烟台地区卷烟零售终端管理强化策略研究

发布时间：2018-01-03 19:30

本文关键词：烟台地区卷烟零售终端管理强化策略研究　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：目前,我国对烟草实行专卖体制制度。在专卖体制的保护下,中国的烟草行业近年来为我国的经济发展和社会主义现代化建设做出了巨大贡献。随着全球经济一体化大环境的发展和国内卷烟市场的放开,烟草行业正在面临来自多方的冲击。2011年1月9日,《烟草控制框架公约》在中国全面实施,2013年,中共中央办公厅、国务院办公厅发布《关于领导干部带头在公共场所禁烟有关事项的通知》,要求各级领导干部不得在禁止吸烟的公共场所吸烟,烟草行业面临的控烟形势越来越严峻。在这样的环境之下,如何积极转变营销模式,积极应对国内外卷烟市场的变化和挑战成为烟草行业关注的问题。营销渠道理论表明,零售终端作为渠道的末端,是极其珍贵的市场资源,具有重要的意义。对于当今社会来说,谁占领了终端,谁就占领了市场。因此,卷烟商业企业要通过加强对零售终端的管理,有效优化卷烟营销网络,提升企业对市场的控制力。卷烟零售终端是卷烟营销渠道的末端,它在卷烟营销渠道中具有重要作用,肩负着承接上游烟草工业企业、商业企业与链接下游卷烟消费者的重要角色,是连接烟草企业与消费者的关键桥梁。全面做好卷烟零售终端管理,不仅符合现代卷烟营销的发展规律,也是提升服务质量和经济运行效率的根本需要。通过对烟台地区的卷烟零售终端进行调查并对调查数据进行分析,可以发现当前针对卷烟零售终端的管理不够完善,导致其功能发挥不充分,具体存在的问题主要有：卷烟零售终端建设质量不高、对卷烟零售终端的服务内容存在薄弱环节、卷烟零售终端自身经营能力欠缺、卷烟零售终端缺乏有效管理。通过对国内部分地区管理零售终端的先进经验进行总结,对烟台地区的卷烟市场进行定位及细分,结合烟台地区的实际情况和烟台烟草的能力与资源,针对卷烟零售终端调查发现的问题提出相应的管理强化策略。首先应对烟台地区的卷烟零售终端进行科学规划,并且在统筹推进过程中保证现代卷烟零售终端的建设质量；其次,通过增强顾客让渡价值和强化营销人员能力素养,健全零售终端服务规范及服务内容,对零售终端的服务进行全面优化；第三,通过完善零售户培训体系,对零售终端加以引导,使其功能发挥更加充分,全面提升零售终端的经营能力；第四,通过完善针对零售终端的日常管理,提高零售终端资源利用率,加强零售终端的规范管理。总之,通过烟台地区零售终端管理的强化,有效实现烟台区域卷烟营销网络的优化和市场控制力的提高。
[Abstract]:At present, our country implements the monopoly system system to tobacco, under the protection of the monopoly system. In recent years, China's tobacco industry has made great contributions to our economic development and socialist modernization. With the development of the global economic integration environment and the opening up of the domestic cigarette market. The tobacco industry is facing multiple shocks. In January 9th 2011, the Framework Convention on Tobacco Control was fully implemented in China, and in 2013, the General Office of the CPC Central Committee. The General Office of the State Council has issued the Circular on matters concerning leading cadres taking the lead in banning smoking in public places, requiring leading cadres at all levels not to smoke in public places where smoking is prohibited. Tobacco industry is facing a more and more serious situation of tobacco control. In such an environment, how to actively change the marketing model. To deal with the changes and challenges of cigarette market at home and abroad has become the focus of the tobacco industry. Marketing channel theory shows that retail terminal as the end of the channel is an extremely precious market resource. For today's society, who occupied the terminal, who occupied the market. Therefore, cigarette commercial enterprises should strengthen the management of retail terminals, and effectively optimize the cigarette marketing network. Cigarette retail terminal is the end of cigarette marketing channel, which plays an important role in cigarette marketing channel and shoulders the undertaking of upstream tobacco industry enterprises. The important role of commercial enterprises and link downstream cigarette consumers is the key bridge between tobacco enterprises and consumers. To do a good job of cigarette retail terminal management is not only in line with the development law of modern cigarette marketing. It is also the fundamental need to improve service quality and economic efficiency. Through the investigation of cigarette retail terminals in Yantai area and the analysis of survey data. It can be found that the current management of cigarette retail terminal is not perfect, resulting in its function is not fully played, the specific problems are: cigarette retail terminal construction quality is not high. There is a weak link in the service content of cigarette retail terminal, and the management ability of cigarette retail terminal is lacking. Cigarette retail terminal is lack of effective management. By summarizing the advanced experience of managing retail terminal in some parts of China, the cigarette market in Yantai area is positioned and subdivided. Combined with the actual situation of Yantai area and Yantai tobacco capacity and resources. Aiming at the problems found in the investigation of cigarette retail terminal, the corresponding management strengthening strategy should be put forward. Firstly, the scientific planning of cigarette retail terminal in Yantai area should be carried out. And in the process of overall promotion to ensure the construction of modern cigarette retail terminal quality; Secondly, through enhancing the customer transfer value and strengthening the marketing personnel ability accomplishment, perfect the retail terminal service standard and the service content, carry on the overall optimization to the retail terminal service; Third, through perfecting the training system of retail operators, we should guide the retail terminals to give full play to their functions and enhance the management ability of retail terminals; 4th, through perfecting the daily management of the retail terminal, improving the utilization rate of the retail terminal resources, strengthening the standard management of the retail terminal. Effectively realize the optimization of Yantai regional cigarette marketing network and the improvement of market control.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721

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