摘要
随着烟草行业工商系统改革的不断深入,曾经处于绝对垄断的烟
草行业也慢慢地被市场理念渗透,面对强大的外国烟草巨头和日益严
峻的外部发展环境,常德烟草公司唯有优化模式,完善机制,强化服
务,增强能力,才能提升自身的竞争实力,在将来的竞争中处于有利
地位

论文利用PEST分析法,从政治、经济、社会和技术等四个方面
分析了对常德市烟草公司卷烟营销的影响。结合对常德市烟草公司卷
烟营销工作的现状、存在问题进行详细的分析,指出目前常德市烟草
公司过去营销策略过多注重“量”的增长,在营销策略组合的渠道、促
销、顾客等方面关注不够,重营销结果、轻营销过程,粗放式管理,
导致公司对市场监控乏力,对客户服务难以到位等结果,具体表现在
品牌培育、终端建设、营销策略执行力等方面。指出,在未来一段时
间里,烟草行业面临的竞争将会加剧,竞争将会向更深层次迈进,因
此,为适应形势变化,常德市烟草公司有必要对目前的卷烟营销策略
进行诊断,寻找问题,分析原因,制定对策

本文结合4Ps、4Cs理论,提出常德市烟草公司的营销策略应调
整思路,由注重“数量”向“质量”转变,更多的关注市场渠道、物流通
道和卷烟零售客户,以提高市场控制力、品牌培育能力和客户满意度
为出发点,具体从增强渠道控制力、优化以提升品牌培育能力为核心
的促销策略、打造以客户为中心的电子商务平台、实施客户满意度
提升计划、构建高效执行力的团队着手,对卷烟营销策略进行优化,
从而推动常德烟草由传统的商业企业向现代流通企业转变

关键词:烟草公司,销售网络,营销策略
I
硕士学位论文
ABSTRACT
ABSTRACT
With the continuously development reform of tobacco industry
system, the tobacco industry, which was once in the absolutely monopoly
position, is also slowly being penetrated by market ideas. In the face of
strong foreign tobacco giants and increasingly severe external
environment, Changde Tobacco Company should optimize mode, perfect
mechanism, aggrandizement service, enhance the ability, in order to
enhance their competitiveness. So that in the future it can be in an
advantageous position in the future competition.
The paper using PEST analysis method, analyze the effect of the
cigarette marketing of Changde tobacco company from the political,
economic, social and technological aspects. According to the Changde
City Tobacco Company cigarette marketing situation, existence problem
to undertake detailed analysis, point out at present Changde city tobacco
company marketing strategy pays too much attention to the past
quantity growth, in the strategy of marketing channels, sales promotion,
customers, not enough attention, heavy result light marketing, marketing
process, extensive management, cause the company to market monitoring
is lack of power, for customer service to put in place as a result, in the
performance of specific brand cultivation, the terminal building,
marketing strategy executive force etc.. Points out that, in the next period
of time, the tobacco industry is facing competition will intensify, the
competition will be to further forward, therefore, in order to adapt to the
changing situation, Changde city tobacco company, it is necessary to
present the cigarette marketing strategies for diagnosis, find the problem,
analyze the causes, development countermeasure.
In this paper, combined with 4Ps, 4Cs theory, put forward Changde
city tobacco company39;s marketing strategy should adjust train of thought,
from paying attention to the quantity ” to quality ” change, pay more
attention to the marketing channels, logistics channel and cigarette retail
customers, in order to improve the control of the market, the brand
cultivation of ability and customer satisfaction as the starting point,
ii
硕士学位论文
ABSTRACT
specifically from the enhanced channel control force, optimize to upgrade
the brand cultivation of ability as the core marketing strategy, build
e-commerce platform, to implement customer satisfaction improvement
plan, constructing efficient execution team to begin, to cigarette
marketing strategy optimization, thus promoting the Changde tobacco by
traditional business enterprise to modern enterprises to change.
Key Words: Tobacco Company; Sales Network; Marketing Strategy
hi
硕士学位论文
目录
目录
^ ^ I
ABSTRACT I
第一章绪论 1
1.1研究背景 1
1.2研究意义 1
1.3研究思路和方法1.4文献综述 3
1.5理论综述1.5.1营销组合4PS与4CS1.5.2精准营销第二章常德市卷烟消费容量分析2.1消费容量推估方法说明2.2常德市卷烟消费容量推估结果2.3卷烟消费总量影响因素分析2.3.1人口对消费总量的影响2.3.2流动人口对消费总量的影响2.3.3吸烟率对消费总量的影响2.3.4吸烟量对消费总量的影响2.4小结 14
第三章常德市烟草公司营销环境分析3.1政治环境分析3.1.1《烟草专卖法》及实施条例3.1.2《烟草控制框架公约》3.2经济环境分析3.2.1常德市经济发展3.2.2烟草行业环境3.3社会环境分析3.3.1卷烟消费行为与习惯3.3.2社会消费习惯对卷烟结构影响3.3.4卷烟消费者对吸烟影响健康的态度
21
3.4技术发展分析
22
3.4.1卷烟产品的科技含量
22
硕士学位论文
目录
3.4.2卷烟营销信息化水平
22
第四章常德市烟草公司营销策略分析
24
4.1常德市烟草公司卷烟营销策略现状
24
4.1.1产品策略
25
4.1.2卷烟促销策略
25
4.1.3客户服务策略
25
4.2卷烟营销策略存在问题
26
4.2.1对卷烟销售渠道控制力较弱
26
4.2.2品牌培育促销手段和力度有待加强
27
4.2.3顾客策略未得到重视
29
4.2.4卷烟营销策略执行力弱
30
第五章常德市烟草公司卷烟营销策略优化
31
5.1卷烟营销策略优化的必要性
31
5.2营销策略优化思路及目标
32
5.3营销策略优化措施
32
5.3.1增强渠道控制力
32
5.3.2优化以提升品牌培育能力为核心的促销策略
38
5.3.3打造以客户为中心的电子商务平台
41
5.3.4实施客户满意度提升计划
41
5.3.5构建高效执行力的团队
43
第六章研究与结论
46
参考文献 48
致 ilt 51
硕士毕业论文
第一章绪论
第一章绪论
1.1研究背景
随着我国烟草改革进一步向纵深推进,烟草行业的发展也面临着越来越多的
外部制约,1月《烟草控制框架公约》的每款条约已在我国实施,各地
的禁烟呼声也愈来愈高,不断出台新的法规控制卷烟促销、销售和消费。涉及《公
约》中减少烟草需求的有:“提供保护免于被动吸烟”、“烟草制品的包装和标签”、
“烟草制品的广告、促销和赞助”等,通过限制在公共场合吸烟、在烟盒醒目位置
使用明目的警示语和图片、减少烟草制品宣传途径的措施来减少公众对烟草的接
触或需求。在国内实施禁烟方面,相继出台了诸多措施:自1起,我国
。。。。。。以上简介无排版格式，详细内容请下载查看