本文關(guān)鍵詞： 金字塔型 零售終端 服務(wù) 管理 模式　出處：《湖南農(nóng)業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)加入世界貿(mào)易組織,國(guó)內(nèi)外形勢(shì)發(fā)生了巨大的變化,我國(guó)煙草行業(yè)的健康持續(xù)發(fā)展面臨著前所未有的壓力。零售終端作為煙草企業(yè)與消費(fèi)者的連接紐帶,其擁有著舉足輕重的作用,因此,扎實(shí)打牢卷煙零售終端基礎(chǔ),對(duì)我國(guó)煙草行業(yè)的發(fā)展具有重要的戰(zhàn)略意義。本文通過對(duì)株洲煙草的實(shí)踐運(yùn)用進(jìn)行探索分析,研究符合株洲煙草實(shí)際的零售終端服務(wù)與管理體系。所得主要結(jié)論如下。 1各項(xiàng)卷煙銷售指標(biāo)得到提升：零售終端建設(shè)為卷煙營(yíng)銷網(wǎng)絡(luò)質(zhì)量的提升創(chuàng)造了更有利的條件,煙草公司也將進(jìn)一步增強(qiáng)對(duì)卷煙市場(chǎng)的控制力,從而有助于煙草事業(yè)的穩(wěn)定、健康、可持續(xù)發(fā)展,卷煙銷售經(jīng)濟(jì)指標(biāo)也將再創(chuàng)新高。 2對(duì)零售終端的服務(wù)效率得到提高：金字塔式的零售終端建設(shè)體系,將零售終端分為不同層次,針對(duì)不同層次的零售客戶提供差異化的服務(wù),將有限的服務(wù)資源投入到不同客戶中去,滿足客戶的不同需求；同時(shí),金字塔式的零售終端建設(shè)體系使得零售戶服務(wù)需求將更加理性,從而促使煙草公司的服務(wù)將更加到位,服務(wù)方式更加切合實(shí)際,服務(wù)模式更加優(yōu)化,服務(wù)效率得到不斷提高,服務(wù)成本將不斷降低,而零售戶的滿意度將不斷提高。 3企業(yè)內(nèi)部工作流程進(jìn)一步優(yōu)化：零售終端管理與服務(wù)體系涉及煙草企業(yè)的各個(gè)部門,需要各個(gè)部門全員參與,通力協(xié)作,相互配合,整合企業(yè)資源,打造優(yōu)質(zhì)的零售終端。同時(shí),針對(duì)零售終端的管理與服務(wù),以零售客戶的需求為各項(xiàng)工作的出發(fā)點(diǎn)和落腳點(diǎn),從而制定部門間工作銜接程序,優(yōu)化工作流程,提高工作效率。 4煙草商業(yè)企業(yè)的競(jìng)爭(zhēng)力得到提高：建設(shè)好卷煙營(yíng)銷網(wǎng)絡(luò)這一戰(zhàn)略性基礎(chǔ)工程,以卷煙營(yíng)銷網(wǎng)絡(luò)建設(shè)為切入點(diǎn),塑造株洲煙草良好的“容·誠(chéng)”服務(wù)品牌形象,不斷提升株洲煙草競(jìng)爭(zhēng)力。 5煙草公司公信力進(jìn)一步提升：通過卷煙營(yíng)銷網(wǎng)絡(luò)建設(shè),打造標(biāo)準(zhǔn)化、規(guī)范化、信息化的零售終端建設(shè),為社會(huì)打開了解煙草公司的窗口；透過優(yōu)質(zhì)終端,煙草公司也必將利用優(yōu)質(zhì)的服務(wù),規(guī)范的形象、有效的引導(dǎo),不斷提升自身公信力。 6煙草公司與零售戶之間和諧共贏的伙伴關(guān)系更加和諧：一方面,煙草公司更加重視零售終端,得終端者得天下,煙草公司未來的發(fā)展更加倚重終端；另一方面,零售客戶需要煙草公司的支持和幫助以獲得更高的利潤(rùn),不斷提高盈利水平。 7企業(yè)形象得到良好塑造：零售終端建設(shè)是卷煙營(yíng)銷網(wǎng)絡(luò)建設(shè)的重要組成部分,注重零售客戶的軟硬件的提升,包括零售客戶自身素質(zhì)的提升、對(duì)消費(fèi)者的服務(wù)優(yōu)化,店面形象的亮化、誠(chéng)信守信的經(jīng)營(yíng)等。
[Abstract]:With China's entry into the World Trade Organization (WTO), great changes have taken place at home and abroad, and the healthy and sustainable development of China's tobacco industry is facing unprecedented pressure. Therefore, it is of great strategic significance for the development of tobacco industry in China to lay a solid foundation of cigarette retail terminal. This paper explores and analyzes the practical application of Zhuzhou tobacco. The paper studies the retail terminal service and management system of Zhuzhou tobacco. The main conclusions are as follows. (1) cigarette sales targets have been enhanced: the construction of retail terminals has created more favorable conditions for the improvement of the quality of cigarette marketing networks, and tobacco companies will further enhance their control over the cigarette market, thus contributing to the stability of tobacco industry. Health, sustainable development, cigarette sales economic indicators will also hit a new high. 2the service efficiency of retail terminal is improved: the pyramid retail terminal construction system divides the retail terminal into different levels and provides differentiated services for different levels of retail customers. At the same time, the pyramidal retail terminal construction system will make the service demand of retail households more rational, thus promoting the tobacco companies' services to be more in place. The service mode is more practical, the service mode is more optimized, the service efficiency is improved, the service cost will be reduced, and the satisfaction of the retail households will be improved. 3The internal workflow of the enterprise is further optimized: the retail terminal management and service system involves every department of the tobacco enterprise, which needs the participation of all the departments, the cooperation of each department, the cooperation of each other, and the integration of the enterprise resources. At the same time, aiming at the management and service of retail terminal, taking the demand of retail customer as the starting point and end point of each work, we can make the procedure of interdepartmental work convergence, optimize the workflow and improve the work efficiency. (4) the competitiveness of tobacco commercial enterprises has been improved: build the strategic basic project of cigarette marketing network, take the cigarette marketing network construction as the breakthrough point, mold Zhuzhou tobacco's good "Rong 路Cheng" service brand image, Continue to enhance the competitiveness of Zhuzhou tobacco. (5) the credibility of tobacco companies is further enhanced: through the construction of cigarette marketing networks, the establishment of standardized, standardized and information-based retail terminals will open a window for the society to understand tobacco companies; through high-quality terminals, Tobacco companies will use quality services, standardized image, effective guidance, constantly improve their credibility. (6) the harmonious and win-win partnership between tobacco companies and retailers is more harmonious: on the one hand, tobacco companies pay more attention to retail terminals, and the future development of tobacco companies depends more on terminals; on the other hand, Retail customers need the support and help of tobacco companies to make higher profits and improve profitability. 7 the enterprise image is well shaped: the retail terminal construction is an important part of the cigarette marketing network construction, paying attention to the promotion of the retail customer's hardware and software, including the promotion of the retail customer's own quality, the service optimization to the consumer, Store image of the light, integrity and credibility of the management and so on.
【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
【分類號(hào)】：F724;F426.89

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