本文選題：煙草公司 + 營銷策略　； 參考：《湘潭大學》2014年碩士論文

【摘要】：中國煙草商業(yè)企業(yè)處于專賣體制保護和宏觀計劃調控下，不斷提高自身經營能力和發(fā)展水平，在終端建設、貨源組織等方面已經取得了一定成效。但是，隨著《世界煙草控制框架公約》生效，國內外控煙呼聲加大，國家加快推進壟斷行業(yè)的改革，中國煙草行業(yè)面臨嚴峻的考驗和極大的挑戰(zhàn)。卷煙營銷策略的研究成為煙草行業(yè)具有戰(zhàn)略意義的重要課題。 湘潭市煙草公司作為煙草商業(yè)企業(yè)，承擔湘潭煙草市場的專賣管理和市場開拓的職責，在專賣體制的保護下，優(yōu)化煙草營銷策略，提升企業(yè)核心競爭力是當前迫切需要解決的問題。本論文對此的研究也具有重要的現實意義。 論文首先分析了湘潭市煙草公司市場營銷的現狀，，基于專賣體制和工商分離的行業(yè)背景，從產品策略、價格策略、渠道策略和促銷策略等方面對營銷策略現狀進行分析診斷。結合以上分析，提出針對性的市場營銷策略優(yōu)化建議，細分產品，保障貨源，凈化市場，做好精準營銷；明碼標價規(guī)范卷煙市場；建立健全的客戶服務體系，打造“堡壘型”營銷陣地；加強卷煙的宣傳和對客戶的經營指導，并將服務延伸至消費者，提升零售客戶和消費者的滿意度。為保證營銷策略得到切實有效的實施，論文最后提出了系列保障措施。 本文運用市場營銷策略相關理論，系統(tǒng)研究了湘潭市煙草公司的營銷策略并提出優(yōu)化建議，對提升湘潭市煙草公司的市場競爭力和服務客戶能力具有一定的實際價值。
[Abstract]:Under the control of monopoly system and macro plan, Chinese tobacco commercial enterprises have continuously improved their own management ability and development level, and have achieved certain achievements in terminal construction and source organization. However, with the entry into force of the world tobacco control framework convention, the voice of tobacco control at home and abroad is increasing, and the state is speeding up the monopoly industry. Reform, China's tobacco industry is facing severe challenges and great challenges. Cigarette marketing strategy research has become an important topic of strategic significance for the tobacco industry.
As a tobacco commercial enterprise, the tobacco companies of Xiangtan is responsible for the monopoly management and market development of the tobacco market in Xiangtan. Under the protection of the monopoly system, the optimization of tobacco marketing strategy and the promotion of the core competitiveness of the enterprises are the urgent problems to be solved. This thesis also has important practical significance.
This paper first analyzes the current situation of the marketing of Xiangtan tobacco companies. Based on the industry background of monopoly system and industry and commerce, this paper analyzes the current situation of marketing strategy from the aspects of product strategy, price strategy, channel strategy and promotion strategy. Ensure the supply of goods, clean up the market, do a good job marketing; standardize the price of the cigarette market, establish a sound customer service system, build a "fortress" marketing position, strengthen the publicity and management of the customers, extend the service to the consumer, improve the satisfaction of the retail customers and consumers. Finally, a series of safeguard measures are put forward.
Using the theory of marketing strategy, this paper systematically studies the marketing strategy of Xiangtan tobacco companies and puts forward the optimization suggestion, which has certain practical value to improve the market competitiveness and service customer ability of Xiangtan tobacco companies.

【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.8;F274

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本文編號：1873708