山东烟草进出口公司烟叶出口营销策略研究

发布时间：2018-05-31 03:24

本文选题：山东烟叶 + 出口营销　；参考：《中国海洋大学》2015年硕士论文

【摘要】：自2008年以来,全球尤其是欧美市场遭受金融危机的重创以后,全球经济贸易至今未走向实质性的复苏。加上日益剧烈的全球控烟浪潮的影响,各国政府对烟草产品的税收等调控政策日趋收紧,导致全球卷烟销量下滑。2013年,中国市场以外的全球卷烟销量下降3%,欧美市场降幅较大,超过7%。与之相反,全球烟叶产量却保持增长势头。全球烟叶市场供过十求的态势暂时难有改观。中国烟叶在国际市场的地位日趋重要,经过自烟草进出口企业成立20年来的发展,目前中国出口烟叶的总量占世界总出口量的8%左右,出口产品覆盖全球70多个国家和地区,出口烟叶的类型以下低等级的填充料型烟叶为主。国内自2010年以来,烟叶的生产形势在“卷烟上水平”的政策指导下发生了很大的变化,烟叶原料收购等级逐年上移,中国传统出口的下低等级的主流货源已经濒临枯竭。这样,受全球烟叶市场供求关系的影响和国内出口烟叶备货成本、结构的制约,中国烟叶的出口面临着前所未有的压力。山东烟草进出口公司的烟叶出口是该公司的支柱业务,在历史上曾经占到全国总出口量的40%左右。目前由于国际市场形势、国内产业政策和自身产品因素等各方而的原因,烟叶出口规模处于历史低谷。口前该公司的工作重点是调整出口产品结构,全力扩大本省在全国烟叶出口行业的份额。已有任务目标,迫切需要一个基于现实环境背景的战略规划,确保目标任务的实现。本论文基于上述现实的需要,首先通过查阅大量的文献资料,以市场营销和战略管理等理论基础作为指导,运用战略分析方法,对目前山东烟草进出口公司的烟叶出口面临的环境背景、竞争状况和市场机遇进行分析,阐明目前烟叶出口面临的现实背景。然后针对山东烟草进出口公司的烟叶出口营销现状进行分析,找出问题所在,探讨制定该公司未来的烟叶出口营销策略,并制定相关的保障措施使营销策略得以顺利实施。
[Abstract]:Since 2008, the world, especially the European and American markets, has been hit hard by the financial crisis, so far the global economic and trade has not moved towards a substantial recovery. Combined with an increasingly intense global wave of tobacco control, governments are tightening their tax and other policies on tobacco products, leading to a drop in global cigarette sales. In 2013, global cigarette sales outside China fell 3 percent, while in Europe and the United States, the decline was sharp. More than seven. By contrast, global tobacco production has continued to grow. The global tobacco market has not changed for the time being. The status of Chinese tobacco leaves in the international market is becoming increasingly important. After 20 years of development since the establishment of tobacco import and export enterprises, the total amount of tobacco leaves exported by China now accounts for about 8% of the world's total export volume, and the export products cover more than 70 countries and regions in the world. The type of export tobacco leaves below the low-grade fill-type tobacco leaf-based. Since 2010, the production situation of tobacco leaf has changed greatly under the guidance of the policy of "cigarette level". The grade of tobacco raw material purchase has been moving up year by year, and the lower and lower grade mainstream of Chinese traditional export has been on the verge of drying up. In this way, due to the influence of supply and demand in the global tobacco market and the restriction of the cost and structure of the domestic export tobacco leaves, the export of Chinese tobacco leaves is facing unprecedented pressure. The tobacco export of Shandong Tobacco Import and Export Corporation is the mainstay of the company, accounting for about 40% of the total export volume in history. At present, due to the international market situation, domestic industrial policy and its own product factors, the scale of tobacco export is at a historical low. The focus of the company is to adjust the structure of export products and to expand the province's share in the national tobacco export industry. There is an urgent need for a strategic planning based on the background of realistic environment to ensure the realization of the target task. This paper is based on the needs of the above mentioned reality, first of all, through consulting a lot of literature, taking marketing and strategic management as the guidance, using the method of strategic analysis. The environmental background, competition situation and market opportunity of tobacco export in Shandong Tobacco Import and Export Corporation are analyzed, and the realistic background of tobacco export is expounded. Then the current situation of tobacco export marketing of Shandong Tobacco Import and Export Corporation is analyzed to find out the problem and to explore the future tobacco export marketing strategy of Shandong Tobacco Import and Export Corporation and to formulate relevant safeguard measures to make the marketing strategy carry out smoothly.
【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】：F274;F752.62;F426.8

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