滨州烟草公司卷烟营销策略研究

发布时间：2018-03-29 15:52

本文选题：烟草企业　切入点：营销策略制定　出处：《中国海洋大学》2015年硕士论文

【摘要】：随着日趋严峻的控烟法律、政策、行动的实施以及公民健康意识的提高,烟草行业发展环境发生了深刻的变化。面对公共场所禁烟力度不断加大、卷烟包装标签警示效果不断增强、烟草税负持续提高、烟草广告促销方面越来越严格、市场需求增长日趋缓慢的严峻形势,如何制定行之有效的卷烟营销策略,提高烟草商业企业的市场竞争能力,是摆在滨州烟草公司面前的主要任务。基于烟草行业垄断经营的特殊行业背景,本文以滨州烟草公司卷烟营销策略为研究对象,首先运用4P、STP营销理论,采用PEST和SWOT分析方法,对滨州烟草公司内外部经营环境、卷烟营销经营优势、劣势、机会、威胁等方面进行了全面的分析总结,找出滨州烟草卷烟营销策略制定及实施方面存在的问题和原因,从卷烟市场细分和目标市场选择、产品策略、渠道策略、文化营销策略四个方面进行分析,制定更为科学、更有针对性、适合企业当前发展需要的卷烟营销策略体系。最后,本文提出营销策略实施过程中的保障措施,即加强三支队伍建设、为卷烟零售客户提供金融服务和营销指导培训,并建立健全相应的绩效考核体系。
[Abstract]:With the increasingly severe tobacco control laws, policies, actions and the improvement of citizens' health awareness, the development environment of the tobacco industry has undergone profound changes. The warning effect of cigarette packaging label is increasing, the tax burden of tobacco is increasing continuously, the promotion of tobacco advertisement is becoming more and more strict, and the market demand is growing slowly, so how to formulate effective cigarette marketing strategy. It is the main task of Binzhou Tobacco Company to improve the market competition ability of tobacco commercial enterprises. Based on the special industry background of tobacco monopoly, this paper takes the cigarette marketing strategy of Binzhou Tobacco Company as the research object. Firstly, by using 4PX STP marketing theory and PEST and SWOT analysis method, the paper makes a comprehensive analysis and summary of Binzhou tobacco company's internal and external business environment, cigarette marketing strengths, weaknesses, opportunities, threats, etc. To find out the problems and reasons in the formulation and implementation of cigarette marketing strategy in Binzhou, and analyze the four aspects of cigarette market segmentation and target market selection, product strategy, channel strategy, cultural marketing strategy, and make it more scientific. Finally, this paper puts forward the safeguard measures in the process of implementing the marketing strategy, that is, strengthening the construction of three teams. To provide financial services and marketing guidance training for cigarette retail customers, and establish and improve the corresponding performance appraisal system.
【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;F274

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