烟草工业企业营销研究

发布时间：2018-05-12 07:35

本文选题：烟草工业企业 + 营销　；参考：《华中科技大学》2015年硕士论文

【摘要】：中国烟草行业是一个特殊的行业,实行统一领导、垂直管理、专卖专营、工商分设的管理体制。在烟草行业的供销价值链条中,工业负责生产和品牌运营,商业负责烟叶生产和卷烟销售。在现有的计划管理体制下,一方面,烟草生产企业习惯了调拨、计划的管理模式,对省内商业渠道缺乏认识;对省外市场的竞争,习惯于烟草一家人的思维,营销手段单一;同时工商地位严重不对等,商业公司占据了价值链中的重要战略性环节,掌握了原料供给和市场销售,拥有自己区域内所有市场资源;而工业除了拥有品牌之外在市场销售环节严重受限于当地的商业公司。事实上,大多数烟草工业企业缺乏真正意义上的营销功能。本文从目前烟草工业企业营销存在的问题和原因入手,探讨作为垄断经营行业的卷烟工业企业应该如何适应市场经济发展的需要,着眼于大品牌大市场的形成和行业整体竞争力的提高。本文的第一部分,对相关内容的研究背景进行简述分析,并且针对国内外现有的研究进行了论述和分析,从而引出了研究目的以及意义,并且对研究内容和思路方法进行了梳理,确定了论文的结构。第二部分从烟草行业概况引出烟草工业企业营销的现状同时对其存在的问题进行了详细的分析。第三部分为宏观分析,结合烟草工业企业营销的现状,运用波特五力模型、SWOT模型、客户终身价值模型分析草工业企业的营销进行宏观分析。第四部分,对烟草工业企业营销最忽略的零售终端的价值及其意义进行详细分析和阐述,并引用相关价值模型对零售终端进行评定,从而引导对零售终端进行分类和管理,最后引出烟草工业企业应针对不同的零售终端进行相应的服务和管理的建议,并提出了相关的营销策略。第五部分,对全文进行研究总结,提出相关策略与建议,并进行研究展望分析。希望通过本文的研究,从而为中国烟草工业企业的大品牌之路提供一条可供参考的发展之路。
[Abstract]:China's tobacco industry is a special industry, the implementation of unified leadership, vertical management, monopoly, industrial and commercial division of the management system. In the supply and marketing value chain of tobacco industry, industry is responsible for production and brand operation, and commerce is responsible for tobacco leaf production and cigarette sales. Under the existing planning management system, on the one hand, tobacco production enterprises are used to allotment, planning management mode, lack of understanding of the commercial channels in the province; At the same time, the industrial and commercial status is not equal, commercial companies occupy an important strategic link in the value chain, grasp the supply of raw materials and market sales, and own all the market resources in their own region; Industry, in addition to brand ownership, is severely constrained by local commercial companies in the marketing segment. In fact, most tobacco industry enterprises lack the real marketing function. This paper starts with the problems and causes of the marketing of tobacco industry enterprises at present, and discusses how the cigarette industry enterprises, as monopolies, should adapt to the needs of the development of market economy. Focus on the formation of large brands and large markets and the improvement of the overall competitiveness of the industry. In the first part of this paper, the research background of the related content is briefly analyzed, and the existing research at home and abroad is discussed and analyzed, which leads to the purpose and significance of the research. And the research content and thinking methods were combed, and the structure of the paper was determined. The second part introduces the current situation of tobacco industry marketing and analyzes its existing problems in detail. The third part is the macro analysis, combined with the current situation of tobacco industry enterprise marketing, using Porter's five-force model SWOT model, customer lifetime value model to analyze the marketing of grass industry enterprises to carry on the macro analysis. In the fourth part, the value and significance of the most neglected retail terminal in tobacco industry marketing are analyzed and expounded in detail, and the relevant value model is used to evaluate the retail terminal, thus leading to the classification and management of the retail terminal. Finally, the paper puts forward the suggestion that tobacco industry enterprises should provide service and management for different retail terminals, and put forward the relevant marketing strategies. The fifth part summarizes the research, puts forward the relevant strategies and suggestions, and analyzes the research prospects. It is hoped that through the research of this paper, it can provide a reference way for the development of the big brand of Chinese tobacco industry enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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