【摘要】：精確、精密和可衡量性是精準(zhǔn)營銷的三大核心思想。借助先進(jìn)的數(shù)據(jù)庫技術(shù),在充分了解與掌握市場需求的基礎(chǔ)上,企業(yè)通過物流把產(chǎn)品在適當(dāng)?shù)臅r(shí)間內(nèi)送到需要的客戶手上是精準(zhǔn)營銷實(shí)現(xiàn)的過程,也是企業(yè)和顧客同時(shí)實(shí)現(xiàn)價(jià)值提升的過程。按照國家對煙草行業(yè)的規(guī)定,工商營銷要求準(zhǔn)確定位、有機(jī)對接、突出品牌、全面提升,JS公司則更要求精確信息、精準(zhǔn)投放、精細(xì)管理。結(jié)合企業(yè)自身的情況,JS公司開展了“蘇煙”品牌的精準(zhǔn)營銷,這種營銷手段可實(shí)現(xiàn)主動向零售終端,直接面向顧客,形成以“客戶價(jià)值鏈”、“品牌增值鏈”為主鏈,以時(shí)間、區(qū)域、客戶分類為維度,實(shí)現(xiàn)提升覆蓋率、鋪貨率、動銷率、斷貨率、成長率,以及達(dá)到精良的定位、精確的信息、精準(zhǔn)的投放、精細(xì)的管理、精妙的引導(dǎo)的模式,能夠有效的推動“蘇煙”品牌的快速成長,進(jìn)而促進(jìn)企業(yè)可持續(xù)發(fā)展以及工商業(yè)共同發(fā)展。 本論文以JS公司如何有效實(shí)施精準(zhǔn)營銷為切入點(diǎn),以“蘇煙”品牌為例,探索實(shí)現(xiàn)精準(zhǔn)營銷的具體對策與方案,以為企業(yè)的發(fā)展提供有價(jià)值的參考與借鑒。論文一共分為六章,第一章主要分析了選題的背景、研究目標(biāo)以及思路和方法。第二章闡述了精準(zhǔn)營銷的相關(guān)理論知識,以及精準(zhǔn)營銷在當(dāng)前煙草行業(yè)中的地位及應(yīng)用。第三章主要分析了JS公司實(shí)施的精準(zhǔn)營銷的背景,概括了JS公司的發(fā)展歷程與現(xiàn)狀。第四章論述了“蘇煙”品牌精準(zhǔn)營銷的導(dǎo)入,深入分析了“蘇煙”品牌精準(zhǔn)營銷導(dǎo)入的內(nèi)在條件和外在支撐以及其精準(zhǔn)營銷的策略方案。第五章主要闡述了“蘇煙”品牌精準(zhǔn)營銷的體系構(gòu)建,同時(shí)論述了“蘇煙”品牌精準(zhǔn)營銷實(shí)施效果的綜合評價(jià)。第六章是結(jié)論,主要分析了以市場、信息、品牌、銷售代表為導(dǎo)向的精準(zhǔn)營銷對策,并對未來市場的精準(zhǔn)營銷進(jìn)行了展望。 最后,研究結(jié)果認(rèn)為：為了更好的了解顧客的相關(guān)信息,及時(shí)掌握卷煙市場情況,JS公司應(yīng)該積極研究精準(zhǔn)營銷策略,這種策略的實(shí)施將有利于企業(yè)找準(zhǔn)市場,提高企業(yè)品牌的競爭力,促進(jìn)企業(yè)的發(fā)展和壯大。
[Abstract]:Precision, precision and measurability are the three core ideas of precision marketing. With the help of advanced database technology, on the basis of fully understanding and mastering the market demand, it is the process of precision marketing to deliver the products to the customer in the appropriate time through logistics. Also is the enterprise and the customer simultaneously realizes the value enhancement process. In accordance with the national regulations on tobacco industry, the industrial and commercial marketing requirements for accurate positioning, organic docking, highlighting the brand, the overall promotion of JS company requires more accurate information, accurate delivery, fine management. In combination with the enterprise's own situation, JS Company has carried out the accurate marketing of "Suyan" brand. This marketing method can realize active retail terminal, directly facing customers, forming "customer value chain", "Brand Value-added chain" main chain, and time, Region, customer classification as a dimension to achieve improved coverage, paving rate, moving sales rate, delivery rate, growth rate, and to achieve sophisticated positioning, accurate information, accurate delivery, fine management, sophisticated guidance mode, It can effectively promote the rapid growth of "Suyan" brand, and then promote the sustainable development of enterprises and the common development of industry and commerce. This paper takes JS company how to carry out precision marketing effectively, taking "Suyan" brand as an example, explores the concrete countermeasure and scheme to realize precision marketing, and provides valuable reference and reference for the development of enterprise. The thesis is divided into six chapters. The first chapter mainly analyzes the background, research objectives, ideas and methods. The second chapter describes the theoretical knowledge of precision marketing, as well as the status and application of precision marketing in the current tobacco industry. The third chapter mainly analyzes the background of precision marketing implemented by JS Company, summarizes the development history and present situation of JS Company. The fourth chapter discusses the introduction of "Suyan" brand precision marketing, in-depth analysis of the "Suyan" brand precision marketing introduction of the internal conditions and external support, as well as its precision marketing strategy. The fifth chapter mainly expounds the system construction of Suyan brand precision marketing, and discusses the comprehensive evaluation of the implementation effect of Suyan brand precision marketing. The sixth chapter is the conclusion, mainly analyzes the precision marketing countermeasure which takes the market, the information, the brand, the sales representative as the direction, and has carried on the prospect to the future market precision marketing. Finally, the research results show that in order to better understand the relevant information of customers, JS company should actively study precision marketing strategy in order to understand the cigarette market situation in time. The implementation of this strategy will help enterprises to find the right market. Improve the competitiveness of enterprise brands, promote the development and growth of enterprises.
【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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