本文選題：煙草　切入點(diǎn)：零售終端　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：當(dāng)前,我國煙草行業(yè)正面臨著全球煙草控制和國際煙草制品競爭的雙重挑戰(zhàn),一方面必須配合控?zé)熣叩囊?根據(jù)《中華人民共和國煙草專賣法》的相關(guān)規(guī)定,不能在廣播電臺、電視臺、報(bào)刊播放和刊登煙草制品廣告；另一方面,又要大力培育國內(nèi)卷煙品牌,拓寬銷售渠道,以應(yīng)對國際煙草巨頭對中國卷煙市場虎視眈眈的局面。在這樣的環(huán)境之下,卷煙零售終端作為聯(lián)系煙草企業(yè)與消費(fèi)者最關(guān)鍵的橋梁,成為了未來卷煙營銷最重要的陣地,也是實(shí)現(xiàn)“卷煙上水平”最根本的保障。本文通過對中國煙草行業(yè)發(fā)展背景、國內(nèi)外零售終端研究現(xiàn)狀進(jìn)行了解,充分運(yùn)用零售終端建設(shè)的相關(guān)理論和問卷調(diào)查等科學(xué)的調(diào)查方法,對目前長沙市零售終端的發(fā)展?fàn)顩r進(jìn)行了全面分析,找出了存在的問題,針對零售終端建設(shè)效率不高、服務(wù)水平不高等問題,結(jié)合長沙市煙草公司的資源和能力,提出了相應(yīng)的解決措施,通過對現(xiàn)代卷煙零售終端建設(shè)進(jìn)行合理設(shè)計(jì),提升對卷煙零售客戶的服務(wù)水平,提升零售終端卷煙經(jīng)營能力,對現(xiàn)代卷煙零售終端進(jìn)行規(guī)范管理,進(jìn)而完善長沙地區(qū)零售終端整體形象和能力,同時,通過進(jìn)一步對長沙市煙草公司零售終端建設(shè)效果進(jìn)行總體評估,提出了不斷充實(shí)零售終端建設(shè)的內(nèi)涵、注重激發(fā)零售客戶的主動性、努力打造零售終端服務(wù)品牌三個方面的終端建設(shè)實(shí)施改進(jìn)建議,希望不斷優(yōu)化現(xiàn)代卷煙零售終端建設(shè)。
[Abstract]:Absrtact: at present, the tobacco industry of our country is facing the double challenge of global tobacco control and international tobacco products competition. On the one hand, it is necessary to cooperate with the requirements of tobacco control policy and according to the relevant provisions of the Tobacco Monopoly Law of the people's Republic of China. We should not broadcast and publish advertisements on tobacco products on radio, television, newspapers and periodicals; on the other hand, we should vigorously cultivate domestic cigarette brands and broaden sales channels. In order to deal with the situation that the international tobacco giants are eyeing the Chinese cigarette market covetously. In such an environment, cigarette retail terminals, as the most critical bridge between tobacco enterprises and consumers, have become the most important position of cigarette marketing in the future. It is also the most fundamental guarantee to realize the "up level of cigarette". Through the background of the development of Chinese tobacco industry, the present situation of retail terminal research at home and abroad is understood. Based on the relevant theories of retail terminal construction and scientific investigation methods such as questionnaire, this paper makes a comprehensive analysis of the development of retail terminal in Changsha, finds out the existing problems, and aims at the low efficiency of retail terminal construction. The problem of low service level, combined with the resources and ability of Changsha tobacco company, put forward the corresponding solutions, through the rational design of modern cigarette retail terminal construction, improve the level of service to cigarette retail customers. Promote the retail terminal cigarette management ability, carry on the standard management to the modern cigarette retail terminal, and then perfect the whole image and ability of the retail terminal in Changsha area, at the same time, Through the overall evaluation of the effect of retail terminal construction in Changsha Tobacco Company, it is proposed that the connotation of retail terminal construction should be constantly enriched and the initiative of retail customers should be stimulated. Try to build the retail terminal service brand in three aspects of terminal construction to implement improvement suggestions, hope to constantly optimize the modern cigarette retail terminal construction.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F724.2;F426.89

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