發(fā)布時(shí)間：2018-02-24 18:16

  本文關(guān)鍵詞： N市煙草公司 營(yíng)銷策略優(yōu)化 改善實(shí)施　出處：《南昌大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在我國(guó)十四億人口中,有超過半數(shù)以上的人都是煙民或潛在煙民,因此煙草行業(yè)在我國(guó)有著極其龐大的市場(chǎng),煙草行業(yè)也是我國(guó)的主力。然而隨著各地?zé)煵萜放频牟粩嘤楷F(xiàn),煙草市場(chǎng)的競(jìng)爭(zhēng)壓力也在不斷增大。煙草行業(yè)的巨額收入,讓各地?zé)煵莨境蔀楫?dāng)?shù)卣饕龀值膶?duì)象。N市煙草公司作為江西省重點(diǎn)扶持的煙草企業(yè),也依然會(huì)受到來自周邊省市煙草市場(chǎng)、國(guó)內(nèi)著名煙草品牌的競(jìng)爭(zhēng)和傾軋,市場(chǎng)營(yíng)銷現(xiàn)狀不容樂觀。當(dāng)前殘酷的市場(chǎng)競(jìng)爭(zhēng)環(huán)境迫使N市煙草公司不得不去搶占市場(chǎng),擴(kuò)大市場(chǎng)份額,尋找市場(chǎng)中可能存在的優(yōu)化點(diǎn),以此來擴(kuò)大N市煙草公司的營(yíng)銷份額。本文通過分析目前N市煙草公司的營(yíng)銷環(huán)境,找出N市煙草公司營(yíng)銷策略中存在的問題,并且依照N市煙草公司未來發(fā)展戰(zhàn)略制定營(yíng)銷策略的優(yōu)化方案,試圖解決目前N市煙草公司市場(chǎng)營(yíng)銷策略中的價(jià)格策略不合理、品牌培育策略待提高、卷煙營(yíng)銷策略執(zhí)行力弱等問題,并提出整合、培育品牌,調(diào)整價(jià)格策略,拓寬營(yíng)銷渠道,建設(shè)零售終端,優(yōu)化宣傳,制定促銷策略,制定營(yíng)銷激勵(lì)策略等措施。希望能對(duì)N市煙草公司當(dāng)前市場(chǎng)營(yíng)銷策略提供幫助。
[Abstract]:More than half of our country's 1.4 billion people are smokers or potential smokers, so the tobacco industry has an extremely large market in our country, and the tobacco industry is also the main force of our country. However, with the continuous emergence of tobacco brands in various places, The competition pressure in the tobacco market is also increasing. The huge revenue from the tobacco industry has made local tobacco companies the main object of support by the local government. It will still be subject to competition from the tobacco market in neighboring provinces and cities, and the competition and rolling of famous domestic tobacco brands. The current situation of marketing is not optimistic. The current cruel market competition environment forces the tobacco companies in N City to seize the market. In order to expand the marketing share of N City Tobacco Company, this paper analyzes the marketing environment of N City Tobacco Company and finds out the problems existing in the marketing strategy of N City Tobacco Company. And according to the future development strategy of N City Tobacco Company to formulate the optimization plan of marketing strategy, trying to solve the current N City tobacco company marketing strategy price strategy unreasonable, brand cultivation strategy to be improved. Some problems such as weak executive power of cigarette marketing strategy are put forward, such as integrating, cultivating brand, adjusting price strategy, widening marketing channel, building retail terminal, optimizing propaganda, making promotion strategy, etc. To establish marketing incentive strategy and other measures. Hope to provide help to N City Tobacco Company's current marketing strategy.
【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】：2017
【分類號(hào)】：F274;F426.8

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本文編號(hào)：1531227