【摘要】：長(zhǎng)期以來(lái),我國(guó)煙草行業(yè)實(shí)行國(guó)家專賣專營(yíng)制度,國(guó)家對(duì)煙草行業(yè)采取“統(tǒng)一領(lǐng)導(dǎo)、垂直管理、專賣專營(yíng)”的政策。經(jīng)過(guò)多年持續(xù)發(fā)展,煙草行業(yè)的產(chǎn)品質(zhì)量不斷提升,經(jīng)營(yíng)行為不斷規(guī)范,逐步保障了消費(fèi)者利益,穩(wěn)步提高了國(guó)家財(cái)政收入。但近些年來(lái),中國(guó)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(jìn)入瓶頸期。進(jìn)入2016年,受社會(huì)經(jīng)濟(jì)發(fā)展“新常態(tài)”和控?zé)熞筇岣叩韧獠恳蛩氐挠绊?煙草行業(yè)出現(xiàn)了“三個(gè)大幅下滑”和“兩個(gè)居高不下”的現(xiàn)象,營(yíng)銷策略、營(yíng)銷內(nèi)部供求關(guān)系以及煙草品牌發(fā)展等問(wèn)題開(kāi)始凸顯,營(yíng)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(yíng)銷策略,提升產(chǎn)品競(jìng)爭(zhēng)力已然成為當(dāng)前韶山煙草公司的重要訴求。本文基于市場(chǎng)營(yíng)銷基本理論,通過(guò)對(duì)韶山煙草分公司營(yíng)銷狀況的分析,揭示其在產(chǎn)品供求、貨源保障、市場(chǎng)價(jià)格、零售終端建設(shè)與促銷活動(dòng)方面存在的問(wèn)題,運(yùn)用文獻(xiàn)研究法、定性分析與定量分析結(jié)合法、歸納分析和比較分析法,對(duì)營(yíng)銷渠道、價(jià)格策略、品牌產(chǎn)品策略、促銷策略及其實(shí)施方案等進(jìn)行優(yōu)化,以期達(dá)到貨源供給科學(xué)到位、品牌培育成效顯著、社會(huì)效益不斷提升的目的,進(jìn)而實(shí)現(xiàn)韶山煙草分公司持續(xù)穩(wěn)定發(fā)展。韶山煙草營(yíng)銷策略優(yōu)化研究以韶山市煙草分公司營(yíng)銷現(xiàn)狀為研究對(duì)象,在回顧國(guó)內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,闡述市場(chǎng)營(yíng)銷的概念、內(nèi)涵和目的,梳理市場(chǎng)營(yíng)銷的相關(guān)理論,分析煙草營(yíng)銷的特性,探究韶山市煙草分公司營(yíng)銷的基本情況;分析韶山煙草所處的宏觀環(huán)境和產(chǎn)業(yè)環(huán)境,從公司的物流管理、人力資源和采購(gòu)等方面分析其所處的內(nèi)部環(huán)境;然后從韶山煙草分公司營(yíng)銷現(xiàn)狀著手,分析韶山煙草營(yíng)銷方面存在的主要問(wèn)題。最后根據(jù)實(shí)際情況,分別從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略等方面提出營(yíng)銷策略的優(yōu)化措施。為了確保營(yíng)銷策略的順利開(kāi)展,本文從公司組織結(jié)構(gòu)、財(cái)務(wù)保障系統(tǒng)、市場(chǎng)營(yíng)銷策略、生產(chǎn)管理措施和企業(yè)文化方面制定了實(shí)施和控制的具體措施。當(dāng)前,煙草商業(yè)企業(yè)都在積極研究市場(chǎng)營(yíng)銷策略,以期更好的運(yùn)用于當(dāng)前的卷煙營(yíng)銷。相信本文研究成果不僅對(duì)韶山市煙草分公司的發(fā)展提出了有益的規(guī)劃,對(duì)同行業(yè)其它公司在卷煙營(yíng)銷策略的改進(jìn)方面也將有一定的參考價(jià)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(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.8

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