保定烟草公司营销策略优化研究

发布时间：2018-04-01 23:00

本文选题：烟草公司　切入点：营销环境　出处：《河北大学》2017年硕士论文

【摘要】：从1982年国家实行烟草专卖管理制度至今,烟草营销经历了几个重要阶段,近年来,烟草行业取得了不断的发展和进步,创造了辉煌的成就,为国家财政收入增长和经济建设做出了巨大的贡献。随着国际化进程发展,受政策保护,市场相对封闭的中国烟草将面临严峻的考验和极大的挑战。保定市烟草公司作为商业企业,承担着保定区域内卷烟销售和市场监管的职责,如何应对外在挑战,优化现有卷烟销售策略将直接影响到保定卷烟市场的销售,进而影响到地方财政税收,如何制定适合生存和发展的营销策略,具有非常重要的现实意义。本论文首先分析了此研究的背景和意义,指出营销策略优化的必要性,概述了国内外营销策略研究现状,分析了研究思路、方法,随后介绍了营销策略相关理论研究,如STP理论,4PS营销组合策略和4CS营销组合策略,紧接着对保定烟草现状进行分析,从概况、经营状况和现有营销策略进行分析,发现存在的问题,根据问题,提出营销策略优化思路和目标,最终提出营销策略优化方案及保障措施。
[Abstract]:From 1982 to now, tobacco marketing has experienced several important stages. In recent years, the tobacco industry has made continuous development and progress, and has created brilliant achievements. Has made a great contribution to the growth of national fiscal revenue and economic construction. As the internationalization process develops, it is protected by policies. As a commercial enterprise, Baoding Tobacco Company is responsible for cigarette sales and market supervision in Baoding, and how to deal with external challenges. Optimizing the existing cigarette sales strategy will directly affect the sales of Baoding cigarette market, and then affect the local financial revenue, how to formulate a suitable marketing strategy for survival and development. This paper first analyzes the background and significance of this research, points out the necessity of marketing strategy optimization, summarizes the current situation of domestic and foreign marketing strategy research, and analyzes the research ideas and methods. Then it introduces the relevant theoretical research of marketing strategy, such as STP theory 4PS marketing combination strategy and 4CS marketing combination strategy, then analyzes the current situation of Baoding tobacco, analyzes the general situation, the management situation and the existing marketing strategy. Find out the existing problems, according to the problem, put forward the marketing strategy optimization ideas and objectives, and finally put forward the marketing strategy optimization scheme and safeguard measures.
【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;F274

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