本文選題：株洲煙草公司 + 煙草行業(yè)��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：當(dāng)今企業(yè)生存面臨著嚴(yán)峻的市場環(huán)境,如競爭的日益激烈、資源的稀缺以及消費(fèi)者需求的多樣化,這要求企業(yè)在生產(chǎn)經(jīng)營活動中采用科學(xué)合理的營銷策略,而最近幾年受到企業(yè)界和理論界極大關(guān)注的精細(xì)化營銷策略毫無疑問是非常合適的營銷模式,越來越多的品牌和企業(yè)更加注重終端市場,特別是消費(fèi)者的感受,以此來制定企業(yè)和品牌發(fā)展戰(zhàn)略。通過更細(xì)致、準(zhǔn)確、便捷、精密地為消費(fèi)者提供優(yōu)質(zhì)、高效的服務(wù)來贏得更為廣泛的市場份額,促使企業(yè)或品牌實(shí)現(xiàn)新的飛躍。本文以株洲煙草企業(yè)作為主要研究對象,在對4C營銷理論、客戶讓渡價值理論、二八定律及顧客金字塔理論、煙草營銷相關(guān)研究進(jìn)行系統(tǒng)綜述和回顧的基礎(chǔ)上,首先對株洲煙草企業(yè)市場環(huán)境進(jìn)行分析,再對其營銷管理現(xiàn)狀進(jìn)行剖析,提出株洲煙草營銷管理存在的問題。隨后,提出株洲煙草精細(xì)化營銷的原則及思路,’同時對業(yè)務(wù)流程進(jìn)行規(guī)范。株洲煙草精細(xì)化營銷的方案主要包括數(shù)據(jù)收集與整理、客戶細(xì)分與定位、部門職責(zé)明確、精準(zhǔn)需求預(yù)測、精準(zhǔn)卷煙貨源組織、精準(zhǔn)卷煙投放、客戶增值服務(wù)等。最后,對株洲煙草實(shí)施精準(zhǔn)化營銷提出實(shí)施步驟及保障措施。本文針對株洲煙草公司的發(fā)展實(shí)際,分析了株洲煙草精細(xì)化營銷的現(xiàn)狀和問題,并針對性的提出了株洲煙草公司精細(xì)化營銷的具體方案、實(shí)施步驟等,對于推動株洲煙草精細(xì)化營銷有一定的實(shí)際意義,同時對于精細(xì)化營銷在煙草企業(yè)營銷管理中的深化運(yùn)用具有一定的指導(dǎo)意義。
[Abstract]:Nowadays, enterprises are faced with a severe market environment, such as the increasingly fierce competition, the scarcity of resources and the diversification of consumer demand, which requires enterprises to adopt scientific and reasonable marketing strategies in their production and operation activities. In recent years, the refined marketing strategy, which has received great attention from the business and theoretical circles in recent years, is undoubtedly a very suitable marketing model. More and more brands and enterprises are paying more attention to the end market, especially the feelings of consumers. In order to formulate the enterprise and brand development strategy. Through more meticulous, accurate, convenient, precision to provide high quality, efficient service to consumers to win a wider market share, to promote the enterprise or brand to achieve a new leap. In this paper, Zhuzhou tobacco enterprises as the main research object, on the basis of the 4C marketing theory, customer transfer value theory, the law of 28 and customer pyramid theory, tobacco marketing related research on the basis of a systematic review and review. Firstly, the market environment of Zhuzhou tobacco enterprise is analyzed, then the current situation of its marketing management is analyzed, and the existing problems of Zhuzhou tobacco marketing management are put forward. Subsequently, the paper puts forward the principles and ideas of tobacco fine marketing in Zhuzhou and standardizes the business process. Zhuzhou tobacco fine marketing program mainly includes data collection and collation, customer segmentation and positioning, department responsibilities clear, accurate demand prediction, accurate cigarette supply organization, precision cigarette placement, customer value-added services and so on. Finally, the implementation steps and safeguard measures of precision marketing of Zhuzhou tobacco are put forward. According to the development practice of Zhuzhou Tobacco Company, this paper analyzes the current situation and problems of Zhuzhou tobacco fine marketing, and puts forward the specific plan, implementation steps and so on. It has a certain practical significance for promoting the fine marketing of Zhuzhou tobacco, and has certain guiding significance for the further application of the refined marketing in the marketing management of tobacco enterprises.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.8

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