【摘要】：我國煙草行業(yè)采取的是專營專賣的政策,卷煙生產(chǎn)企業(yè)按照市場需求情況來確定我國的卷煙生產(chǎn)總額,商業(yè)類企業(yè)成為統(tǒng)一銷售卷煙的分銷機構。我國卷煙的加工、原材料的采購、卷煙銷售物流和零售等每個環(huán)節(jié)都形成了有嚴格管理的專營體系。作為煙草商業(yè)企業(yè),在煙草專賣法的保護下,目前在整個產(chǎn)業(yè)鏈中處于主導地位。卷煙零售終端是營銷渠道的最末端環(huán)節(jié),直接面對所有的卷煙消費者,零售終端的表現(xiàn)是否良好決定著整體營銷的成敗。加強零售終端研究建設,認真分析零售經(jīng)營業(yè)務發(fā)展變化,注重對零售客戶的經(jīng)營指導,保證零售客戶的合理利益,促進零售客戶經(jīng)營業(yè)務穩(wěn)定和銷售水平提升,這些都是建立新型客我關系從而提高卷煙營銷水平的重要舉措。本文在回顧既有客戶價值評估理論、零售終端理論、營銷渠道終端管理理論的基礎上,對長沙縣煙草公司零售終端的外部環(huán)境進行分析,包括宏觀PEST分析、行業(yè)分析,得出外部環(huán)境的影響。然后,對長沙縣煙草的內部環(huán)境進行分析,具體包括市場概況、零售終端建設現(xiàn)狀、長沙縣卷煙市場消費者行為調查分析、長沙縣零售終端建設存在的問題等,并以調查問卷的實際數(shù)據(jù)進行佐證。調查問卷的結論揭示了當前長沙縣煙草公司在零售終端管理和服務工作中存在的弊端。最后,對長沙縣煙草零售終端提出營銷改進策略,主要包括煙草企業(yè)客戶價值評價指標體系設計,再根據(jù)客戶價值評估體系對現(xiàn)有客戶進行市場細分,然后提出基于持續(xù)發(fā)展的金字塔形卷煙零售終端布局,最后提出零售終端形象塑造策略、零售終端服務策略、零售終端價格管理策略等。本文根據(jù)煙草行業(yè)未來的整體發(fā)展方向,結合現(xiàn)代化零售終端的服務要求,提出相關的改進策略和措施。提出的策略對于加快建設符合市場經(jīng)濟的卷煙零售終端具有較強的時效性和針對性,能夠幫助煙草流通企業(yè)加強市場控制能力,提高市場競爭力。
[Abstract]:The tobacco industry of our country adopts the policy of monopoly. Cigarette manufacturers determine the total amount of cigarette production in China according to the market demand, and commercial enterprises become the distribution organization of unified cigarette sales. In China, cigarette processing, raw material procurement, cigarette sales logistics and retail have formed a strictly managed monopoly system. As a tobacco commercial enterprise, under the protection of tobacco monopoly law, it is in a dominant position in the whole industrial chain at present. Cigarette retail terminal is the terminal link of marketing channel, directly facing all cigarette consumers, whether the performance of retail terminal is good or not determines the success or failure of the overall marketing. Strengthen the research and construction of retail terminals, seriously analyze the development and changes of retail business, pay attention to the business guidance to retail customers, ensure the reasonable interests of retail customers, and promote the stability of retail customers' business and the improvement of sales level. These are important measures to establish a new customer-to-self relationship to improve the level of cigarette marketing. On the basis of reviewing the existing customer value evaluation theory, retail terminal theory and marketing channel terminal management theory, this paper analyzes the external environment of the retail terminal of Changsha Tobacco Company, including macro PEST analysis and industry analysis. The influence of the external environment is obtained. Then, the internal environment of tobacco in Changsha County is analyzed, including the general situation of the market, the current situation of retail terminal construction, the investigation and analysis of consumer behavior in Changsha cigarette market, the problems existing in the construction of retail terminal in Changsha County, and so on. And supported by the actual data of the questionnaire. The conclusion of the questionnaire reveals the disadvantages of Changsha tobacco company in retail terminal management and service. Finally, the marketing improvement strategy of tobacco retail terminal in Changsha County is put forward, including the design of customer value evaluation index system of tobacco enterprises, and then the market segmentation of existing customers according to the customer value evaluation system. Then the layout of pyramid cigarette retail terminal based on sustainable development is put forward. Finally, the retail terminal image shaping strategy, retail terminal service strategy, retail terminal price management strategy and so on are put forward. According to the overall development direction of tobacco industry in the future, combined with the service requirements of modern retail terminals, this paper puts forward relevant improvement strategies and measures. The proposed strategy has a strong timeliness and pertinence for speeding up the construction of cigarette retail terminals in line with the market economy, and can help tobacco circulation enterprises to strengthen market control ability and improve market competitiveness.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F721;F274

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