湘潭市烟草公司卷烟市场营销策略优化研究

发布时间：2018-05-11 11:09

本文选题：烟草公司 + 营销策略　；参考：《湘潭大学》2014年硕士论文

【摘要】：中国烟草商业企业处于专卖体制保护和宏观计划调控下，不断提高自身经营能力和发展水平，在终端建设、货源组织等方面已经取得了一定成效。但是，随着《世界烟草控制框架公约》生效，国内外控烟呼声加大，国家加快推进垄断行业的改革，中国烟草行业面临严峻的考验和极大的挑战。卷烟营销策略的研究成为烟草行业具有战略意义的重要课题。湘潭市烟草公司作为烟草商业企业，承担湘潭烟草市场的专卖管理和市场开拓的职责，在专卖体制的保护下，优化烟草营销策略，提升企业核心竞争力是当前迫切需要解决的问题。本论文对此的研究也具有重要的现实意义。论文首先分析了湘潭市烟草公司市场营销的现状，，基于专卖体制和工商分离的行业背景，从产品策略、价格策略、渠道策略和促销策略等方面对营销策略现状进行分析诊断。结合以上分析，提出针对性的市场营销策略优化建议，细分产品，保障货源，净化市场，做好精准营销；明码标价规范卷烟市场；建立健全的客户服务体系，打造“堡垒型”营销阵地；加强卷烟的宣传和对客户的经营指导，并将服务延伸至消费者，提升零售客户和消费者的满意度。为保证营销策略得到切实有效的实施，论文最后提出了系列保障措施。本文运用市场营销策略相关理论，系统研究了湘潭市烟草公司的营销策略并提出优化建议，对提升湘潭市烟草公司的市场竞争力和服务客户能力具有一定的实际价值。
[Abstract]:Under the control of monopoly system and macro plan, Chinese tobacco commercial enterprises have continuously improved their own management ability and development level, and have achieved certain achievements in terminal construction and source organization. However, with the entry into force of the world tobacco control framework convention, the voice of tobacco control at home and abroad is increasing, and the state is speeding up the monopoly industry. Reform, China's tobacco industry is facing severe challenges and great challenges. Cigarette marketing strategy research has become an important topic of strategic significance for the tobacco industry.
As a tobacco commercial enterprise, the tobacco companies of Xiangtan is responsible for the monopoly management and market development of the tobacco market in Xiangtan. Under the protection of the monopoly system, the optimization of tobacco marketing strategy and the promotion of the core competitiveness of the enterprises are the urgent problems to be solved. This thesis also has important practical significance.
This paper first analyzes the current situation of the marketing of Xiangtan tobacco companies. Based on the industry background of monopoly system and industry and commerce, this paper analyzes the current situation of marketing strategy from the aspects of product strategy, price strategy, channel strategy and promotion strategy. Ensure the supply of goods, clean up the market, do a good job marketing; standardize the price of the cigarette market, establish a sound customer service system, build a "fortress" marketing position, strengthen the publicity and management of the customers, extend the service to the consumer, improve the satisfaction of the retail customers and consumers. Finally, a series of safeguard measures are put forward.
Using the theory of marketing strategy, this paper systematically studies the marketing strategy of Xiangtan tobacco companies and puts forward the optimization suggestion, which has certain practical value to improve the market competitiveness and service customer ability of Xiangtan tobacco companies.

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

【参考文献】