本文選題：煙草公司 + 精準(zhǔn)營(yíng)銷(xiāo)��； 參考：《新疆大學(xué)》2017年碩士論文

【摘要】：自2001年中國(guó)加入世界貿(mào)易組織,一方面爭(zhēng)取到了更多的對(duì)外經(jīng)濟(jì)貿(mào)易方面的主動(dòng)權(quán)和平等權(quán),獲得了較多的發(fā)展機(jī)會(huì),同時(shí),也面臨了國(guó)外先進(jìn)經(jīng)濟(jì)體的殘酷競(jìng)爭(zhēng)。中國(guó)煙草因?yàn)橛兄鴩?guó)家政策保護(hù),雖然可以暫時(shí)躲避沖擊,但從長(zhǎng)遠(yuǎn)來(lái)看,煙草行業(yè)的管理水平和發(fā)展水平與國(guó)外先進(jìn)煙草公司存在較大的差距,傳統(tǒng)的管理方式、營(yíng)銷(xiāo)思維、服務(wù)理念與日益變化的外部環(huán)境的不適宜性和矛盾日益尖銳,解決這些問(wèn)題,需要行業(yè)自上而下的去改變,這也對(duì)行業(yè)的精益管理和精準(zhǔn)營(yíng)銷(xiāo)提出了新的、更高的要求。2009年11月13日,國(guó)家煙草專(zhuān)賣(mài)局副局長(zhǎng)何澤華在上海召開(kāi)的關(guān)于“中華”品牌精準(zhǔn)營(yíng)銷(xiāo)會(huì)議上發(fā)表了講話(huà),標(biāo)志著煙草行業(yè)精準(zhǔn)營(yíng)銷(xiāo)工作的正式啟動(dòng)。卷煙精準(zhǔn)營(yíng)銷(xiāo)是煙草行業(yè)營(yíng)銷(xiāo)管理模式的一次革命。為進(jìn)一步提高卷煙營(yíng)銷(xiāo)水平和客戶(hù)服務(wù)能力,塔城煙草公司逐步調(diào)整工作思路,將精準(zhǔn)管理放在了與“穩(wěn)銷(xiāo)量、提結(jié)構(gòu)”同樣重要的位置。一方面,投入了大量的精力,利用市場(chǎng)調(diào)研、課題研究及現(xiàn)場(chǎng)會(huì)等形式,不斷探索塔城煙草精準(zhǔn)營(yíng)銷(xiāo)的方式方法。同時(shí),從營(yíng)銷(xiāo)工作整體設(shè)計(jì)上力求轉(zhuǎn)變思維,明確定位,推進(jìn)塔城煙草公司卷煙營(yíng)銷(xiāo)的精細(xì)化水平。本文主要從營(yíng)銷(xiāo)基本理論入手,結(jié)合煙草行業(yè)的發(fā)展趨勢(shì),闡述了煙草行業(yè)精準(zhǔn)營(yíng)銷(xiāo)的主要內(nèi)容。特別以塔城煙草公司為例,通過(guò)分析當(dāng)前塔城煙草公司在市場(chǎng)營(yíng)銷(xiāo)、品牌培育、終端建設(shè)等方面的短板,采取了精準(zhǔn)需求采集,分析各類(lèi)需求,制定有針對(duì)性的工作措施,構(gòu)建塔城煙草公司精準(zhǔn)營(yíng)銷(xiāo)策略,實(shí)現(xiàn)卷煙營(yíng)銷(xiāo)上水平。本文主要采用了文獻(xiàn)資料法、調(diào)查法、案例研究等方法,緊緊圍繞塔城煙草工作實(shí)際,通過(guò)現(xiàn)狀分析、策略制定、過(guò)程控制等環(huán)節(jié),嘗試解決公司營(yíng)銷(xiāo)服務(wù)問(wèn)題,通過(guò)精準(zhǔn)營(yíng)銷(xiāo)策略制定,提高塔城煙草公司服務(wù)能力和營(yíng)銷(xiāo)水平。
[Abstract]:Since China joined the World Trade Organization in 2001, on the one hand, it has won more initiative and equality in foreign economy and trade, and gained more opportunities for development. At the same time, it has also faced cruel competition from foreign advanced economies.Because of the national policy protection, China Tobacco can temporarily avoid the impact, but in the long run, there is a big gap between the management level and development level of the tobacco industry and foreign advanced tobacco companies, the traditional management mode, marketing thinking,The service concept and the increasingly changing external environment are becoming more and more inappropriate and contradictory. To solve these problems, the industry needs to change from the top to the bottom. This has also put forward a new approach to the lean management and precision marketing of the industry.On November 13, 2009, he Zehua, deputy director of the State Tobacco Monopoly Administration, delivered a speech at the "China" brand precision marketing conference in Shanghai, marking the official start of the precision marketing work in the tobacco industry.Cigarette precision marketing is a revolution of marketing management mode in tobacco industry.In order to further improve the level of cigarette marketing and customer service, Tacheng Tobacco Company gradually adjusted its working ideas and put precision management in the same position as "steady sales volume and structure".On the one hand, a great deal of energy has been put into the form of market research, subject research and spot meeting to explore the methods of accurate marketing of Tacheng tobacco.At the same time, from the overall design of marketing efforts to change thinking, clear positioning, to promote the Tacheng tobacco company cigarette marketing refinement level.Based on the basic theory of marketing and the development trend of tobacco industry, this paper expounds the main contents of precision marketing in tobacco industry.Especially taking Tacheng Tobacco Company as an example, through analyzing the current Tacheng Tobacco Company's shortcomings in marketing, brand cultivation, terminal construction, and so on, it has taken accurate demand collection, analyzed various kinds of needs, and formulated targeted work measures.Build Tacheng tobacco company precision marketing strategy to achieve the level of cigarette marketing.This paper mainly adopts the methods of literature, investigation, case study and so on, and tries to solve the marketing service problems of the company by analyzing the current situation, formulating the strategy, controlling the process, and so on, focusing on the actual situation of the tobacco work in Tacheng.Through accurate marketing strategy formulation, improve Tacheng Tobacco Company's service capacity and marketing level.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F721

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 高嵐;;對(duì)精準(zhǔn)營(yíng)銷(xiāo)理論的思考與實(shí)踐[J];黑龍江科技信息;2010年20期

2 劉向峰;于洪鵬;;基于數(shù)據(jù)挖掘的煙草消費(fèi)者數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)研究[J];物流科技;2010年06期

3 李雁晨;;如何進(jìn)行顧客分級(jí)[J];銷(xiāo)售與市場(chǎng);2008年31期

4 董鴻英;;精確營(yíng)銷(xiāo)對(duì)廣告業(yè)的影響[J];廣告大觀(理論版);2008年02期

5 劉征宇;;精準(zhǔn)營(yíng)銷(xiāo)方法研究[J];上海交通大學(xué)學(xué)報(bào);2007年S1期

6 崔瑩;王美英;;卷煙銷(xiāo)售渠道的客戶(hù)關(guān)系管理[J];企業(yè)活力;2007年02期

7 伍青生;余穎;鄭興山;;精準(zhǔn)營(yíng)銷(xiāo)的思想和方法[J];市場(chǎng)營(yíng)銷(xiāo)導(dǎo)刊;2006年05期

8 曹龍,陳菊紅;提高組織知識(shí)管理水平的柔性人力資源管理策略[J];科學(xué)學(xué)與科學(xué)技術(shù)管理;2005年08期

9 包國(guó)憲,李文強(qiáng);虛擬企業(yè)的溝通分析模型[J];蘭州大學(xué)學(xué)報(bào);2005年02期

10 吳蕓;企業(yè)管理中的溝通理論及其運(yùn)用[J];鄭州航空工業(yè)管理學(xué)院學(xué)報(bào);2003年03期

，

本文編號(hào)：1765816