發(fā)布時間：2019-06-06 21:06

【摘要】：煙草高價值零售戶的確定是煙草企業(yè)營銷管理的基礎,只有找出高價值零售戶,才能制定高價值零售戶的管理戰(zhàn)略。郴州市煙草公司在營銷管理中發(fā)現(xiàn)存在對零售戶識別不清,沒有針對不同價值零售戶提供差異化的服務、對零售戶需求分析不夠等問題。因此,如何選擇高價值零售戶進行重點管理,最大效益地利用公司有限資源成了公司亟待解決的問題。本文針對煙草零售戶的特點對其進行價值評價。 首先,從卷煙零售戶貢獻度、影響度、忠誠度、信用度四個方面出發(fā),確定卷煙零售戶的價值評價指標,從而間接地實現(xiàn)對卷煙零售戶價值進行衡量；其次,制定卷煙零售戶價值評價表,通過描述統(tǒng)計分析和頻數(shù)分析對價值評價指標結(jié)果進行分析,深入認識卷煙零售戶的市場競爭結(jié)構(gòu)和空間布局的現(xiàn)狀；再次,運用聚類分析細分卷煙零售戶,研究卷煙零售戶行為；最后,針對不同卷煙零售戶群體制定不同的管理戰(zhàn)略,促進煙草公司降低成本和提高效率,促進市場良性健康發(fā)展。 本研究通過分析卷煙零售戶的當前價值和潛在價值,對零售戶進行評價、分類,針對不同零售客戶群體制定相應措施,有利于優(yōu)化企業(yè)資源配置,節(jié)約人力成本；有利于維護卷煙營銷網(wǎng)絡,培育卷煙品牌,推動轄區(qū)市場卷煙銷售額和稅利水平的提升
[Abstract]:The determination of high-value tobacco retailers is the basis of marketing management of tobacco enterprises. Only by finding out high-value retailers can we formulate the management strategy of high-value retailers. In the marketing management of Chenzhou Tobacco Company, it is found that there are some problems, such as unclear identification of retail customers, failure to provide differentiated services for different value retailers, insufficient analysis of retail demand, and so on. Therefore, how to select high-value retail customers for key management and make the most effective use of the company's limited resources has become an urgent problem to be solved. This paper evaluates the value of tobacco retailers according to their characteristics. First of all, from four aspects of cigarette retail contribution, influence, loyalty and credit, the value evaluation index of cigarette retail is determined, so as to indirectly measure the value of cigarette retail. Secondly, the value evaluation form of cigarette retailers is established, and the results of value evaluation indexes are analyzed by descriptive statistical analysis and frequency analysis, so as to deeply understand the current situation of the market competition structure and spatial layout of cigarette retailers. Thirdly, cluster analysis is used to subdivide cigarette retailers and study the behavior of cigarette retailers. Finally, different management strategies are formulated for different cigarette retail groups to promote tobacco companies to reduce costs and improve efficiency, and to promote the healthy and healthy development of the market. By analyzing the current value and potential value of cigarette retailers, this study evaluates and classifies the retail customers, and formulates the corresponding measures for different retail customer groups, which is beneficial to optimize the allocation of enterprise resources and save the labor cost. It is beneficial to maintain cigarette marketing network, cultivate cigarette brand, and promote the improvement of cigarette sales and tax and profit level in the market of jurisdiction.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.8;F274

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本文編號：2494598