本文選題：煙草商業(yè)企業(yè) + 顧客價值��； 參考：《南京理工大學(xué)》2013年碩士論文

【摘要】：本文以A市煙草商業(yè)企業(yè)作為主要研究對象,在對顧客價值理論、供應(yīng)鏈及利益相關(guān)者理論、及煙草營銷相關(guān)研究進行系統(tǒng)綜述和回顧的基礎(chǔ)上,首先對A市煙草商業(yè)企業(yè)的顧客進行辨析,把煙草工業(yè)企業(yè)、零售戶和消費者都視為A市煙草商業(yè)企業(yè)的顧客。然后,筆者運用定位理論、渠道管理和組織管理的理論和方法,從A市煙草商業(yè)企業(yè)宏觀環(huán)境、經(jīng)營環(huán)境、競爭環(huán)境以及SWOT幾方面分析其營銷環(huán)境,從而得出A市煙草商業(yè)企業(yè)應(yīng)定位為一個以提供服務(wù)為核心的現(xiàn)代流通企業(yè)的發(fā)展定位。接著筆者基于顧客價值理論,立足于A市煙草商業(yè)企業(yè),從工商協(xié)同營銷、品牌培育策略、渠道策略、推廣策略幾個方面針對煙草工業(yè)企業(yè)顧客設(shè)計相應(yīng)的營銷策略；從產(chǎn)品策略、價格策略、渠道策略、推廣策略、關(guān)系營銷策略幾個方面針對零售戶顧客設(shè)計相應(yīng)的營銷策略；從產(chǎn)品策略、渠道策略、公共關(guān)系策略幾個方面消費者顧客設(shè)計出相應(yīng)的營銷策略,從而實現(xiàn)三類顧客的價值增值。最后筆者對該領(lǐng)域的未來研究方向提出了些許建議。
[Abstract]:In this paper, the tobacco commercial enterprises in A city as the main research object, on the basis of the customer value theory, supply chain and stakeholder theory, and tobacco marketing related research on the basis of a systematic review and review. Firstly, the customers of the tobacco commercial enterprises in A city are analyzed, and the tobacco industry enterprises, retailers and consumers are all regarded as the customers of the tobacco commercial enterprises of A city. Then, the author uses the positioning theory, channel management and organization management theory and method to analyze the marketing environment of tobacco commercial enterprises in A city from the aspects of macro environment, business environment, competition environment and SWOT. It is concluded that A city tobacco commercial enterprise should be positioned as a modern circulation enterprise with the core of providing service. Then the author based on the customer value theory, based on the A City tobacco commercial enterprises, from the industrial and commercial cooperative marketing, brand cultivation strategy, channel strategy, promotion strategy for tobacco industry enterprise customer design corresponding marketing strategy; From the product strategy, the price strategy, the channel strategy, the promotion strategy, the relational marketing strategy, designs the corresponding marketing strategy for the retail customer, from the product strategy, the channel strategy, In several aspects of public relations strategy, consumers design corresponding marketing strategies to realize the value added of three kinds of customers. Finally, the author puts forward some suggestions on the future research direction of this field.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.89

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