand cigarette brand development, from the local to the national famous brand cigarette cigarette brand, residents of cigarette consumer price level gradually move up. With the change of domestic and international market environment, the increasingly fierce international competition, the tobacco industry faced with hitherto unknown pressure, cigarette sales increased more and more difficult to achieve, the tobacco enterprise traditional marketing system has been unable to adapt to the development of modern enterprises The need to ensure the profitability of tobacco companies continue to grow and improve is becoming more and more important in cigarette sales structure, it is necessary to build the consumer demand as the starting point, guided by the market, the information collection of accurate, precise cigarette delivery, fine marketing management "as the main content of the high-end brand cigarette precision marketing system, implementation the transition from traditional to modern cigarette marketing marketing.
Based on the precision marketing theory, taking Linyi tobacco companies as the research object, based on the Linyi tobacco companies's management practice, to explore the marketing status quo and problems of high-end brands, and customer demand and supply to the standard empirical analysis based on the principle, implementation of precision marketing, put forward the working process and the implementation of security. This paper used the method of literature the questionnaire survey method, research method, case study method and mature qualitative and quantitative, to achieve high-end cigarette brand precise combination of marketing theory and practice, to ensure that the analysis of real data and the accuracy of the data.
This paper analyses and studies the tobacco companies of Linyi high-end cigarette brand marketing situation and problems, explore how to design and implement high-end brand cigarette precision marketing process, solving the existing problems in the marketing of high-end cigarette brand. Through the design and implementation of database system and the Linyi tobacco companies questionnaire, related data acquisition of tobacco companies in Linyi high-end cigarette brand of precision marketing, closely combining the development of the local economy, the actual situation of residents' consumption level and consumption preferences, on the basis of data analysis, breakdown of the high-end cigarette brand marketing target customers, determine the high-end cigarette brand delivery standards, high-end cigarette brand precision research and analysis, the process of marketing through the Internet, information technology and digital technology and other means to guide the cigarette retailers buy high-end cigarette brands, and ensure that the cigarette retail businesses Effective communication and interaction to achieve high-end cigarette brand marketing can be regulated, and can measure the goal of precise cigarette marketing.
Based on the research of the tobacco companies of Linyi high-end cigarette brand precision marketing process, clear high-end cigarette brands of high-end cigarette brand idea, precision marketing process design and implementation, focus on high-end cigarette brand marketing and customer classification is not clear, do not put an accurate solution to the current problems, the tobacco companies and the high-end brand of cigarette consumers cannot communicate effectively for the implementation of high-end brand of cigarette tobacco commercial enterprise precision marketing has certain reference value.

【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

【参考文献】