本文關(guān)鍵詞： 金華煙草 SWOT分析 營銷戰(zhàn)略 保障措施　出處：《河北地質(zhì)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在國家專賣政策支持下中國煙草業(yè)得到了很大發(fā)展,它是我國的財(cái)稅源泉之一,也為各級(jí)地方財(cái)政提供重要支持,因此它為我國的經(jīng)濟(jì)建設(shè)做出了巨大貢獻(xiàn)。然而,當(dāng)我們回顧歷史并展望未來時(shí),卻不得不為在這繁榮景象下隱藏著的危機(jī)隱患而擔(dān)憂。隨著全球經(jīng)濟(jì)一體化,各行業(yè)國際競爭力逐漸加強(qiáng),煙草行業(yè)也面臨著巨大的競爭危機(jī),必須選擇改變營銷戰(zhàn)略,否則將被市場所淘汰。因此,煙草企業(yè)市場營銷戰(zhàn)略的正確與否關(guān)乎到企業(yè)的前途和命運(yùn)�；谶@樣的背景,煙草企業(yè)市場營銷戰(zhàn)略的調(diào)整與實(shí)施,對(duì)于企業(yè)發(fā)展后勁的助推,企業(yè)核心競爭力的提升具有極其重要的現(xiàn)實(shí)意義。我國煙草行業(yè)對(duì)發(fā)展趨勢(shì)的把握,對(duì)自身的內(nèi)在優(yōu)勢(shì)與劣勢(shì)的審視,對(duì)相應(yīng)的戰(zhàn)略方法的選擇,對(duì)未來較長時(shí)期的發(fā)展目標(biāo)和競爭方式的制定,以及煙草公司有可能面臨的一系列問題必須認(rèn)真思考和深入研究,鞏固改革成果,抓住歷史機(jī)遇,迎接新的挑戰(zhàn)。本文首先闡述營銷戰(zhàn)略的相關(guān)理論,分析金華市煙草公司的經(jīng)營現(xiàn)狀,研究金華市煙草公司煙草行業(yè)的外部環(huán)境、公司的內(nèi)部資源。其次,運(yùn)用SWOT分析,提出金華市煙草公司的企業(yè)發(fā)展目標(biāo),從研究對(duì)象的選擇、制定、操作實(shí)施、控制及評(píng)價(jià)幾個(gè)方面進(jìn)行系統(tǒng)的分析,最終針對(duì)研究結(jié)果提出一套可實(shí)施性戰(zhàn)略措施。對(duì)于金華市煙草公司提升企業(yè)的市場競爭力、掌控零售客戶和煙草市場具有一定的實(shí)際價(jià)值。
[Abstract]:Supported by the national monopoly policy, the tobacco industry in China has been greatly developed. It is one of the sources of finance and taxation in China, and it also provides important support for local finance at all levels. Therefore, it has made a great contribution to the economic construction of our country. However, as we look back on history and look forward to the future, we have to worry about the hidden dangers of crisis in this prosperous scene. With the integration of the global economy. The international competitiveness of various industries is gradually strengthened, the tobacco industry is also facing a huge competition crisis, we must choose to change the marketing strategy, otherwise will be eliminated by the market. Whether the marketing strategy of tobacco enterprise is correct or not is related to the future and destiny of the enterprise. Based on this background, the adjustment and implementation of marketing strategy of tobacco enterprise will promote the development of enterprise. The promotion of the core competitiveness of enterprises is of great practical significance. The tobacco industry in China grasps the development trend, examines its own internal strengths and weaknesses, and selects the corresponding strategic methods. The formulation of the development goal and competition mode for a long period in the future, as well as a series of problems that tobacco companies may face, must be carefully considered and deeply studied to consolidate the achievements of reform and seize the historical opportunity. To meet the new challenges. Firstly, this paper describes the relevant theory of marketing strategy, analyzes the current situation of Jinhua tobacco company, studies the external environment of Jinhua tobacco industry, the internal resources of the company. Secondly. By using SWOT analysis, this paper puts forward the enterprise development goal of Jinhua Tobacco Company, and systematically analyzes the selection, formulation, operation, implementation, control and evaluation of the research object. Finally, a set of implementable strategic measures are put forward for Jinhua Tobacco Company to enhance the market competitiveness of enterprises and control the retail customers and tobacco market.
【學(xué)位授予單位】：河北地質(zhì)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.8;F274

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