保定烟草公司现代零售终端建设优化研究

发布时间：2018-03-27 19:29

本文选题：现代零售终端　切入点：保定烟草公司　出处：《河北大学》2017年硕士论文

【摘要】：保定烟草公司在《国家局关于加强现代零售终端建设工作的意见》和《现代零售终端建设指引》等文件的要求下,围绕“卷烟上水平”基本战略方针,积极与现代零售终端建立良好客我关系,优化资源配置,改变烟草零售终端发展方式,加强现代零售终端建设工作。本文以保定烟草公司现代零售终端的建设为研究对象,在界定现代零售终端内涵的基础上,立足保定烟草现代零售终端建设实际情况,发现保定烟草从2014年开始正式建设现代零售终端,通过采取“加强网上操作指导+加强卷烟陈列指导+加强卷烟推介指导+加强库存盘点指导+加强经营分析指导”五大举措,在“一店一品”管理模式和行业协会管理抓手的协同下,取得不错的建设成效。但,保定烟草现代零售终端建设运行中也暴露出现代零售终端建设认识不到位、需求挖掘不够、信息化水平不高、建设后劲不足和功能发挥不强劲等问题。为了更好的建设现代零售终端,分析出现建设问题的原因,对症下药,得知因现代零售终端理念未贯彻烟草行业要求,未突出以客户为中心,不符客户需求,科技支撑滞后,导致现代零售终端建设运行出现问题。保定烟草公司结合现代零售终端建设存在问题及原因分析,明确未来建设方向和重点,遵循“统一认识,真正重视+统筹规划,稳步实施+典型示范,发挥功能+创新服务,保障利益”建设原则,提出保定烟草公司现代零售终端建设对策,严格控制准入门槛,明确现代零售终端高标准(合理选择现代零售终端+多样条件确定入围名单+多头合作负责实地验收),稳步推进标准建设,带动传统终端向现代化转变(明确五个统一标准出样+加强现代零售专题培训+配备现代终端设施设备),加强现代推介指导,提高现代零售终端经营能力(加强现代终端信息收集+整合媒体营销推荐资源+推进新商盟网络订配货),并提出加强人才队伍建设、拓宽建设资金来源和成立监督考核小组,以保障现代零售终端的优化建设。
[Abstract]:Baoding Tobacco Company, at the request of "opinions of the State Bureau on strengthening the Construction of Modern Retail Terminal" and "Guide to the Construction of Modern Retail Terminal", revolves around the basic strategic policy of "the level of cigarettes". To establish a good relationship with modern retail terminals, optimize the allocation of resources, change the development mode of tobacco retail terminals, and strengthen the construction of modern retail terminals. This paper takes the construction of modern retail terminals in Baoding Tobacco Company as the research object. On the basis of defining the connotation of modern retail terminal, based on the actual situation of modern tobacco retail terminal construction in Baoding, it is found that Baoding Tobacco has been formally building modern retail terminal since 2014. Through "strengthening the online operation guidance, strengthening the cigarette display guidance, strengthening the cigarette introduction guidance, strengthening the inventory inventory guidance and strengthening the operation analysis guidance", With the cooperation of the "one store, one product" management mode and the management of the trade association, good construction results have been achieved. However, in the construction and operation of the modern tobacco retail terminal in Baoding, it is also revealed that the understanding of the modern retail terminal construction is not in place and the demand mining is not enough. In order to better build modern retail terminals, analyze the causes of the construction problems and give the right remedy to the case, the information level is not high, the construction stamina is not enough and the function is not strong enough. Knowing that the modern retail terminal concept has not carried out the requirements of the tobacco industry, has not focused on the customer as the center, does not meet the needs of the customers, and has lagged behind in scientific and technological support, This will lead to problems in the construction and operation of modern retail terminals. Baoding Tobacco Company has analyzed the existing problems and causes of the construction of modern retail terminals, made clear the direction and key points of future construction, followed the "unified understanding, and really attached importance to overall planning," Steadily implement typical demonstration, bring into play function innovation service, safeguard benefit "construction principle, put forward modern retail terminal construction countermeasure of Baoding tobacco company, strictly control entrance threshold, Identify the high standards of modern retail terminals (reasonably select various conditions for modern retail terminals, determine shortlist, and cooperate with multiple heads to be responsible for field acceptance and acceptance, and steadily advance the construction of standards, To promote the transformation of traditional terminals to modernization (to make clear the five unified standards to sample and strengthen the training of modern retail special topics with modern terminal facilities and equipment, and to strengthen the guidance for modern promotion, To enhance the management ability of modern retail terminals (to strengthen the information collection of modern terminals and integrate the media marketing recommendation resources to promote the new commercial alliance network ordering and distribution, and to propose strengthening the construction of talent teams, widening the sources of construction funds and setting up supervision and examination groups, In order to ensure the optimization of modern retail terminal construction.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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