本文關(guān)鍵詞： 煙草企業(yè) 營(yíng)銷策略 構(gòu)建 保障措施　出處：《中國(guó)海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著行業(yè)改革和市場(chǎng)經(jīng)濟(jì)的發(fā)展，對(duì)于長(zhǎng)期處于壟斷和不完全競(jìng)爭(zhēng)狀態(tài)的中國(guó)煙草行業(yè)來(lái)說(shuō)，將面臨著煙草專賣體制改革和市場(chǎng)競(jìng)爭(zhēng)的壓力。在新的形勢(shì)下，煙草行業(yè)要想取得更大突破就必須運(yùn)用系統(tǒng)、先進(jìn)的市場(chǎng)營(yíng)銷理論來(lái)指導(dǎo)卷煙經(jīng)營(yíng)，制定行之有效的卷煙營(yíng)銷策略，提升市場(chǎng)競(jìng)爭(zhēng)力。 近年來(lái)，煙草行業(yè)“卷煙上水平”的基本方針和戰(zhàn)略任務(wù)不斷推進(jìn)，對(duì)A市煙草公司卷煙營(yíng)銷策略的運(yùn)用和實(shí)施效果提出了更高的要求。通過(guò)對(duì)A市煙草公司卷煙營(yíng)銷現(xiàn)狀分析和對(duì)卷煙零售戶市場(chǎng)調(diào)查發(fā)現(xiàn)，目前卷煙經(jīng)營(yíng)中存在不少問(wèn)題，主要是在銷卷煙品牌（規(guī)格）數(shù)量多，品牌發(fā)展不均衡；市場(chǎng)營(yíng)銷渠道單一，營(yíng)銷資源利用率較低；品牌宣傳形式單一，宣傳效率較低；市場(chǎng)分析工作薄弱，信息質(zhì)量不高；營(yíng)銷人員素質(zhì)參差不齊，營(yíng)銷服務(wù)的能力和水平亟待提高等。深入分析這些問(wèn)題出現(xiàn)的原因，一是卷煙品牌培育機(jī)制不夠健全，品牌整合力度不夠；二是現(xiàn)代卷煙零售終端建設(shè)力度有待加強(qiáng)；三是品牌宣傳流程不夠規(guī)范，目標(biāo)客戶群劃分不夠明確；四是營(yíng)銷人員信息觀念比較淡薄，信息采集渠道單一；五是營(yíng)銷人員隊(duì)伍培訓(xùn)力度不夠，業(yè)績(jī)考核體系不健全。要想解決目前營(yíng)銷策略中存在的這些問(wèn)題，增強(qiáng)市場(chǎng)發(fā)展?jié)摿Γ仨氁M(jìn)一步完善營(yíng)銷策略。 在對(duì)卷煙產(chǎn)品進(jìn)行市場(chǎng)定位和目標(biāo)市場(chǎng)細(xì)分的基礎(chǔ)上，運(yùn)用“4P”營(yíng)銷理論，改進(jìn)和完善卷煙營(yíng)銷策略。首先對(duì)卷煙產(chǎn)品進(jìn)行市場(chǎng)定位和市場(chǎng)細(xì)分，在市場(chǎng)細(xì)分的基礎(chǔ)上針對(duì)不同的目標(biāo)市場(chǎng)選擇不同的營(yíng)銷策略；其次綜合運(yùn)用“4P”營(yíng)銷理論，從產(chǎn)品策略、價(jià)格策略、渠道策略、終端促銷策略及服務(wù)策略五個(gè)方面對(duì)現(xiàn)有營(yíng)銷策略進(jìn)行改進(jìn)和完善，制定有針對(duì)性、科學(xué)合理的卷煙營(yíng)銷策略；最后，，為保證營(yíng)銷策略的順利實(shí)施，從加強(qiáng)營(yíng)銷組織管理、加強(qiáng)營(yíng)銷隊(duì)伍建設(shè)和完善營(yíng)銷組織績(jī)效考核體系等方面提出營(yíng)銷策略實(shí)施保障措施，以確保卷煙營(yíng)銷目標(biāo)的實(shí)現(xiàn)。 當(dāng)前，面對(duì)行業(yè)發(fā)展的新形勢(shì)和新要求，煙草商業(yè)企業(yè)都在關(guān)注市場(chǎng)營(yíng)銷策略的研究和運(yùn)用，相信以上研究成果不僅對(duì)A市煙草公司的發(fā)展提出了有益的建議，對(duì)同行業(yè)其它公司在卷煙營(yíng)銷策略的改進(jìn)方面也會(huì)有一定的參考價(jià)值。
[Abstract]:With the development of industry reform and market economy, the tobacco industry in China, which has been in monopoly and incomplete competition for a long time, will face the pressure of tobacco monopoly system reform and market competition. If the tobacco industry wants to achieve a greater breakthrough, it must use the system and advanced marketing theory to guide cigarette management, formulate effective cigarette marketing strategies, and promote market competitiveness. In recent years, the basic policy and strategic task of "cigarette level" in tobacco industry has been continuously promoted. The application and effect of cigarette marketing strategy of tobacco company in A city are put forward higher requirements. Through the analysis of the current situation of cigarette marketing of tobacco company in A city and the investigation of cigarette retail market. At present, there are many problems in cigarette management, mainly in the number of cigarette brands (specifications), brand development is not balanced; Single marketing channel and low utilization rate of marketing resources; The brand propaganda form is single, the propaganda efficiency is low; The market analysis work is weak, the information quality is not high; The quality of marketing personnel is uneven, and the ability and level of marketing service need to be improved. The causes of these problems are analyzed in depth. Firstly, the cultivation mechanism of cigarette brand is not perfect, and the strength of brand integration is not enough; Second, the construction of modern cigarette retail terminal needs to be strengthened; Third, the brand propaganda process is not standardized, the target customer group division is not clear enough; Fourth, the marketing personnel's information concept is relatively weak, the information collection channel is single; Fifth, the training of marketing personnel is not enough, and the performance appraisal system is not perfect. In order to solve these problems existing in the current marketing strategy and enhance the market development potential, we must further improve the marketing strategy. On the basis of market orientation and target market segmentation of cigarette products, this paper uses "4p" marketing theory to improve and perfect cigarette marketing strategy. Firstly, the market positioning and market segmentation of cigarette products are carried out. On the basis of market segmentation, we choose different marketing strategies for different target markets. Secondly, comprehensive use of "4P" marketing theory, from the product strategy, price strategy, channel strategy, terminal promotion strategy and service strategy to improve and improve the existing marketing strategies, and formulate targeted. Scientific and reasonable cigarette marketing strategy; Finally, in order to ensure the smooth implementation of marketing strategy, from the aspects of strengthening the marketing organization management, strengthening the construction of marketing team and perfecting the performance evaluation system of marketing organization, the paper puts forward some measures to ensure the implementation of marketing strategy. To ensure the realization of cigarette marketing goals. At present, faced with the new situation and new requirements of the development of the industry, tobacco commercial enterprises are paying close attention to the research and application of marketing strategy. It is believed that the above research results not only put forward beneficial suggestions for the development of tobacco companies in A city, but also have some reference value for other companies in the same industry in improving the cigarette marketing strategy.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.8

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