本文選題：東營　切入點(diǎn)：煙草　出處：《武漢工程大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：制定并實(shí)施有效的營銷策略有助于企業(yè)更好地發(fā)揮優(yōu)勢(shì)、掌控市場(chǎng),創(chuàng)造更高的利潤。山東東營煙草有限公司作為地市級(jí)煙草商業(yè)企業(yè),在當(dāng)前社會(huì)控?zé)煭h(huán)境和經(jīng)濟(jì)下行壓力下,卷煙營銷難度大,營銷工作效果差,企業(yè)利潤增長緩慢。制定并實(shí)施更加科學(xué)有效的煙草營銷策略,更好的滿足市場(chǎng)需求,保持企業(yè)銷售業(yè)績?cè)鲩L,已成為擺在山東東營煙草有限公司面前的重要課題。本文運(yùn)用市場(chǎng)營銷的相關(guān)理論,采用環(huán)境分析和SWOT模型等方法,對(duì)山東東營煙草有限公司卷煙營銷進(jìn)行了深入分析,提出其營銷策略及其實(shí)施保障措施。主要研究內(nèi)容:首先,闡述了市場(chǎng)營銷的相關(guān)理論,包括4P、4C、4R理論等;接著,分析了山東東營煙草有限公司卷煙營銷的宏觀及微觀環(huán)境,分析了公司營銷現(xiàn)狀,指出了卷煙營銷存在的主要問題;然后,在環(huán)境和現(xiàn)狀分析的基礎(chǔ)上,分別從產(chǎn)品、價(jià)格、渠道、促銷等方面提出了構(gòu)建山東東營煙草有限公司營銷策略的基本思想;最后,提出了實(shí)施東營卷煙營銷策略的保障措施,以確保卷煙營銷策略有效實(shí)施。本文根據(jù)山東東營煙草有限公司卷煙營銷現(xiàn)狀和作者工作崗位選題,系統(tǒng)深入研究了山東東營煙草公司營銷策略,是一次十分有益的探索。論文的研究成果,不僅能夠應(yīng)用于山東東營煙草有限公司營銷實(shí)踐,提高營銷的有效性,增強(qiáng)企業(yè)競(jìng)爭(zhēng)力和經(jīng)濟(jì)效益;亦可供其他類似企業(yè)參考借鑒。
[Abstract]:Making and implementing effective marketing strategies will help enterprises to better exert their advantages, control the market and create higher profits. Shandong Dongying Tobacco Co., Ltd. is a prefecture-level tobacco commercial enterprise. Under the current social environment of tobacco control and the downward pressure of economy, cigarette marketing is difficult, the effect of marketing is poor, and the profit growth of enterprises is slow. A more scientific and effective tobacco marketing strategy is formulated and implemented to better meet the market demand. It has become an important subject for Shandong Dongying Tobacco Co., Ltd to maintain the growth of enterprise sales performance. This paper applies the relevant theories of marketing, environmental analysis and SWOT model, etc. This paper deeply analyzes cigarette marketing of Shandong Dongying Tobacco Co., Ltd., puts forward its marketing strategy and its implementation guarantee measures. The main research contents are as follows: firstly, the related theories of marketing, including 4Pn4CX 4R theory, etc. This paper analyzes the macro and micro environment of cigarette marketing in Shandong Dongying Tobacco Co., Ltd., analyzes the present situation of the company's marketing, points out the main problems existing in cigarette marketing, and then, on the basis of the analysis of the environment and the present situation, analyzes the products and prices, respectively. In the aspects of channel, promotion and so on, the author puts forward the basic idea of constructing the marketing strategy of Shandong Dongying Tobacco Co., Ltd. Finally, it puts forward the safeguard measures to carry out the marketing strategy of Dongying cigarette. In order to ensure the effective implementation of cigarette marketing strategy, according to the current situation of cigarette marketing in Shandong Dongying Tobacco Co., Ltd and the selection of the author's position, this paper systematically and deeply studied the marketing strategy of Shandong Dongying Tobacco Company. The research results of this paper not only can be applied to the marketing practice of Shandong Dongying Tobacco Co., Ltd., but also can be used for reference by other similar enterprises.
【學(xué)位授予單位】：武漢工程大學(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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