本文關鍵詞： N市煙草公司 營銷策略優(yōu)化 改善實施　出處：《南昌大學》2017年碩士論文　論文類型：學位論文

【摘要】：在我國十四億人口中,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)在我國有著極其龐大的市場,煙草行業(yè)也是我國的主力。然而隨著各地煙草品牌的不斷涌現(xiàn),煙草市場的競爭壓力也在不斷增大。煙草行業(yè)的巨額收入,讓各地煙草公司成為當?shù)卣饕龀值膶ο蟆市煙草公司作為江西省重點扶持的煙草企業(yè),也依然會受到來自周邊省市煙草市場、國內(nèi)著名煙草品牌的競爭和傾軋,市場營銷現(xiàn)狀不容樂觀。當前殘酷的市場競爭環(huán)境迫使N市煙草公司不得不去搶占市場,擴大市場份額,尋找市場中可能存在的優(yōu)化點,以此來擴大N市煙草公司的營銷份額。本文通過分析目前N市煙草公司的營銷環(huán)境,找出N市煙草公司營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)略制定營銷策略的優(yōu)化方案,試圖解決目前N市煙草公司市場營銷策略中的價格策略不合理、品牌培育策略待提高、卷煙營銷策略執(zhí)行力弱等問題,并提出整合、培育品牌,調(diào)整價格策略,拓寬營銷渠道,建設零售終端,優(yōu)化宣傳,制定促銷策略,制定營銷激勵策略等措施。希望能對N市煙草公司當前市場營銷策略提供幫助。
[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.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.8

【參考文獻】

相關期刊論文 前5條

1 郭建慶;;對市場營銷上水平的思考與探索[J];商業(yè)文化(學術版);2010年12期

2 高建中;;多元化市場情況下市場營銷的渠道管理[J];財經(jīng)界(學術版);2010年12期

3 王波;;市場營銷人員核心能力體系研究[J];中國市場;2010年49期

4 張坤炎;;市場營銷中應如何與客戶交流[J];中國城市金融;2010年07期

5 劉建福,劉鐘祥,楊達輝,羅登山,秦前浩;我國卷煙產(chǎn)品發(fā)展方向的研究(上)[J];中國煙草學報;2002年04期

相關碩士學位論文 前1條

1 沈燦;常德市煙草公司卷煙營銷策略優(yōu)化研究[D];中南大學;2011年

，

本文編號：1531227