本文選題：煙草公司 + 低焦油�。� 參考：《中南大學(xué)》2013年碩士論文

【摘要】：摘要：邵陽市煙草公司作為地區(qū)納稅大戶和專賣壟斷體制下的煙草公司,其卷煙營銷一直處于一種相對(duì)穩(wěn)定和有序狀態(tài),但隨著市場(chǎng)競爭的加劇和國家煙草專賣局關(guān)于“532、461”行業(yè)品牌發(fā)展戰(zhàn)略方針的推進(jìn),企業(yè)面臨越來越多的變數(shù)。在企業(yè)發(fā)展的緊迫感和卷煙品牌做大做強(qiáng)的期望下,品牌已經(jīng)成為企業(yè)戰(zhàn)略發(fā)展的核心,而低焦油卷煙品牌作為一股新生力量,正引領(lǐng)未來卷煙市場(chǎng)發(fā)展的潮流。 本文以邵陽市煙草公司低焦油卷煙品牌培育為研究對(duì)象,通過理論聯(lián)系實(shí)際,首先對(duì)邵陽市煙草公司的營銷環(huán)境進(jìn)行了分析,重點(diǎn)分析了邵陽煙草低焦油品牌培育的外部、內(nèi)部環(huán)境及卷煙消費(fèi)行為特點(diǎn),針對(duì)國內(nèi)外煙草行業(yè)面臨的形勢(shì)和邵陽煙草低焦油卷煙品牌培育所存在的問題、成因、環(huán)境,從構(gòu)建新型的工商協(xié)同品牌培育體系、優(yōu)化低焦油品牌培育業(yè)務(wù)流程結(jié)構(gòu)及構(gòu)建消費(fèi)營銷服務(wù)體系、提高客戶低焦油卷煙品牌銷售積極性、加強(qiáng)對(duì)客戶經(jīng)理的管理等方面提出邵陽市煙草公司低焦油卷煙品牌培育的策略。并以案例分析的形式重點(diǎn)介紹中南海(軟藍(lán)色時(shí)光)品牌在邵陽卷煙市場(chǎng)的發(fā)展?fàn)顩r及其成功經(jīng)驗(yàn)。
[Abstract]:Abstract: Shaoyang Tobacco Company, as a tobacco company under the regional tax payer and monopoly system, its cigarette marketing has been in a relatively stable and orderly state. However, with the intensification of market competition and the promotion of the strategy of "532461" brand development, enterprises are facing more and more variables. With the sense of urgency of enterprise development and the expectation of cigarette brand becoming bigger and stronger, brand has become the core of enterprise strategic development. As a new force, low tar cigarette brand is leading the development trend of cigarette market in the future. This article takes Shaoyang tobacco company low tar cigarette brand cultivation as the research object, through the theory unifies the practice, first has carried on the analysis to the Shaoyang tobacco company's marketing environment, has analyzed the Shaoyang tobacco low tar brand cultivation exterior emphatically. Aiming at the situation of tobacco industry at home and abroad and the problems, causes and environment of Shaoyang tobacco low tar cigarette brand cultivation, this paper sets up a new type of industrial and commercial cooperative brand cultivation system based on the characteristics of internal environment and cigarette consumption behavior. Optimize the low tar brand to cultivate the business process structure and construct the consumer marketing service system to improve the customers' sales enthusiasm of the low tar cigarette brand. The strategy of cultivating low tar cigarette brand in Shaoyang Tobacco Company is put forward in the aspects of strengthening the management of customer manager. The development of Zhongnanhai (soft Blue time) brand in Shaoyang cigarette market and its successful experience are introduced in the form of case study.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.8;F273.2

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