本文關鍵詞：煙臺地區(qū)卷煙零售終端管理強化策略研究　出處：《中國海洋大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 煙草行業(yè) 零售終端 營銷 管理

【摘要】：目前,我國對煙草實行專賣體制制度。在專賣體制的保護下,中國的煙草行業(yè)近年來為我國的經濟發(fā)展和社會主義現(xiàn)代化建設做出了巨大貢獻。隨著全球經濟一體化大環(huán)境的發(fā)展和國內卷煙市場的放開,煙草行業(yè)正在面臨來自多方的沖擊。2011年1月9日,《煙草控制框架公約》在中國全面實施,2013年,中共中央辦公廳、國務院辦公廳發(fā)布《關于領導干部帶頭在公共場所禁煙有關事項的通知》,要求各級領導干部不得在禁止吸煙的公共場所吸煙,煙草行業(yè)面臨的控煙形勢越來越嚴峻。在這樣的環(huán)境之下,如何積極轉變營銷模式,積極應對國內外卷煙市場的變化和挑戰(zhàn)成為煙草行業(yè)關注的問題。營銷渠道理論表明,零售終端作為渠道的末端,是極其珍貴的市場資源,具有重要的意義。對于當今社會來說,誰占領了終端,誰就占領了市場。因此,卷煙商業(yè)企業(yè)要通過加強對零售終端的管理,有效優(yōu)化卷煙營銷網絡,提升企業(yè)對市場的控制力。卷煙零售終端是卷煙營銷渠道的末端,它在卷煙營銷渠道中具有重要作用,肩負著承接上游煙草工業(yè)企業(yè)、商業(yè)企業(yè)與鏈接下游卷煙消費者的重要角色,是連接煙草企業(yè)與消費者的關鍵橋梁。全面做好卷煙零售終端管理,不僅符合現(xiàn)代卷煙營銷的發(fā)展規(guī)律,也是提升服務質量和經濟運行效率的根本需要。通過對煙臺地區(qū)的卷煙零售終端進行調查并對調查數(shù)據(jù)進行分析,可以發(fā)現(xiàn)當前針對卷煙零售終端的管理不夠完善,導致其功能發(fā)揮不充分,具體存在的問題主要有：卷煙零售終端建設質量不高、對卷煙零售終端的服務內容存在薄弱環(huán)節(jié)、卷煙零售終端自身經營能力欠缺、卷煙零售終端缺乏有效管理。通過對國內部分地區(qū)管理零售終端的先進經驗進行總結,對煙臺地區(qū)的卷煙市場進行定位及細分,結合煙臺地區(qū)的實際情況和煙臺煙草的能力與資源,針對卷煙零售終端調查發(fā)現(xiàn)的問題提出相應的管理強化策略。首先應對煙臺地區(qū)的卷煙零售終端進行科學規(guī)劃,并且在統(tǒng)籌推進過程中保證現(xiàn)代卷煙零售終端的建設質量；其次,通過增強顧客讓渡價值和強化營銷人員能力素養(yǎng),健全零售終端服務規(guī)范及服務內容,對零售終端的服務進行全面優(yōu)化；第三,通過完善零售戶培訓體系,對零售終端加以引導,使其功能發(fā)揮更加充分,全面提升零售終端的經營能力；第四,通過完善針對零售終端的日常管理,提高零售終端資源利用率,加強零售終端的規(guī)范管理�？傊�,通過煙臺地區(qū)零售終端管理的強化,有效實現(xiàn)煙臺區(qū)域卷煙營銷網絡的優(yōu)化和市場控制力的提高。
[Abstract]:At present, our country implements the monopoly system system to tobacco, under the protection of the monopoly system. In recent years, China's tobacco industry has made great contributions to our economic development and socialist modernization. With the development of the global economic integration environment and the opening up of the domestic cigarette market. The tobacco industry is facing multiple shocks. In January 9th 2011, the Framework Convention on Tobacco Control was fully implemented in China, and in 2013, the General Office of the CPC Central Committee. The General Office of the State Council has issued the Circular on matters concerning leading cadres taking the lead in banning smoking in public places, requiring leading cadres at all levels not to smoke in public places where smoking is prohibited. Tobacco industry is facing a more and more serious situation of tobacco control. In such an environment, how to actively change the marketing model. To deal with the changes and challenges of cigarette market at home and abroad has become the focus of the tobacco industry. Marketing channel theory shows that retail terminal as the end of the channel is an extremely precious market resource. For today's society, who occupied the terminal, who occupied the market. Therefore, cigarette commercial enterprises should strengthen the management of retail terminals, and effectively optimize the cigarette marketing network. Cigarette retail terminal is the end of cigarette marketing channel, which plays an important role in cigarette marketing channel and shoulders the undertaking of upstream tobacco industry enterprises. The important role of commercial enterprises and link downstream cigarette consumers is the key bridge between tobacco enterprises and consumers. To do a good job of cigarette retail terminal management is not only in line with the development law of modern cigarette marketing. It is also the fundamental need to improve service quality and economic efficiency. Through the investigation of cigarette retail terminals in Yantai area and the analysis of survey data. It can be found that the current management of cigarette retail terminal is not perfect, resulting in its function is not fully played, the specific problems are: cigarette retail terminal construction quality is not high. There is a weak link in the service content of cigarette retail terminal, and the management ability of cigarette retail terminal is lacking. Cigarette retail terminal is lack of effective management. By summarizing the advanced experience of managing retail terminal in some parts of China, the cigarette market in Yantai area is positioned and subdivided. Combined with the actual situation of Yantai area and Yantai tobacco capacity and resources. Aiming at the problems found in the investigation of cigarette retail terminal, the corresponding management strengthening strategy should be put forward. Firstly, the scientific planning of cigarette retail terminal in Yantai area should be carried out. And in the process of overall promotion to ensure the construction of modern cigarette retail terminal quality; Secondly, through enhancing the customer transfer value and strengthening the marketing personnel ability accomplishment, perfect the retail terminal service standard and the service content, carry on the overall optimization to the retail terminal service; Third, through perfecting the training system of retail operators, we should guide the retail terminals to give full play to their functions and enhance the management ability of retail terminals; 4th, through perfecting the daily management of the retail terminal, improving the utilization rate of the retail terminal resources, strengthening the standard management of the retail terminal. Effectively realize the optimization of Yantai regional cigarette marketing network and the improvement of market control.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F721

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