长沙市烟草公司卷烟零售终端建设研究

发布时间：2018-03-16 05:10

本文选题：烟草　切入点：零售终端　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：当前,我国烟草行业正面临着全球烟草控制和国际烟草制品竞争的双重挑战,一方面必须配合控烟政策的要求,根据《中华人民共和国烟草专卖法》的相关规定,不能在广播电台、电视台、报刊播放和刊登烟草制品广告；另一方面,又要大力培育国内卷烟品牌,拓宽销售渠道,以应对国际烟草巨头对中国卷烟市场虎视眈眈的局面。在这样的环境之下,卷烟零售终端作为联系烟草企业与消费者最关键的桥梁,成为了未来卷烟营销最重要的阵地,也是实现“卷烟上水平”最根本的保障。本文通过对中国烟草行业发展背景、国内外零售终端研究现状进行了解,充分运用零售终端建设的相关理论和问卷调查等科学的调查方法,对目前长沙市零售终端的发展状况进行了全面分析,找出了存在的问题,针对零售终端建设效率不高、服务水平不高等问题,结合长沙市烟草公司的资源和能力,提出了相应的解决措施,通过对现代卷烟零售终端建设进行合理设计,提升对卷烟零售客户的服务水平,提升零售终端卷烟经营能力,对现代卷烟零售终端进行规范管理,进而完善长沙地区零售终端整体形象和能力,同时,通过进一步对长沙市烟草公司零售终端建设效果进行总体评估,提出了不断充实零售终端建设的内涵、注重激发零售客户的主动性、努力打造零售终端服务品牌三个方面的终端建设实施改进建议,希望不断优化现代卷烟零售终端建设。
[Abstract]:Absrtact: at present, the tobacco industry of our country is facing the double challenge of global tobacco control and international tobacco products competition. On the one hand, it is necessary to cooperate with the requirements of tobacco control policy and according to the relevant provisions of the Tobacco Monopoly Law of the people's Republic of China. We should not broadcast and publish advertisements on tobacco products on radio, television, newspapers and periodicals; on the other hand, we should vigorously cultivate domestic cigarette brands and broaden sales channels. In order to deal with the situation that the international tobacco giants are eyeing the Chinese cigarette market covetously. In such an environment, cigarette retail terminals, as the most critical bridge between tobacco enterprises and consumers, have become the most important position of cigarette marketing in the future. It is also the most fundamental guarantee to realize the "up level of cigarette". Through the background of the development of Chinese tobacco industry, the present situation of retail terminal research at home and abroad is understood. Based on the relevant theories of retail terminal construction and scientific investigation methods such as questionnaire, this paper makes a comprehensive analysis of the development of retail terminal in Changsha, finds out the existing problems, and aims at the low efficiency of retail terminal construction. The problem of low service level, combined with the resources and ability of Changsha tobacco company, put forward the corresponding solutions, through the rational design of modern cigarette retail terminal construction, improve the level of service to cigarette retail customers. Promote the retail terminal cigarette management ability, carry on the standard management to the modern cigarette retail terminal, and then perfect the whole image and ability of the retail terminal in Changsha area, at the same time, Through the overall evaluation of the effect of retail terminal construction in Changsha Tobacco Company, it is proposed that the connotation of retail terminal construction should be constantly enriched and the initiative of retail customers should be stimulated. Try to build the retail terminal service brand in three aspects of terminal construction to implement improvement suggestions, hope to constantly optimize the modern cigarette retail terminal construction.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.2;F426.89

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