塔城地区烟草公司精准营销服务策略研究

发布时间：2018-04-17 23:32

本文选题：烟草公司 + 精准营销　；参考：《新疆大学》2017年硕士论文

【摘要】：自2001年中国加入世界贸易组织,一方面争取到了更多的对外经济贸易方面的主动权和平等权,获得了较多的发展机会,同时,也面临了国外先进经济体的残酷竞争。中国烟草因为有着国家政策保护,虽然可以暂时躲避冲击,但从长远来看,烟草行业的管理水平和发展水平与国外先进烟草公司存在较大的差距,传统的管理方式、营销思维、服务理念与日益变化的外部环境的不适宜性和矛盾日益尖锐,解决这些问题,需要行业自上而下的去改变,这也对行业的精益管理和精准营销提出了新的、更高的要求。2009年11月13日,国家烟草专卖局副局长何泽华在上海召开的关于“中华”品牌精准营销会议上发表了讲话,标志着烟草行业精准营销工作的正式启动。卷烟精准营销是烟草行业营销管理模式的一次革命。为进一步提高卷烟营销水平和客户服务能力,塔城烟草公司逐步调整工作思路,将精准管理放在了与“稳销量、提结构”同样重要的位置。一方面,投入了大量的精力,利用市场调研、课题研究及现场会等形式,不断探索塔城烟草精准营销的方式方法。同时,从营销工作整体设计上力求转变思维,明确定位,推进塔城烟草公司卷烟营销的精细化水平。本文主要从营销基本理论入手,结合烟草行业的发展趋势,阐述了烟草行业精准营销的主要内容。特别以塔城烟草公司为例,通过分析当前塔城烟草公司在市场营销、品牌培育、终端建设等方面的短板,采取了精准需求采集,分析各类需求,制定有针对性的工作措施,构建塔城烟草公司精准营销策略,实现卷烟营销上水平。本文主要采用了文献资料法、调查法、案例研究等方法,紧紧围绕塔城烟草工作实际,通过现状分析、策略制定、过程控制等环节,尝试解决公司营销服务问题,通过精准营销策略制定,提高塔城烟草公司服务能力和营销水平。
[Abstract]:Since China joined the World Trade Organization in 2001, on the one hand, it has won more initiative and equality in foreign economy and trade, and gained more opportunities for development. At the same time, it has also faced cruel competition from foreign advanced economies.Because of the national policy protection, China Tobacco can temporarily avoid the impact, but in the long run, there is a big gap between the management level and development level of the tobacco industry and foreign advanced tobacco companies, the traditional management mode, marketing thinking,The service concept and the increasingly changing external environment are becoming more and more inappropriate and contradictory. To solve these problems, the industry needs to change from the top to the bottom. This has also put forward a new approach to the lean management and precision marketing of the industry.On November 13, 2009, he Zehua, deputy director of the State Tobacco Monopoly Administration, delivered a speech at the "China" brand precision marketing conference in Shanghai, marking the official start of the precision marketing work in the tobacco industry.Cigarette precision marketing is a revolution of marketing management mode in tobacco industry.In order to further improve the level of cigarette marketing and customer service, Tacheng Tobacco Company gradually adjusted its working ideas and put precision management in the same position as "steady sales volume and structure".On the one hand, a great deal of energy has been put into the form of market research, subject research and spot meeting to explore the methods of accurate marketing of Tacheng tobacco.At the same time, from the overall design of marketing efforts to change thinking, clear positioning, to promote the Tacheng tobacco company cigarette marketing refinement level.Based on the basic theory of marketing and the development trend of tobacco industry, this paper expounds the main contents of precision marketing in tobacco industry.Especially taking Tacheng Tobacco Company as an example, through analyzing the current Tacheng Tobacco Company's shortcomings in marketing, brand cultivation, terminal construction, and so on, it has taken accurate demand collection, analyzed various kinds of needs, and formulated targeted work measures.Build Tacheng tobacco company precision marketing strategy to achieve the level of cigarette marketing.This paper mainly adopts the methods of literature, investigation, case study and so on, and tries to solve the marketing service problems of the company by analyzing the current situation, formulating the strategy, controlling the process, and so on, focusing on the actual situation of the tobacco work in Tacheng.Through accurate marketing strategy formulation, improve Tacheng Tobacco Company's service capacity and marketing level.
【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】：F274;F721

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