【摘要】：隨著我國(guó)經(jīng)濟(jì)體制的變革,煙草行業(yè)也隨之不斷發(fā)展和變化。目前,行業(yè)格局已完全細(xì)分,工業(yè)企食業(yè)是競(jìng)爭(zhēng)主體,地市級(jí)商業(yè)企業(yè)是營(yíng)銷主體,卷煙零售客戶是經(jīng)營(yíng)主體。盡管零售客戶游離在行業(yè)之外,其對(duì)整個(gè)行業(yè)的發(fā)展起著重要作用。只有三方形成利益共同體、資源互補(bǔ)系、信息共享網(wǎng),才能最終提高行業(yè)的競(jìng)爭(zhēng)力。由此可見(jiàn),三力協(xié)同有利于培育大品牌,培育優(yōu)勢(shì)大品牌有利于三方共同利益,也有利于維護(hù)消費(fèi)者利益,維護(hù)國(guó)家利益,有利于,中國(guó)煙草整體競(jìng)爭(zhēng)力的提升。 木文通過(guò)文獻(xiàn)分析法系統(tǒng)闡述了我國(guó)煙草行業(yè)的營(yíng)銷體制,我國(guó)煙草行業(yè)正處在卷煙銷售網(wǎng)絡(luò)建設(shè)工作的全而提升階段,從行業(yè)發(fā)展來(lái)看,品牌建設(shè)工業(yè)做強(qiáng)；營(yíng)銷網(wǎng)絡(luò)商業(yè)做實(shí)；利益零售客戶做旺,三者雖定位不同,卻以卷煙品牌為紐帶形成了利益共同體。 通過(guò)實(shí)證分析法系統(tǒng)分析了貴州中煙現(xiàn)行的協(xié)同營(yíng)銷模式,說(shuō)明了現(xiàn)階段開(kāi)展工商協(xié)同營(yíng)銷的重要性,工業(yè)和商業(yè)合作的煙草營(yíng)銷模式是營(yíng)銷的創(chuàng)新項(xiàng)目的建立一個(gè)高層次、新水平的工商協(xié)作關(guān)系的實(shí)踐,是行業(yè)改革的一項(xiàng)重要措施,是踐行規(guī)范,效率的卷煙上水平的工作在新時(shí)期的重要思路。 利用歸納演繹法系統(tǒng)的闡述了貴州中煙協(xié)同營(yíng)銷開(kāi)展的難電,描述了工商協(xié)同營(yíng)銷體系構(gòu)建的總體思路。本論文提出的工商協(xié)同營(yíng)銷體系構(gòu)建總體思路,對(duì)貴州中煙全面開(kāi)展協(xié)同營(yíng)銷具有一定參考價(jià)值。
[Abstract]:With the reform of our country's economic system, the tobacco industry has been developing and changing. At present, the pattern of industry has been completely subdivided. The food industry of industrial enterprises is the main body of competition, the commercial enterprises of prefectural level are the main body of marketing, and the retail customers of cigarettes are the main body of operation. Although retail customers stay outside the industry, it plays an important role in the development of the whole industry. Only when the three parties form a community of interests, the resources complement each other, and the information sharing network, can the competitiveness of the industry be improved. Thus, it can be seen that the three forces cooperation is conducive to the cultivation of big brands, the cultivation of dominant brands is conducive to the common interests of the three parties, but also conducive to safeguarding the interests of consumers, safeguarding national interests, conducive to the promotion of the overall competitiveness of Chinese tobacco. The paper systematically expounds the marketing system of Chinese tobacco industry through literature analysis. The tobacco industry in our country is in the whole promotion stage of the construction of cigarette sales network. From the view of industry development, brand building industry is strong; The profit retail customers are prosperous, although they have different orientation, they form a community of interests with cigarette brand as the link. Through the empirical analysis, this paper systematically analyzes the current cooperative marketing mode of Guizhou Zhongyan, and explains the importance of carrying out cooperative marketing of industry and commerce at present. The tobacco marketing mode of industrial and commercial cooperation is the establishment of a high level of innovative marketing project. The practice of a new level of industrial and commercial cooperation is an important measure of industry reform and an important way of thinking of practicing the standard and efficient cigarette level work in the new period. By using inductive deductive method, the paper expounds the difficulty of developing cooperative marketing of Zhongyan in Guizhou, and describes the general idea of constructing cooperative marketing system of industry and commerce. This paper puts forward the general idea of constructing the cooperative marketing system of industry and commerce, which has certain reference value for the comprehensive development of cooperative marketing of Guizhou Zhongyan.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.8;F724.2;F274

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本文編號(hào)：2370585