未来的中国烟草市场竞争将越来越激烈,由于卷烟产品归于特殊消费品而实
行的专卖专营制度的市场取向改革将越来越深化,市场经济的全球化趋势将越来
越明显,所有这些都将使得传统的、相对稳定和有序的卷烟产品营销渠道受到円
益严峻的挑战。随着产品同质化、利润平均化、促销手段雷同化等问题的不断突
出,烟草企业已不能单纯地通过产品、价格、促销來获取持久的竞争优势,未來
企业之间的竞争将逐步上升到产业链和供应链之间的竞争。

文章在阐述了供应链管理理论和营销渠道理论的基础上,分析了县级烟草公
司营销渠道现状,并指出了目前县级烟草公司营销渠道存在的问题及产生的原
因,探讨了基于供应链管理的县级烟草分公司卷烟产品营销渠道的建设,并针对
渠道成员关系、渠道采购、渠道运输、渠道库存做了相应的分析,提出了县级烟
草公司营销渠道建设方案实施的办法及保障措施。最后结合A公司的具体实践,
分析了 A公司卷烟产品营销渠道的现状及存在的问题,并针对其具体情况研究了
基于供应链的A公司卷烟产品营销渠道的策略。

关键词:供应链;县级烟草分公司;营销渠道
Abstract
Marketing channel is the bond connecting companies with market. As special
consumer goods, tobacco products are marketed through the monopoly franchise
system. In the face of market-oriented economic development and globalization, the
tobacco industry is facing fierce competition in the market, and its relatively stable
and orderly traditional marketing channels will also be challenged. And problems
such as product homogeneity, identical promotions and profit averaging are appearing,
which make it hard to gain sustainable competitive advantage simply by product,
price and promotion, and future competition of companies will gradually rise to
competition of industry chain and supply chain.
Based on the theory of supply chain management and marketing channels, this
paper discusses the county-level marketing channels development from the
perspective of supply chain management, and analyzes the relationship between the
channel members, procurement channel, transporting channel and channel inventories.
Finally by integrating the concrete practice of the tobacco division of Anhua tobacco
branch company, this paper analyses the status and problems of the company's
tobacco product marketing channel, and discusses the feasibility of its supply
chain-based marketing channel strategy.
Keywords: Supply Chain; Branch County Tobacco; Marketing channels