本文選題：山東煙葉 + 出口營銷��； 參考：《中國海洋大學(xué)》2015年碩士論文

【摘要】：自2008年以來,全球尤其是歐美市場遭受金融危機(jī)的重創(chuàng)以后,全球經(jīng)濟(jì)貿(mào)易至今未走向?qū)嵸|(zhì)性的復(fù)蘇。加上日益劇烈的全球控?zé)熇顺钡挠绊?各國政府對煙草產(chǎn)品的稅收等調(diào)控政策日趨收緊,導(dǎo)致全球卷煙銷量下滑。2013年,中國市場以外的全球卷煙銷量下降3%,歐美市場降幅較大,超過7%。與之相反,全球煙葉產(chǎn)量卻保持增長勢頭。全球煙葉市場供過十求的態(tài)勢暫時難有改觀。中國煙葉在國際市場的地位日趨重要,經(jīng)過自煙草進(jìn)出口企業(yè)成立20年來的發(fā)展,目前中國出口煙葉的總量占世界總出口量的8%左右,出口產(chǎn)品覆蓋全球70多個國家和地區(qū),出口煙葉的類型以下低等級的填充料型煙葉為主。國內(nèi)自2010年以來,煙葉的生產(chǎn)形勢在“卷煙上水平”的政策指導(dǎo)下發(fā)生了很大的變化,煙葉原料收購等級逐年上移,中國傳統(tǒng)出口的下低等級的主流貨源已經(jīng)瀕臨枯竭。這樣,受全球煙葉市場供求關(guān)系的影響和國內(nèi)出口煙葉備貨成本、結(jié)構(gòu)的制約,中國煙葉的出口面臨著前所未有的壓力。山東煙草進(jìn)出口公司的煙葉出口是該公司的支柱業(yè)務(wù),在歷史上曾經(jīng)占到全國總出口量的40%左右。目前由于國際市場形勢、國內(nèi)產(chǎn)業(yè)政策和自身產(chǎn)品因素等各方而的原因,煙葉出口規(guī)模處于歷史低谷�？谇霸摴镜墓ぷ髦攸c是調(diào)整出口產(chǎn)品結(jié)構(gòu),全力擴(kuò)大本省在全國煙葉出口行業(yè)的份額。已有任務(wù)目標(biāo),迫切需要一個基于現(xiàn)實環(huán)境背景的戰(zhàn)略規(guī)劃,確保目標(biāo)任務(wù)的實現(xiàn)。本論文基于上述現(xiàn)實的需要,首先通過查閱大量的文獻(xiàn)資料,以市場營銷和戰(zhàn)略管理等理論基礎(chǔ)作為指導(dǎo),運(yùn)用戰(zhàn)略分析方法,對目前山東煙草進(jìn)出口公司的煙葉出口面臨的環(huán)境背景、競爭狀況和市場機(jī)遇進(jìn)行分析,闡明目前煙葉出口面臨的現(xiàn)實背景。然后針對山東煙草進(jìn)出口公司的煙葉出口營銷現(xiàn)狀進(jìn)行分析,找出問題所在,探討制定該公司未來的煙葉出口營銷策略,并制定相關(guān)的保障措施使?fàn)I銷策略得以順利實施。
[Abstract]:Since 2008, the world, especially the European and American markets, has been hit hard by the financial crisis, so far the global economic and trade has not moved towards a substantial recovery. Combined with an increasingly intense global wave of tobacco control, governments are tightening their tax and other policies on tobacco products, leading to a drop in global cigarette sales. In 2013, global cigarette sales outside China fell 3 percent, while in Europe and the United States, the decline was sharp. More than seven. By contrast, global tobacco production has continued to grow. The global tobacco market has not changed for the time being. The status of Chinese tobacco leaves in the international market is becoming increasingly important. After 20 years of development since the establishment of tobacco import and export enterprises, the total amount of tobacco leaves exported by China now accounts for about 8% of the world's total export volume, and the export products cover more than 70 countries and regions in the world. The type of export tobacco leaves below the low-grade fill-type tobacco leaf-based. Since 2010, the production situation of tobacco leaf has changed greatly under the guidance of the policy of "cigarette level". The grade of tobacco raw material purchase has been moving up year by year, and the lower and lower grade mainstream of Chinese traditional export has been on the verge of drying up. In this way, due to the influence of supply and demand in the global tobacco market and the restriction of the cost and structure of the domestic export tobacco leaves, the export of Chinese tobacco leaves is facing unprecedented pressure. The tobacco export of Shandong Tobacco Import and Export Corporation is the mainstay of the company, accounting for about 40% of the total export volume in history. At present, due to the international market situation, domestic industrial policy and its own product factors, the scale of tobacco export is at a historical low. The focus of the company is to adjust the structure of export products and to expand the province's share in the national tobacco export industry. There is an urgent need for a strategic planning based on the background of realistic environment to ensure the realization of the target task. This paper is based on the needs of the above mentioned reality, first of all, through consulting a lot of literature, taking marketing and strategic management as the guidance, using the method of strategic analysis. The environmental background, competition situation and market opportunity of tobacco export in Shandong Tobacco Import and Export Corporation are analyzed, and the realistic background of tobacco export is expounded. Then the current situation of tobacco export marketing of Shandong Tobacco Import and Export Corporation is analyzed to find out the problem and to explore the future tobacco export marketing strategy of Shandong Tobacco Import and Export Corporation and to formulate relevant safeguard measures to make the marketing strategy carry out smoothly.
【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】：2015
【分類號】：F274;F752.62;F426.8

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