新形势下伊宁市卷烟零售终端建设研究

发布时间：2018-04-09 17:27

本文选题：终端建设　切入点：零售终端　出处：《新疆大学》2017年硕士论文

【摘要】：在“卷烟上水平”是当今往后一个时期内烟草行业工作的战略任务和基本方针的大环境下,卷烟零售终端的基础地位和发挥的重要作用越来越引起烟草行业的重视。卷烟零售终端也成为品牌培育中不可缺少的力量。伴随着烟草行业的发展,伊宁市烟草市场也面临着行业变革带来的机遇和困难。以平等互利、长期合作、共同发展为前提,增强对卷烟零售终端的控制力和影响力,才能有效开展品牌培育工作。烟草行业正处在市场化取向改革的初期,只有牢牢抓住卷烟零售终端建设,促进卷烟零售终端稳定经营、持续获利,才能发深度挖掘和利用终端资源,实现资源与终端的最大化利用。保障零售终端卷烟经营合理活力,促进卷烟零售终端经营稳定,增强对卷烟零售终端的控制力和影响力,就需要对卷烟零售终端加强服务建设,在市场化改革取向的新形势下,深度挖掘和利用终端资源及卷烟零售终端价值,有效开展品牌培育工作,努力构建“平等互利、长期合作、共同发展”的新型客我关系。本文借鉴国内外先进的理论基础,从市场营销理论、渠道建设方面吸取先进经验,结合伊宁市卷烟零售终端实际情况,从卷烟零售终端运行现状分析,查找卷烟零售终端建设中存在的问题,从组织建设、服务体系建设、能力建设、活力建设和文化建设五个角度出发,积极探索提升卷烟零售终端价值的有效途径和方法。
[Abstract]:Under the circumstance that "cigarette up level" is the strategic task and basic policy of the tobacco industry in the following period, the basic position and the important role of the cigarette retail terminal are paid more and more attention to by the tobacco industry.Cigarette retail terminal has also become an indispensable force in brand cultivation.With the development of tobacco industry, Yining tobacco market is also facing the opportunities and difficulties brought by industry changes.On the premise of equality and mutual benefit, long-term cooperation and common development, we can strengthen the control and influence on the cigarette retail terminal, so as to effectively carry out the work of brand cultivation.The tobacco industry is in the early stage of market-oriented reform. Only by firmly grasping the cigarette retail terminal construction, promoting the cigarette retail terminal to operate stably and making profits continuously, can we tap and utilize the terminal resources in depth.To maximize the use of resources and terminals.It is necessary to strengthen the service construction of the cigarette retail terminal in order to ensure the reasonable vitality of the retail terminal, to promote the stability of the cigarette retail terminal and to enhance the control power and influence on the cigarette retail terminal, and under the new situation of the orientation of the market-oriented reform, it is necessary to strengthen the service construction of the cigarette retail terminal.Deeply excavate and utilize the terminal resources and the value of cigarette retail terminal, carry out the work of brand cultivation effectively, and strive to build a new type of customer / China relationship of "equality and mutual benefit, long-term cooperation and common development".This article draws lessons from the domestic and foreign advanced theory foundation, from the marketing theory, the channel construction aspect absorbs the advanced experience, unifies the Yining city cigarette retail terminal actual situation, from the cigarette retail terminal operation present situation analysis,In order to find out the problems existing in the construction of cigarette retail terminal, the effective ways and methods of promoting the value of cigarette retail terminal are explored from the five angles of organization construction, service system construction, capacity building, vitality construction and cultural construction.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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