【摘要】：中國(guó)煙草行業(yè)自2003年實(shí)現(xiàn)工商分離以來(lái)，，工商職能得以明確，地方封鎖得到有效遏制，行業(yè)經(jīng)濟(jì)效益實(shí)現(xiàn)多年連續(xù)增長(zhǎng)，但行業(yè)資源配置效率低下，工商各自為政、缺少規(guī)模型大品牌，全國(guó)性大市場(chǎng)仍未形成。工商協(xié)同營(yíng)銷正是國(guó)家煙草專賣局優(yōu)化行業(yè)價(jià)值鏈，減少工商沖突，提高資源配置效率，形成大企業(yè)、大市場(chǎng)的關(guān)鍵舉措。 2008年2月，國(guó)家煙草專賣局下發(fā)《關(guān)于進(jìn)一步推動(dòng)工商企業(yè)協(xié)同營(yíng)銷工作的指導(dǎo)意見(jiàn)》，標(biāo)志著煙草行業(yè)工商協(xié)同營(yíng)銷工作正式啟動(dòng)。工商協(xié)同營(yíng)銷工作從啟動(dòng)至今已經(jīng)過(guò)去了5年，這五年來(lái)，全行業(yè)在工商協(xié)同營(yíng)銷方面進(jìn)行了大量的實(shí)踐和探索，取得了一定的成效，但工商之間協(xié)同流于形式、資源浪費(fèi)、體制機(jī)制缺失等問(wèn)題依然存在。 中國(guó)煙草行業(yè)是一個(gè)特殊的行業(yè)，實(shí)行統(tǒng)一領(lǐng)導(dǎo)、垂直管理、專賣專營(yíng)、工商分設(shè)的管理體制。在煙草行業(yè)的供銷價(jià)值鏈條中，工業(yè)負(fù)責(zé)生產(chǎn)和品牌運(yùn)營(yíng)，商業(yè)負(fù)責(zé)煙葉生產(chǎn)和卷煙銷售。但工商地位嚴(yán)重不對(duì)等，商業(yè)公司占據(jù)了價(jià)值鏈中的重要戰(zhàn)略性環(huán)節(jié)，掌握了原料供給和市場(chǎng)銷售，擁有自己區(qū)域內(nèi)所有市場(chǎng)資源；而工業(yè)除了擁有品牌之外在市場(chǎng)銷售環(huán)節(jié)嚴(yán)重受限于當(dāng)?shù)氐纳虡I(yè)公司。 在國(guó)家煙草專賣局“兩個(gè)十多個(gè)政策”的引領(lǐng)下，中國(guó)卷煙市場(chǎng)從90年代云南卷煙的一股獨(dú)大到現(xiàn)在的十多個(gè)大企業(yè)的市場(chǎng)競(jìng)爭(zhēng)，中國(guó)煙草行業(yè)實(shí)現(xiàn)了翻天覆地的變化。但從工業(yè)企業(yè)的角度來(lái)看，未來(lái)正是中國(guó)卷煙市場(chǎng)格局形成的關(guān)鍵時(shí)期，如果不能抓住機(jī)會(huì)，就將永遠(yuǎn)的失去機(jī)會(huì)。 從煙草行業(yè)的產(chǎn)業(yè)結(jié)構(gòu)分析我們得知，煙草行業(yè)的工業(yè)生產(chǎn)由數(shù)量眾多的卷煙生產(chǎn)廠商在全國(guó)范圍內(nèi)進(jìn)行計(jì)劃經(jīng)濟(jì)體制下的市場(chǎng)競(jìng)爭(zhēng)，但產(chǎn)品卻只能由區(qū)域內(nèi)唯一的商業(yè)公司去面向市場(chǎng)銷售。由于渠道的唯一化，在煙草行業(yè)特殊的體制機(jī)制下，卷煙工業(yè)企業(yè)如何與在國(guó)家專賣保護(hù)下獨(dú)家壟斷經(jīng)營(yíng)的商業(yè)協(xié)同開(kāi)展物流、市場(chǎng)調(diào)研、品牌營(yíng)銷和推廣，如何充分挖掘出商業(yè)企業(yè)對(duì)自己營(yíng)銷活動(dòng)和品牌發(fā)展的支持，對(duì)自身品牌的持續(xù)發(fā)展壯大極為重要。從煙草行業(yè)五年的工商協(xié)同營(yíng)銷實(shí)踐情況來(lái)看，成績(jī)不小，但也問(wèn)題不少。本文從工業(yè)企業(yè)的角度運(yùn)用波特的產(chǎn)業(yè)競(jìng)爭(zhēng)理論對(duì)工業(yè)企業(yè)的競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析，對(duì)五年來(lái)的工商協(xié)同營(yíng)銷開(kāi)展情況進(jìn)行了回顧和總結(jié)，從目前工商協(xié)同營(yíng)銷存在的問(wèn)題和原因入手，引出工業(yè)企業(yè)應(yīng)該建立大協(xié)同的工商協(xié)同新觀念，建議工業(yè)企業(yè)著眼于大品牌大市場(chǎng)的形成和行業(yè)整體競(jìng)爭(zhēng)力的提高，深化認(rèn)識(shí)，調(diào)整自身組織結(jié)構(gòu)，有選擇、有重點(diǎn)、有層級(jí)地與商業(yè)公司開(kāi)展工商協(xié)同營(yíng)銷工作，最終把工商協(xié)同從形式協(xié)同轉(zhuǎn)變?yōu)闄C(jī)制協(xié)同，從而為中國(guó)煙草工業(yè)企業(yè)的大品牌之路提供一條可供參考的發(fā)展之路。
[Abstract]:Since the separation of industry and commerce in China's tobacco industry in 2003, the functions of industry and commerce have been clearly defined, local blockades have been effectively contained, and the economic benefits of the industry have been increasing continuously for many years, but the allocation of resources in the industry is inefficient, and industry and commerce are separate. The lack of a big model brand, the national large market has not yet formed. Industrial and commercial co-marketing is the key measure to optimize the industry value chain, reduce industrial and commercial conflicts, improve the efficiency of resource allocation and form large enterprises and large markets by state tobacco monopoly bureau. In February 2008, the state tobacco monopoly bureau issued the guidance on further promoting the cooperative marketing work of industrial and commercial enterprises, which marked the official start of the industrial and commercial cooperative marketing work in the tobacco industry. Five years have passed since the launch of the industrial and commercial cooperative marketing work. In the past five years, the whole industry has carried on a lot of practice and exploration in the industrial and commercial collaborative marketing, and has achieved certain results, but the cooperation between the industry and commerce has become a mere formality and a waste of resources. The lack of institutional mechanisms and other issues still exist. China's tobacco industry is a special industry, the implementation of unified leadership, vertical management, monopoly, separate industry and commerce management system. In the supply and marketing value chain of tobacco industry, industry is responsible for production and brand operation, commercial responsibility for tobacco production and cigarette sales. However, the status of industry and commerce is seriously unequal, commercial companies occupy an important strategic link in the value chain, grasp the supply and marketing of raw materials, and have all the market resources in their own region; Industry, in addition to owning a brand, is severely restricted to local commercial companies in the marketing segment. Under the guidance of "two more than ten policies" of the State Tobacco Monopoly Bureau, the Chinese cigarette market has changed greatly from a single stock of Yunnan cigarette in the 1990s to the market competition of more than ten large enterprises now. However, from the perspective of industrial enterprises, the future is a critical period for the formation of the cigarette market pattern in China, and if the opportunity is not seized, it will be lost forever. From the analysis of the industrial structure of the tobacco industry, we know that the industrial production of the tobacco industry consists of a large number of cigarette manufacturers in the market competition under the planned economy system throughout the country. But the product can only be sold to the market by the only commercial company in the region. Because of the unique channel, under the special system mechanism of the tobacco industry, how does the cigarette industry enterprise cooperate with the exclusive monopoly business under the national monopoly protection to carry out the logistics, the market research, the brand marketing and the promotion, and how to carry out the logistics, market research, brand marketing and promotion under the national monopoly protection. How to fully excavate the support of commercial enterprises to their own marketing activities and brand development is very important to the sustainable development of their own brand. From the tobacco industry five years of industrial and commercial co-marketing practice, achievements are not small, but also a lot of problems. From the angle of industrial enterprises, this paper analyzes the competitive environment of industrial enterprises by using Porter's industrial competition theory, and reviews and summarizes the development of industrial and commercial co-marketing in the past five years. Starting with the problems and reasons existing in industrial and commercial cooperative marketing at present, this paper points out that industrial enterprises should establish a new concept of industrial and commercial synergy, and suggests that industrial enterprises should deepen their understanding with a view to the formation of large brands and large markets and the improvement of the overall competitiveness of the industry. Adjust their own organizational structure, have the choice, have the focal point, carry on the industrial and commercial cooperative marketing work with the commercial company in a hierarchical manner, finally turn the industrial and commercial collaboration from the formal synergy to the mechanism coordination. So as to provide a reference for the development of the big brand of Chinese tobacco industry.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.89

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