本文選題：CZ市煙草公司 + SWOT�。� 參考：《廣西大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)加入WT0,國(guó)內(nèi)煙草企業(yè)面臨著來自國(guó)際煙草巨頭的競(jìng)爭(zhēng)壓力,市場(chǎng)競(jìng)爭(zhēng)的加劇,推動(dòng)著煙草管理體制市場(chǎng)化進(jìn)程的加快。我國(guó)煙草行業(yè)企業(yè)將不得不站在一個(gè)嶄新、公平、公開的國(guó)際競(jìng)爭(zhēng)平臺(tái)上,直面實(shí)力強(qiáng)大的對(duì)手,參與國(guó)際國(guó)內(nèi)市場(chǎng)的角逐。正確的企業(yè)戰(zhàn)略是取得成功的前提,但是當(dāng)前煙草企業(yè)的市場(chǎng)營(yíng)銷戰(zhàn)略策略還存在不足,這對(duì)所有煙草公司來說都是需要迫切解決改善的問題,做好煙草企業(yè)的市場(chǎng)營(yíng)銷戰(zhàn)略計(jì)劃不僅對(duì)煙草企業(yè)有著重要意義,且關(guān)系著其前途和命運(yùn)。通過有效可行的營(yíng)銷戰(zhàn)略策略實(shí)行市場(chǎng)營(yíng)銷來參與市場(chǎng)競(jìng)爭(zhēng),可提升公司的市場(chǎng)競(jìng)爭(zhēng)力。本文首先從市場(chǎng)營(yíng)銷戰(zhàn)略策略出發(fā)探討了其相關(guān)理論；其次,分析了CZ公司的營(yíng)銷現(xiàn)狀,對(duì)卷煙消費(fèi)者和零售客戶做了市場(chǎng)調(diào)查,探討了CZ公司當(dāng)前經(jīng)營(yíng)情況以及內(nèi)外部環(huán)境情況,在此基礎(chǔ)上,有針對(duì)性的提出了市場(chǎng)營(yíng)銷戰(zhàn)略計(jì)劃和實(shí)施規(guī)劃,并根據(jù)戰(zhàn)略要求給公司制定出適合的營(yíng)銷組合策略。最后,為確保戰(zhàn)略和策略得到有效貫徹和執(zhí)行,本文對(duì)營(yíng)銷戰(zhàn)略的實(shí)施和控制方法進(jìn)行了深入研究,從控制措施應(yīng)遵循的原則、步驟、方法入手,提出用制度、財(cái)務(wù)、組織的保障措施,以及用人員激勵(lì)的方法確保戰(zhàn)略執(zhí)行的方法。
[Abstract]:With China's entry into WTO, the domestic tobacco enterprises are facing the competition pressure from the international tobacco giants, the intensification of market competition, and the acceleration of the marketization process of tobacco management system. Chinese tobacco industry enterprises will have to stand on a brand new, fair and open international competition platform, face up to the powerful competitors, participate in the international and domestic market competition. The correct corporate strategy is the prerequisite for success, but the current marketing strategy of tobacco enterprises is still inadequate, which is an urgent need to solve the problem of improvement for all tobacco companies. To do well the marketing strategy plan of tobacco enterprises is not only of great significance to tobacco enterprises, but also related to the future and destiny of tobacco enterprises. Through effective and feasible marketing strategy to carry out marketing to participate in market competition, can enhance the company's market competitiveness. This paper first discusses the relevant theories from the marketing strategy, secondly, analyzes the current marketing situation of CZ Company, and makes a market survey on cigarette consumers and retail customers. This paper probes into the current operating situation and the internal and external environment of CZ Company, and on this basis, puts forward the marketing strategic plan and implementation plan, and formulates the suitable marketing combination strategy for the company according to the strategic requirements. Finally, in order to ensure the effective implementation and implementation of the strategy and strategy, this paper makes a deep study on the implementation and control methods of the marketing strategy, starting with the principles, steps, methods to be followed by the control measures, putting forward the system and finance, The organization's safeguards, as well as the use of personnel incentives to ensure the implementation of the strategy.
【學(xué)位授予單位】：廣西大學(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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