本文選題：泰安煙草　切入點：魯產(chǎn)卷煙　出處：《山東農(nóng)業(yè)大學(xué)》2015年碩士論文

【摘要】：作為世界上最大的煙草產(chǎn)銷國,中國煙草行業(yè)產(chǎn)銷量占到了全球產(chǎn)銷量的近三成,地位之重要由此可見一斑。在中國,煙草行業(yè)也是國民經(jīng)濟(jì)的重要支柱產(chǎn)業(yè),為國家財政收入和國民經(jīng)濟(jì)發(fā)展做出了重要貢獻(xiàn)。2003年前的中國煙草行業(yè)可謂群雄逐鹿,各大卷煙品牌在原產(chǎn)地優(yōu)勢都很大,但在省外市場卻也都一籌莫展,卷煙品牌的知名度僅限于本省,并不具備很大的競爭力,面對控?zé)熀袈暼諠u提高的現(xiàn)狀和中國進(jìn)入世貿(mào)組織后世界煙草巨頭的競爭壓力,中國的煙草行業(yè)必須要改革。2003年起國家煙草專賣局著力推行卷煙品牌整合和工商企業(yè)業(yè)務(wù)分離,著力構(gòu)建“大市場,大企業(yè),大品牌”的煙草行業(yè)新格局。目光回到省內(nèi)和泰安市場,山東省作為我國的一個經(jīng)濟(jì)和煙草大省,卷煙銷量和利稅均列全國前列,但是在2003年以來的煙草行業(yè)大變革中,“泰山”品牌卻一直未能躋身先進(jìn)行列。究其原因,山東煙草發(fā)展態(tài)勢與全國的情況如出一轍,卷煙品牌多是市級甚至縣級市場內(nèi)的暢銷品牌,不具備任何產(chǎn)地外的競爭優(yōu)勢。泰安市是世界知名的旅游城市,流動人口較大,隨著旅游市場的開發(fā),近年來的旅游人口呈逐年上升趨勢,對卷煙的銷售是一個巨大的推動力,特別是“泰山”品牌借助泰山的號召力,理應(yīng)有非常良好的銷售前景,但是目前“泰山”品牌在泰安市的銷售情況并沒有達(dá)到預(yù)期。如何整合優(yōu)勢資源,提升“泰山”品牌卷煙在泰安市場的競爭力,是一個需要仔細(xì)研究的當(dāng)務(wù)之急,也是推動“泰山”品牌銷量提升的關(guān)鍵問題之一。為更好的解決“泰山”品牌卷煙在泰安市場的發(fā)展問題,構(gòu)建真正切實有效的營銷策略,本文首先以品牌營銷相關(guān)理論為切入點,詳細(xì)分析了我國煙草行業(yè)所處的宏觀環(huán)境和泰安煙草卷煙品牌營銷所處微觀環(huán)境。針對宏觀環(huán)境文中運(yùn)用PEST分析法分析我國煙草行業(yè)所處環(huán)境;針對泰安煙草市場所處微觀環(huán)境,緊緊抓住市場營銷的核心:消費(fèi)者,同時結(jié)合泰安市場實際,有針對性的開展消費(fèi)市場調(diào)研和泰山景區(qū)市場調(diào)研,進(jìn)一步明確泰安市卷煙總體市場和重點市場概況。結(jié)合對宏觀、微觀的概括分析,繼而從零售終端資源管理、景區(qū)市場開發(fā)、婚慶市場引導(dǎo)等角度,對“泰山”品牌卷煙的營銷策略進(jìn)行了再建。新的營銷策略對銷量目標(biāo)進(jìn)行了量化,使“泰山”品牌的營銷工作目標(biāo)更為明確,策略以更為精準(zhǔn)的消費(fèi)者需求為切入點,緊緊抓住卷煙零售終端這一重要節(jié)點,通過對零售終端的調(diào)查、評價重新對其進(jìn)行分類,以此來向零售客戶提供更為準(zhǔn)確的幫扶和支持,同時針對泰山景區(qū)等重點市場,制訂了更有針對性的營銷策略,確保重點市場的突破,引領(lǐng)整體卷煙銷售的提升,最后,為確保以上策略能夠順利實施,起到實際效果,還構(gòu)建了《泰安煙草績效考核管理辦法》和《“泰山”品牌培育專項考核管理辦法》,兩項制度的推行必然會使廣大煙草營銷人員工作思路更為清晰、工作方向更為明確,為營銷目標(biāo)的實現(xiàn)起到保駕護(hù)航的作用。
[Abstract]:As the world's largest tobacco production country, China tobacco industry production and sales accounted for nearly 30% of global production and sales of the important status in the Chinese. This remarkable, the tobacco industry is an important pillar industry of the national economy, national fiscal revenue and the development of the national economy has made important contributions to.2003 years ago, the tobacco industry is China the cigarette brand in the feudal lords vying for the throne, origin are of great advantage, but in the domestic market but also have no cigarette brand awareness is limited to the province, do not have very competitive, facing the competition pressure of the world tobacco giant voice control status rising and China into WTO, Chinese tobacco industry must reform.2003 since the State Tobacco Monopoly Bureau to carry out cigarette brand integration and business operations, efforts to build a "big market, big companies, big brands" The new pattern of the tobacco industry. Back to the province and Tai'an, Shandong Province as the country's economy and a big province of tobacco, cigarette sales and profits are among the forefront of the country, but in 2003 since the tobacco industry transformation, "Taishan" brand has been unable to advanced ranks. The reason, development trend Shandong tobacco and the national situation is exactly the same, even cigarette brands are most in the county-level market selling brand, do not have any place outside the competition. Tai'an city is the world famous tourist city, the floating population is large, with the development of the tourism market in recent years, the tourism population increased year by year, the sales of cigarettes is a huge driving force, especially the "Taishan" brand by Taishan's appeal, should have very good sales prospects, but the current "Taishan" brand in Tai'an City Sales Did not meet expectations. How to integrate the advantages of resources, enhance the "Taishan" brand of cigarettes in the Tai'an market competitiveness, is a pressing matter of the moment a need to carefully study, but also to promote the "one of the key problems of Taishan" brand sales promotion. In order to solve problems in the development of "Taishan" brand cigarette market in Tai'an, to build a truly effective the marketing strategy, based on the relevant theories of brand marketing as the breakthrough point, analyzes the macro environment of China's tobacco industry and the Tai'an tobacco cigarette brand marketing and the micro environment. Aiming at the macro environment with PEST analysis of China's tobacco industry environment in Tai'an; the micro environment of the tobacco market, firmly grasp the core of marketing: consumers, combined with the actual Tai'an market, the consumer market research and market research to carry out the Taishan scenic area of, To further clarify the situation of Tai'an cigarette general market and key market. Based on the analysis of macro, micro summary, and then from the retail terminal resource management, market development area, the wedding market guide angle of "Taishan" brand cigarette marketing strategy was built. The new marketing strategy has carried on the quantification to the sales target, make "Taishan" brand marketing strategy is more clearly, with more accurate consumer demand as the starting point, seize the important nodes of the cigarette retail terminal, through the investigation of the retail terminal, re evaluation of its classification, in order to retail customers to provide more accurate assistance and support, at the same time in Taishan scenic spots and other key markets, develop more targeted marketing strategy, to ensure that the focus of the market breakthrough, leading the whole cigarette sales promotion, finally, to ensure that the strategy can shun The implementation, to the actual effect, also constructs the performance appraisal management of Tai'an tobacco > > and < "Taishan" brand cultivation measures on the administration of the special assessment, two of the implementation of the system will make the work of thinking the tobacco marketing personnel is more clear, work more clear, to achieve the marketing target to escort the role of escort.

【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8;F274

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