發(fā)布時(shí)間：2018-01-14 02:11

  本文關(guān)鍵詞：新邵縣煙草分公司省外卷煙營(yíng)銷策略研究　出處：《南昌大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 新邵縣煙草 省外卷煙 市場(chǎng)營(yíng)銷 7P

【摘要】：近年來,伴隨著湖南中煙向省外市場(chǎng)拓展步伐的加快,芙蓉王、白沙等省產(chǎn)煙在生產(chǎn)計(jì)劃定量的前提下,對(duì)省內(nèi)的供應(yīng)量已遠(yuǎn)遠(yuǎn)滿足不了市場(chǎng)的需求,此時(shí)急需市場(chǎng)表現(xiàn)良好和較好成長(zhǎng)性的省外卷煙予以補(bǔ)充,以滿足市場(chǎng)需求。做好省外卷煙營(yíng)銷,一方面是煙草商業(yè)公司的職責(zé)所在;另一方面也是煙草商業(yè)公司在卷煙市場(chǎng)“需求拐點(diǎn)逼近”狀態(tài)下,挖掘區(qū)域市場(chǎng)“發(fā)展?jié)摿Α钡耐黄瓶?特別是在省產(chǎn)煙極為強(qiáng)勢(shì)的背景下更顯得重要。同時(shí),新邵縣為邵陽地區(qū)省產(chǎn)煙比例較低的縣域市場(chǎng),因此為滿足日益增長(zhǎng)的卷煙市場(chǎng)消費(fèi)需求,唯有切實(shí)實(shí)現(xiàn)省外卷煙的落地消費(fèi),才能實(shí)現(xiàn)新邵縣煙草又快又好地發(fā)展。本文從分析新邵縣煙草省外卷煙營(yíng)銷現(xiàn)狀出發(fā),并立足新邵縣省外卷煙營(yíng)銷環(huán)境和上級(jí)煙草公司要求,提出了新邵縣省外卷煙營(yíng)銷的發(fā)展目標(biāo)。同時(shí),結(jié)合7P營(yíng)銷理論,從省外卷煙的產(chǎn)品選擇與貨源管理、價(jià)格管理、渠道管理、營(yíng)銷推廣、流程管理、團(tuán)隊(duì)建設(shè)、形象建設(shè)七個(gè)方面闡述了優(yōu)化省外卷煙營(yíng)銷策略的對(duì)策和措施,以保證省外卷煙營(yíng)銷目標(biāo)的實(shí)現(xiàn)。
[Abstract]:In recent years, with the rapid development of Hunan Zhongyan to the outside market, Furong Wang, Baisha and other provinces in the production planning of quantitative premise, the supply of the province has far to meet the needs of the market. In order to meet the market demand, it is urgent to do well in the marketing of cigarettes outside the province, on the one hand, it is the duty of the tobacco commercial company to supplement the cigarettes with good market performance and good growth. On the other hand, it is also a breakthrough for tobacco commercial companies to tap the "development potential" of the regional market under the condition of "demand inflection point approaching" in the cigarette market, especially in the context of the extremely strong production of tobacco. At the same time, it is even more important. Xinshao County is a county market with low tobacco production ratio in Shaoyang area. Therefore, in order to meet the increasing demand of cigarette market, it is necessary to realize the falling consumption of cigarettes outside the province. In order to realize the rapid and good development of tobacco in Xinshao County, this paper analyzes the current situation of cigarette marketing in Xinshao County outside the province, and bases on the environment of cigarette marketing outside Xinshao County and the requirements of higher tobacco companies. The development goal of cigarette marketing outside Xinshao county is put forward. At the same time, combining with 7P marketing theory, the paper discusses the product selection and supply source management, price management, channel management, marketing promotion and process management of cigarettes outside the province. This paper expounds the countermeasures and measures of optimizing the marketing strategy of cigarette outside the province in order to ensure the realization of the goal of cigarette marketing outside the province in seven aspects of team building and image building.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.8;F274

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本文編號(hào)：1421555