韶山煙草營銷策略優(yōu)化研究
發(fā)布時間：2018-12-08 14:11
【摘要】：長期以來,我國煙草行業(yè)實行國家專賣專營制度,國家對煙草行業(yè)采取“統一領導、垂直管理、專賣專營”的政策。經過多年持續(xù)發(fā)展,煙草行業(yè)的產品質量不斷提升,經營行為不斷規(guī)范,逐步保障了消費者利益,穩(wěn)步提高了國家財政收入。但近些年來,中國煙草行業(yè)面臨“四大難題”和“四大挑戰(zhàn)”的重重壓力,發(fā)展進入瓶頸期。進入2016年,受社會經濟發(fā)展“新常態(tài)”和控煙要求提高等外部因素的影響,煙草行業(yè)出現了“三個大幅下滑”和“兩個居高不下”的現象,營銷策略、營銷內部供求關系以及煙草品牌發(fā)展等問題開始凸顯,營銷體制改革已刻不容緩。韶山市煙草分公司面臨著煙草行業(yè)發(fā)展的共同難題,優(yōu)化企業(yè)的營銷策略,提升產品競爭力已然成為當前韶山煙草公司的重要訴求。本文基于市場營銷基本理論,通過對韶山煙草分公司營銷狀況的分析,揭示其在產品供求、貨源保障、市場價格、零售終端建設與促銷活動方面存在的問題,運用文獻研究法、定性分析與定量分析結合法、歸納分析和比較分析法,對營銷渠道、價格策略、品牌產品策略、促銷策略及其實施方案等進行優(yōu)化,以期達到貨源供給科學到位、品牌培育成效顯著、社會效益不斷提升的目的,進而實現韶山煙草分公司持續(xù)穩(wěn)定發(fā)展。韶山煙草營銷策略優(yōu)化研究以韶山市煙草分公司營銷現狀為研究對象,在回顧國內外相關文獻的基礎上,闡述市場營銷的概念、內涵和目的,梳理市場營銷的相關理論,分析煙草營銷的特性,探究韶山市煙草分公司營銷的基本情況;分析韶山煙草所處的宏觀環(huán)境和產業(yè)環(huán)境,從公司的物流管理、人力資源和采購等方面分析其所處的內部環(huán)境;然后從韶山煙草分公司營銷現狀著手,分析韶山煙草營銷方面存在的主要問題。最后根據實際情況,分別從產品策略、價格策略、渠道策略、促銷策略等方面提出營銷策略的優(yōu)化措施。為了確保營銷策略的順利開展,本文從公司組織結構、財務保障系統、市場營銷策略、生產管理措施和企業(yè)文化方面制定了實施和控制的具體措施。當前,煙草商業(yè)企業(yè)都在積極研究市場營銷策略,以期更好的運用于當前的卷煙營銷。相信本文研究成果不僅對韶山市煙草分公司的發(fā)展提出了有益的規(guī)劃,對同行業(yè)其它公司在卷煙營銷策略的改進方面也將有一定的參考價值。
[Abstract]:For a long time, China's tobacco industry has implemented the national monopoly system, and the government has adopted the policy of "unified leadership, vertical management and monopoly" to the tobacco industry. After years of continuous development, the product quality of tobacco industry has been continuously improved, business behavior has been standardized, consumer interests have been gradually protected, and the national financial revenue has been steadily raised. But in recent years, the Chinese tobacco industry is facing the pressure of "four big problems" and "four big challenges", and has entered a bottleneck period. In 2016, under the influence of external factors such as the "new normal" of social and economic development and the improvement of tobacco control requirements, the tobacco industry has appeared the phenomenon of "three large declines" and "two high levels". The problems of internal supply and demand of marketing and the development of tobacco brand begin to highlight, and the reform of marketing system is urgent. Shaoshan Tobacco Company is faced with the common problem of tobacco industry development. It has become an important demand of Shaoshan Tobacco Company to optimize the marketing strategy and enhance the product competitiveness. Based on the basic theory of marketing, through the analysis of the marketing situation of Shaoshan Tobacco Company, this paper reveals the problems existing in the supply and demand of products, the supply and demand of goods, the market price, the construction of retail terminals and the promotion activities. Combining qualitative analysis with quantitative analysis, inductive analysis and comparative analysis, optimize marketing channel, price strategy, brand product strategy, promotion strategy and its implementation plan, in order to achieve scientific supply of goods. The purpose of brand cultivation is remarkable and the social benefit is continuously improved, and then the sustainable and stable development of Shaoshan Tobacco Branch is realized. Shaoshan tobacco marketing strategy optimization research taking Shaoshan tobacco branch marketing status as the research object, on the basis of reviewing the domestic and foreign related literature, expounds the concept, the connotation and the purpose of the marketing, combs the related theory of the marketing. Analyze the characteristics of tobacco marketing, explore the basic situation of Shaoshan tobacco branch marketing; This paper analyzes the macro-environment and industrial environment of Shaoshan tobacco, and analyzes the internal environment of Shaoshan tobacco from the aspects of logistics management, human resources and procurement. Then, the main problems in Shaoshan tobacco marketing are analyzed from the current marketing situation of Shaoshan Tobacco Company. Finally, according to the actual situation, the optimization measures of marketing strategy are put forward from the aspects of product strategy, price strategy, channel strategy, promotion strategy and so on. In order to ensure the smooth development of marketing strategy, this paper formulates the implementation and control measures from the aspects of organization structure, financial security system, marketing strategy, production management measures and corporate culture. At present, tobacco commercial enterprises are actively studying the marketing strategy in order to better apply to the current cigarette marketing. It is believed that the research results of this paper not only put forward beneficial planning for the development of Shaoshan tobacco branch, but also have some reference value for the improvement of cigarette marketing strategy of other companies in the same industry.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.8
本文編號：2368493
[Abstract]:For a long time, China's tobacco industry has implemented the national monopoly system, and the government has adopted the policy of "unified leadership, vertical management and monopoly" to the tobacco industry. After years of continuous development, the product quality of tobacco industry has been continuously improved, business behavior has been standardized, consumer interests have been gradually protected, and the national financial revenue has been steadily raised. But in recent years, the Chinese tobacco industry is facing the pressure of "four big problems" and "four big challenges", and has entered a bottleneck period. In 2016, under the influence of external factors such as the "new normal" of social and economic development and the improvement of tobacco control requirements, the tobacco industry has appeared the phenomenon of "three large declines" and "two high levels". The problems of internal supply and demand of marketing and the development of tobacco brand begin to highlight, and the reform of marketing system is urgent. Shaoshan Tobacco Company is faced with the common problem of tobacco industry development. It has become an important demand of Shaoshan Tobacco Company to optimize the marketing strategy and enhance the product competitiveness. Based on the basic theory of marketing, through the analysis of the marketing situation of Shaoshan Tobacco Company, this paper reveals the problems existing in the supply and demand of products, the supply and demand of goods, the market price, the construction of retail terminals and the promotion activities. Combining qualitative analysis with quantitative analysis, inductive analysis and comparative analysis, optimize marketing channel, price strategy, brand product strategy, promotion strategy and its implementation plan, in order to achieve scientific supply of goods. The purpose of brand cultivation is remarkable and the social benefit is continuously improved, and then the sustainable and stable development of Shaoshan Tobacco Branch is realized. Shaoshan tobacco marketing strategy optimization research taking Shaoshan tobacco branch marketing status as the research object, on the basis of reviewing the domestic and foreign related literature, expounds the concept, the connotation and the purpose of the marketing, combs the related theory of the marketing. Analyze the characteristics of tobacco marketing, explore the basic situation of Shaoshan tobacco branch marketing; This paper analyzes the macro-environment and industrial environment of Shaoshan tobacco, and analyzes the internal environment of Shaoshan tobacco from the aspects of logistics management, human resources and procurement. Then, the main problems in Shaoshan tobacco marketing are analyzed from the current marketing situation of Shaoshan Tobacco Company. Finally, according to the actual situation, the optimization measures of marketing strategy are put forward from the aspects of product strategy, price strategy, channel strategy, promotion strategy and so on. In order to ensure the smooth development of marketing strategy, this paper formulates the implementation and control measures from the aspects of organization structure, financial security system, marketing strategy, production management measures and corporate culture. At present, tobacco commercial enterprises are actively studying the marketing strategy in order to better apply to the current cigarette marketing. It is believed that the research results of this paper not only put forward beneficial planning for the development of Shaoshan tobacco branch, but also have some reference value for the improvement of cigarette marketing strategy of other companies in the same industry.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.8
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