本文選題：卷煙 + 民俗消費(fèi)　； 參考：《湖南農(nóng)業(yè)大學(xué)》2013年碩士論文

【摘要】：中國(guó)煙草行業(yè)長(zhǎng)期處于專(zhuān)賣(mài)體制保護(hù)下,市場(chǎng)相對(duì)封閉。煙草行業(yè)的營(yíng)銷(xiāo)理念和策略顯得相對(duì)滯后。在此形勢(shì)下,創(chuàng)新?tīng)I(yíng)銷(xiāo)觀念以增強(qiáng)行業(yè)整體營(yíng)銷(xiāo)能力,是中國(guó)煙草行業(yè)當(dāng)前迫切需要解決的重大課題。 本論文重點(diǎn)以遵義煙草為例,系統(tǒng)分析了遵義民俗消費(fèi)的發(fā)展現(xiàn)狀和特點(diǎn),分析了遵義煙草在營(yíng)銷(xiāo)方面存在的問(wèn)題和不足。提出了卷煙民俗營(yíng)銷(xiāo)觀念,闡述了遵義煙草的營(yíng)銷(xiāo)策略設(shè)計(jì)和應(yīng)用,對(duì)我國(guó)煙草行業(yè)營(yíng)銷(xiāo)過(guò)程中的困境提出了相關(guān)對(duì)策。 在具體的民俗消費(fèi)研究中,論文采用問(wèn)卷調(diào)查和統(tǒng)計(jì)分析相結(jié)合、總體分析和個(gè)案分析相結(jié)合的研究方法,依據(jù)對(duì)遵義地區(qū)的民俗消費(fèi)調(diào)查,對(duì)民俗消費(fèi)市場(chǎng)進(jìn)行了總體描述和分類(lèi)研究,為制定針對(duì)性的卷煙營(yíng)銷(xiāo)策略提供切入點(diǎn)。本文主要有以下創(chuàng)新和結(jié)論： 1、對(duì)遵義各民俗市場(chǎng)及民俗消費(fèi)的普遍性、傳承性、地方性和變異性進(jìn)行研究,將民俗市場(chǎng)細(xì)分為七種類(lèi)型,并以婚禮、節(jié)日民俗為例,從多個(gè)層次進(jìn)行了分析,注重分析了各民俗市場(chǎng)消費(fèi)特點(diǎn)與卷煙營(yíng)銷(xiāo)的相關(guān)性,對(duì)民俗消費(fèi)市場(chǎng)進(jìn)行了分析。 2、結(jié)合對(duì)民俗消費(fèi)市場(chǎng)的層次分析,以及遵義煙草市場(chǎng)實(shí)際情況和相關(guān)數(shù)據(jù)表格,提出了品牌營(yíng)銷(xiāo)策略、渠道營(yíng)銷(xiāo)策略、客戶(hù)關(guān)系管理策略,并就每種策略的具體操作提出了可行性建議。 論文緊密聯(lián)系遵義煙草民俗消費(fèi)和卷煙營(yíng)銷(xiāo)實(shí)例,分析研究的實(shí)用性較強(qiáng),對(duì)于提升遵義煙草乃至我國(guó)煙草行業(yè)的營(yíng)銷(xiāo)水平具有一定的借鑒意義。
[Abstract]:China's tobacco industry has long been under the protection of the monopoly system, the market is relatively closed. The marketing concept and strategy of tobacco industry is relatively lagging behind. Under this situation, innovating the marketing concept to enhance the whole marketing ability of the industry is an urgent need to be solved in China's tobacco industry. Taking Zunyi tobacco as an example, this paper systematically analyzes the development status and characteristics of Zunyi folklore consumption, and analyzes the problems and shortcomings of Zunyi tobacco marketing. This paper puts forward the concept of cigarette folk marketing, expounds the design and application of Zunyi tobacco marketing strategy, and puts forward some relevant countermeasures to the difficulties in the marketing process of Chinese tobacco industry. In the specific folklore consumption research, the paper adopts the research method of combining questionnaire survey and statistical analysis, general analysis and case analysis, according to the investigation of folklore consumption in Zunyi area. The general description and classification of folklore consumption market are carried out to provide an entry point for the formulation of targeted cigarette marketing strategies. This paper has the following innovations and conclusions: 1. This paper studies the universality, inheritance, locality and variability of the folklore market and folklore consumption in Zunyi. The folklore market is subdivided into seven types. Taking wedding and festival folklore as an example, the paper analyzes the folklore from many levels. This paper analyzes the correlation between the consumption characteristics of various folklore markets and cigarette marketing, and analyzes the folklore consumption market. 2. Combining with the level analysis of folklore consumption market, the actual situation of Zunyi tobacco market and the relevant data table, the paper puts forward the brand marketing strategy, channel marketing strategy, customer relationship management strategy, and puts forward the brand marketing strategy, the channel marketing strategy and the customer relationship management strategy. Some feasible suggestions are put forward for the specific operation of each strategy. The paper closely linked to Zunyi tobacco folklore consumption and cigarette marketing examples, analysis of the practicability of the study is relatively strong, Zunyi tobacco and even China's tobacco industry to improve the marketing level of a certain reference.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.89

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