本文選題：卷煙 + 零售戶　； 參考：《湖南農業(yè)大學》2013年碩士論文

【摘要】：卷煙零售戶是連接煙草公司和煙民的紐帶,是產品流、信息流和資金流的中間環(huán)節(jié),在卷煙價值鏈中的地位顯著。為了提高卷煙零售客戶的卷煙盈利水平,試圖找出影響卷煙零售客戶盈利水平的因素,本文對祁東縣卷煙零售戶盈利情況進行了調查。 該研究采用入戶訪問、置留問卷和電話調查等方法以及分類走訪的形式采集客戶數(shù)據,按業(yè)態(tài)、客戶類別、商圈、經營規(guī)模四個維度對祁東縣卷煙零售戶2012年度、2012年1-6月及2011年同期的盈利情況進行了全面調查,調查結果如下： 1、2011年祁東縣卷煙銷售量、銷售金額、毛利和利潤都比2010年有所增加,2012年第一、二季度與2011年同期相比,也有所增加。 2、2012年城區(qū)卷煙零售客戶卷煙購進量比農村要多,但比2011年卻有所減少,而農村卷煙零售客戶購進量卻呈增加趨勢；城區(qū)2012年卷煙購進總額及零售總額均比農村多,但其增幅卻比農村小；2012年城區(qū)和農村卷煙零售綜合毛利水平與2011年同期相比均有增加,農村卷煙零售戶毛利率及綜合毛利水平增長速度高于城區(qū)。 3、同一年不同季度間和同一季度不同年度間卷煙銷售存在較大差異；不同業(yè)態(tài)卷煙零售戶卷煙購進量差異較大,其中以超市的月均購進量最大,最少的娛樂場所；不同業(yè)態(tài)、客戶類別、商圈、經營規(guī)模的卷煙零售戶之間的毛利及不同年度間毛利均有較大差異,表現(xiàn)在超市和食雜店的毛利呈上升趨勢,而煙酒店和服務類則下降,SCD類零售戶、商務政務圈、規(guī)模較大的零售戶獲毛利多,而SCZ類、其他類和規(guī)模較小的零售戶獲利少。 4、不同經營規(guī)模卷煙零售戶間毛利水平差異大,洪橋鎮(zhèn)經營規(guī)模大的戶均毛利達19355元,是卷煙零售客戶戶均毛利的一倍多,經營規(guī)模小的戶均毛利只有4782元,只有卷煙零售客戶戶均毛利四分之一。 5、祁東縣卷煙零售存在的問題主要有卷煙堆放雜亂,零售客戶自律意識不夠,經營能力不強,私自批發(fā)擾亂市場,卷煙結構有待調整,市場不夠規(guī)范。 最后根據祁東縣卷煙銷售實際情況提出了提高祁東卷煙零售戶的盈利水平應加強業(yè)務培訓,提高經營能力；改變經營理念,美觀店容店貌；根據市場需要,優(yōu)化卷煙結構；創(chuàng)新經營手段,豐富服務內容；降低經營成本,提高經營效益；豎立誠信形象,提升經營水平；規(guī)范進貨渠道,整頓市場秩序；保持經營熱情,打造優(yōu)質服務的八項建議。
[Abstract]:Cigarette retailers are the links between tobacco companies and smokers, the intermediate link of product flow, information flow and capital flow, and play an important role in the cigarette value chain. In order to improve the cigarette profit level of cigarette retail customers and find out the factors that affect the profit level of cigarette retail customers, this paper investigates the profit situation of cigarette retailers in Qidong County. This research adopts the methods of household visit, retention questionnaire and telephone survey, as well as the form of classified visit to collect customer data, according to the form of business, customer type, business circle, Four dimensions of business scale of Qidong County cigarette retailers in 2012, from January to June 2012 and the same period of 2011 earnings were investigated, the results are as follows: 1, Qidong County cigarette sales, sales, Gross margins and profits were both higher than in 2010, and increased in the first and second quarters of 2012 compared with the same period in 2011. In 2012, the total amount of cigarette purchase and retail sales in urban areas were more than those in rural areas, but the increase was smaller than that in rural areas. In 2012, both urban and rural cigarette retail gross margins increased compared with the same period in 2011. The growth rate of gross profit rate and comprehensive gross profit level of rural cigarette retailers were higher than that of urban areas. 3. There were great differences in cigarette sales between different seasons in the same year and different years in the same quarter. There is a great difference in the amount of cigarettes purchased by retail consumers in different types of cigarettes, in which the supermarket has the largest and least monthly purchases of cigarettes, and the different types of businesses, customer categories, and business circles, The gross profit of cigarette retailers on a business scale varies greatly from year to year, which is reflected in the upward trend of gross profit of supermarkets and grocery stores, while the decline of tobacco hotels and service categories in SCD retail households and business affairs circles. The larger retail households gained more gross profits, while the SCZs, other categories and smaller retailers made less profit. 4. The gross profit level of cigarette retailers with different operating scales varied greatly. The average gross profit per household in Hongqiao Town reached 19355 yuan. This is more than twice the average gross profit of cigarette retail customers. The average gross profit of small retail households is only 4782 yuan, while that of only cigarette retail customers is 1/4. 5. The main problems in cigarette retail in Qidong County are cigarette stacking and clutter. The retail customer's self-discipline consciousness is not enough, the management ability is not strong, private wholesale disturbs the market, the cigarette structure needs to be adjusted, and the market is not standardized. Finally, according to the actual situation of cigarette sales in Qidong County, the paper puts forward that in order to improve the profit level of cigarette retailers in Qidong County, we should strengthen the business training, improve the management ability, change the management idea, look at the shop appearance, optimize the cigarette structure according to the needs of the market. Eight suggestions for innovating management means, enriching service content, reducing operating cost, improving management benefit, erecting honest image, improving management level, standardizing purchasing channels, rectifying market order, maintaining management enthusiasm and building quality service are put forward.
【學位授予單位】：湖南農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.89;F274

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