【摘要】：進(jìn)入21世紀(jì),以全球化、知識化、信息化、數(shù)字化和網(wǎng)絡(luò)化為標(biāo)志的新經(jīng)濟(jì)時代到來,企業(yè)與消費(fèi)者之間進(jìn)行信息溝通對消費(fèi)者的消費(fèi)選擇影響越來越大,極大地沖擊了企業(yè)的經(jīng)營理念和營銷方式,以消費(fèi)者為中心、以網(wǎng)絡(luò)和信息技術(shù)為核心的精準(zhǔn)營銷體系逐步成為現(xiàn)代企業(yè)營銷發(fā)展的新趨勢。在煙草商業(yè)企業(yè)實施精準(zhǔn)營銷是適應(yīng)煙草消費(fèi)市場營銷變革的需要。 本文選擇郴州湘南高新產(chǎn)業(yè)園區(qū)卷煙銷售市場作為郴州煙草精準(zhǔn)營銷的重點市場,綜合運(yùn)用精準(zhǔn)營銷的各種理論,密切結(jié)合湘南高新產(chǎn)業(yè)園區(qū)卷煙消費(fèi)市場調(diào)研的實際情況,制定湘南高新產(chǎn)業(yè)園區(qū)卷煙消費(fèi)市場全面、科學(xué)、合理的精準(zhǔn)營銷策略。通過在園區(qū)實施精準(zhǔn)營銷有助于建立個性化的顧客溝通服務(wù)體系,實現(xiàn)煙草企業(yè)可度量的低成本擴(kuò)張策略,對煙草商業(yè)企業(yè)市場營銷具有一定的示范作用。 本文首先從綜述市場營銷理論出發(fā),介紹消費(fèi)者行為理論、精準(zhǔn)營銷理論、市場細(xì)分理論、營銷戰(zhàn)略理論,重點論述了精準(zhǔn)營銷策略理論；通過對郴州湘南高新產(chǎn)業(yè)園卷煙消費(fèi)市場進(jìn)行零售戶及消費(fèi)者調(diào)查分析,針對園區(qū)卷煙消費(fèi)市場存在消費(fèi)人群與零售終端布局的市場機(jī)制不匹配、消費(fèi)習(xí)慣與終端服務(wù)的市場機(jī)制不匹配、終端服務(wù)需求與營銷服務(wù)提供的市場機(jī)制不匹配的市場營銷現(xiàn)狀,綜合運(yùn)用市場細(xì)分理論、SWOT分析和基于SWOT的精準(zhǔn)營銷AHP分析工具,制定了湘南高新產(chǎn)業(yè)園區(qū)卷煙消費(fèi)市場精準(zhǔn)營銷的目標(biāo)與策略；為保證湘南高新產(chǎn)業(yè)園區(qū)卷煙消費(fèi)市場精準(zhǔn)營銷策略的有效實施,提出了建立精準(zhǔn)的信息支撐、貨物投放的科學(xué)配置途徑和方法、合理布局的約束控制和實現(xiàn)方式、終端管理體系的建設(shè)等具體措施,為郴州湘南產(chǎn)業(yè)園卷煙消費(fèi)市場精準(zhǔn)營銷策略的實施提供切實的保障。
[Abstract]:In the 21st century, with the arrival of a new economic era marked by globalization, knowledge, information, digitization and networking, the information communication between enterprises and consumers has a growing impact on consumer choice. The precision marketing system with the center of consumers and the core of network and information technology has gradually become a new trend of marketing development in modern enterprises. It is necessary to carry out accurate marketing in tobacco business enterprises to meet the needs of tobacco consumption marketing reform. This paper chooses the cigarette sales market of Chenzhou Xiangnan Hi-tech Industrial Park as the key market of Chenzhou tobacco precision marketing, synthetically applies various theories of precision marketing, and closely combines the actual situation of cigarette consumption market investigation in Xiangnan Hi-tech Industrial Park. To formulate comprehensive, scientific and reasonable precise marketing strategy of cigarette consumption market in Xiangnan Hi-tech Industrial Park. Through the implementation of precision marketing in the park to help establish a personalized customer communication service system, to achieve a measurable low-cost expansion strategy of tobacco enterprises, tobacco business marketing has a certain demonstration role. Firstly, this paper introduces the consumer behavior theory, precision marketing theory, market segmentation theory, marketing strategy theory, and focuses on the theory of precision marketing strategy. Through the investigation and analysis of the cigarette consumption market in Xiangnan Hunan Industrial Park of Chenzhou, it is found that the market mechanism between the consumer population and the retail terminal layout in the cigarette consumption market of the park does not match. The consumption habit does not match the market mechanism of terminal service, the market mechanism of terminal service and the market mechanism provided by marketing service do not match, the market segmentation theory, SWOT analysis and precise marketing AHP analysis tool based on SWOT are used synthetically. The goal and strategy of precise marketing of cigarette consumption market in Xiangnan Hi-tech Industrial Park are formulated. In order to ensure the effective implementation of the precise marketing strategy of cigarette consumption market in Hunan Southern Hi-tech Industrial Park, the paper puts forward the establishment of accurate information support, the scientific allocation way and method of goods put in, the restriction control and realization mode of reasonable layout. The construction of terminal management system provides practical guarantee for the implementation of precise marketing strategy of cigarette consumption market in Chenzhou Xiangnan Industrial Park.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.8;F274

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