本文選題：煙草公司 + 精準營銷�。� 參考：《中國海洋大學(xué)》2014年碩士論文

【摘要】：我國是一個卷煙消費大國,煙草行業(yè)是我國國民經(jīng)濟非常重要的支柱產(chǎn)業(yè),擔負著提高國民經(jīng)濟收入,促進經(jīng)濟發(fā)展,滿足卷煙消費者需求的重要使命，在我國國民經(jīng)濟中占據(jù)了舉足輕重的地位。近年來，隨著我國經(jīng)濟發(fā)展水平的提高，居民生活質(zhì)量和水平不斷提高，卷煙消費檔次也逐年得到提高，由中低檔卷煙品牌向高檔卷煙品牌發(fā)展，從地方卷煙品牌向全國著名卷煙品牌發(fā)展，居民卷煙消費價格檔次逐步上移。隨著國內(nèi)外市場環(huán)境的變化，國際競爭的日趨激烈，煙草行業(yè)面臨著前所未有的壓力，卷煙銷量的大幅增長越來越難以實現(xiàn)，煙草企業(yè)傳統(tǒng)的營銷體系已不能適應(yīng)現(xiàn)代企業(yè)發(fā)展的需要，要確保煙草企業(yè)盈利水平持續(xù)增長，提高卷煙銷售結(jié)構(gòu)顯得越來越重要，有必要建立以消費者需求為起點，以市場為導(dǎo)向，以“精確的信息采集、精準的卷煙投放、精細的營銷管理”為主要內(nèi)容的高端卷煙品牌精準營銷體系，實現(xiàn)從傳統(tǒng)卷煙營銷向現(xiàn)代市場營銷的轉(zhuǎn)變。 本文以精準營銷相關(guān)理論為基礎(chǔ)，以臨沂煙草公司為分析對象，立足臨沂煙草公司的管理實際，探討高端卷煙品牌的營銷現(xiàn)狀與問題，并基于客戶需求與貨源投放標準的實證分析、運用精準營銷的實施原理，提出工作流程與實施保障。論文采用文獻資料法、問卷調(diào)查法、定性與定量相結(jié)合和案例法等成熟的研究方法，實現(xiàn)了高端卷煙品牌精準營銷理論與實踐的結(jié)合，確保了數(shù)據(jù)的真實和數(shù)據(jù)分析的準確。 本文對臨沂煙草公司高端卷煙品牌營銷現(xiàn)狀和問題進行了分析研究，探索如何設(shè)計和實施高端卷煙品牌精準營銷流程，解決目前高端卷煙品牌營銷中存在的問題。通過臨沂煙草公司數(shù)據(jù)庫系統(tǒng)以及設(shè)計和實施相關(guān)問卷調(diào)查，采集臨沂煙草公司高端卷煙品牌精準營銷的相關(guān)數(shù)據(jù)，，緊密結(jié)合地方經(jīng)濟發(fā)展狀況、居民消費水平以及消費偏好等實際情況，在數(shù)據(jù)分析的基礎(chǔ)上，對高端卷煙品牌營銷目標客戶進行細分，確定高端卷煙品牌投放標準，進行高端卷煙品牌精準營銷流程研究與分析，通過互聯(lián)網(wǎng)、信息化以及數(shù)字技術(shù)等手段指導(dǎo)卷煙零售戶購進高端卷煙品牌，確保和卷煙零售商戶的有效溝通與互動，達到高端卷煙品牌營銷可以調(diào)控、可以度量等卷煙精準營銷的目的。 本文通過對臨沂煙草公司高端卷煙品牌精準營銷流程的研究,明確高端卷煙品牌培育思路，對高端卷煙品牌精準營銷流程進行了設(shè)計和實施，著重解決高端卷煙品牌營銷客戶分類不清、投放不精準問題，解決目前煙草公司與高端品牌卷煙最終消費者不能有效溝通的問題。對于煙草商業(yè)企業(yè)實施高端卷煙品牌精準營銷具有一定的參考價值。
[Abstract]:China is a big consumer of cigarettes, tobacco industry is an important pillar industry of our national economy, not only improve the national income, promote economic development, meet the important mission of cigarette consumer demand, occupy an important position in our national economy. In recent years, with China's economic development level the quality of life, and constantly improve the level of residents, cigarette consumption level rise year by year, from low-grade to high-grade cigarette brand cigarette brand development, from the local to the national famous brand cigarette cigarette brand, residents of cigarette consumer price level gradually move up. With the change of domestic and international market environment, the increasingly fierce international competition, the tobacco industry faced with hitherto unknown pressure, cigarette sales increased more and more difficult to achieve, the tobacco enterprise traditional marketing system has been unable to adapt to the development of modern enterprises The need to ensure the profitability of tobacco companies continue to grow and improve is becoming more and more important in cigarette sales structure, it is necessary to build the consumer demand as the starting point, guided by the market, the information collection of accurate, precise cigarette delivery, fine marketing management "as the main content of the high-end brand cigarette precision marketing system, implementation the transition from traditional to modern cigarette marketing marketing.
Based on the precision marketing theory, taking Linyi tobacco companies as the research object, based on the Linyi tobacco companies's management practice, to explore the marketing status quo and problems of high-end brands, and customer demand and supply to the standard empirical analysis based on the principle, implementation of precision marketing, put forward the working process and the implementation of security. This paper used the method of literature the questionnaire survey method, research method, case study method and mature qualitative and quantitative, to achieve high-end cigarette brand precise combination of marketing theory and practice, to ensure that the analysis of real data and the accuracy of the data.
This paper analyses and studies the tobacco companies of Linyi high-end cigarette brand marketing situation and problems, explore how to design and implement high-end brand cigarette precision marketing process, solving the existing problems in the marketing of high-end cigarette brand. Through the design and implementation of database system and the Linyi tobacco companies questionnaire, related data acquisition of tobacco companies in Linyi high-end cigarette brand of precision marketing, closely combining the development of the local economy, the actual situation of residents' consumption level and consumption preferences, on the basis of data analysis, breakdown of the high-end cigarette brand marketing target customers, determine the high-end cigarette brand delivery standards, high-end cigarette brand precision research and analysis, the process of marketing through the Internet, information technology and digital technology and other means to guide the cigarette retailers buy high-end cigarette brands, and ensure that the cigarette retail businesses Effective communication and interaction to achieve high-end cigarette brand marketing can be regulated, and can measure the goal of precise cigarette marketing.
Based on the research of the tobacco companies of Linyi high-end cigarette brand precision marketing process, clear high-end cigarette brands of high-end cigarette brand idea, precision marketing process design and implementation, focus on high-end cigarette brand marketing and customer classification is not clear, do not put an accurate solution to the current problems, the tobacco companies and the high-end brand of cigarette consumers cannot communicate effectively for the implementation of high-end brand of cigarette tobacco commercial enterprise precision marketing has certain reference value.

【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.8

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本文編號：1767344