【摘要】：近幾年來,煙草行業(yè)飛速發(fā)展,銷量和稅利增長(zhǎng)勢(shì)頭強(qiáng)勁,發(fā)展步伐明顯加快。在發(fā)展的同時(shí),煙草行業(yè)也始終緊跟我國(guó)改革開放的步伐。煙草產(chǎn)品既是遵循市場(chǎng)規(guī)律的一般商品又是被國(guó)家專賣政策保護(hù)且壟斷經(jīng)營(yíng)的特殊商品,正是這種雙重屬性,使得卷煙商品一方面要堅(jiān)持國(guó)家的政策領(lǐng)導(dǎo),實(shí)現(xiàn)煙草本身的特殊功能,另一方面又要貼合市場(chǎng),遵循市場(chǎng)化規(guī)律,最大程度的提升自身競(jìng)爭(zhēng)實(shí)力和零售客戶滿意度。尤其在卷煙貨源投放方面,更是要走市場(chǎng)化路線,才能取得煙草行業(yè)的長(zhǎng)足發(fā)展。本文從煙草行業(yè)卷煙貨源投放形勢(shì)的大背景下出發(fā),通過對(duì)南昌煙草公司外部市場(chǎng)環(huán)境和內(nèi)部營(yíng)銷現(xiàn)狀包括品牌和貨源等的分析,總結(jié)出南昌市煙草公司貨源投放策略上存在的問題,如高檔卷煙的分配、貨源政策的傾斜、緊俏貨源的投放、省產(chǎn)煙的銷售等。從這些具體問題出發(fā),結(jié)合南昌市煙草公司的具體貨源投放流程,進(jìn)行貨源投放的相關(guān)改進(jìn)研究。制定了三項(xiàng)具體措施:一是建立客戶分級(jí)評(píng)價(jià)體系,二是貨源總量管理方面,根據(jù)客戶真實(shí)銷售情況,核定客戶貨源供應(yīng)總量上限,三是具體投放策略方面,按貨源屬性并結(jié)合價(jià)類、地區(qū)、客戶級(jí)別、客戶需求等因素進(jìn)行策略制定。最后從經(jīng)濟(jì)效益和社會(huì)效益兩方面進(jìn)行評(píng)估,運(yùn)用量化指標(biāo)的對(duì)比來發(fā)現(xiàn)方案的優(yōu)勢(shì)和不足之處。
[Abstract]:In recent years, the tobacco industry has developed rapidly, sales volume and tax profit growth momentum is strong, the pace of development is obviously accelerated. At the same time, the tobacco industry has always followed the pace of reform and opening up in China. Tobacco products are not only general commodities that follow the market law, but also special commodities protected and monopolized by the national monopoly policy. It is precisely this dual attribute that makes cigarette commodities insist on the national policy leadership on the one hand. To realize the special function of tobacco itself, on the other hand, it is necessary to match the market, follow the law of marketization, and promote its own competitive strength and retail customer satisfaction to the greatest extent. Especially in the supply of cigarette, it is necessary to take the market-oriented route in order to achieve the rapid development of the tobacco industry. Under the background of the situation of cigarette supply in tobacco industry, this paper analyzes the external market environment and internal marketing situation of Nanchang Tobacco Company, including brand and supply, etc. The problems existing in the supply strategy of Nanchang tobacco company are summarized, such as the distribution of high-grade cigarettes, the tilting of the supply policy, the tight supply of goods, the sale of tobacco production and so on. Starting from these specific problems, combined with the specific supply delivery process of Nanchang Tobacco Company, the improvement of supply source delivery is studied. Three specific measures have been formulated: first, to establish a customer rating evaluation system; second, to determine the upper limit of the total supply of goods supplied by customers according to the actual sales situation of the customers; and third, to specify the delivery strategy. According to the source attribute and combined with price category, region, customer level, customer demand and other factors to make the strategy. Finally, the advantages and disadvantages of the scheme are found through the comparison of the quantitative indexes from the two aspects of economic and social benefits.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.8

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