摘要
在国家专卖政策支持下中国烟草业得到了很大发展，它是我国的财税源泉之一，
也为各级地方财政提供重要支持，因此它为我国的经济建设做出了巨大贡献。然而，
当我们回顾历史并展望未来时，却不得不为在这繁荣景象下隐藏着的危机隐患而担
忧。随着全球经济一体化，各行业国际竞争力逐渐加强，烟草行业也面临着巨大的竞
争危机，必须选择改变营销战略，否则将被市场所淘汰。因此，烟草企业市场营销战
略的正确与否关乎到企业的前途和命运。基于这样的背景，烟草企业市场营销战略的
调整与实施，对于企业发展后劲的助推，企业核心竞争力的提升具有极其重要的现实
意义。
我国烟草行业对发展趋势的把握，对自身的内在优势与劣势的审视，对相应的战
略方法的选择，对未来较长时期的发展目标和竞争方式的制定，以及烟草公司有可能
面临的一系列问题必须认真思考和深入研究，巩固改革成果，抓住历史机遇，迎接新
的挑战。
本文首先阐述营销战略的相关理论，分析金华市烟草公司的经营现状，研究金华
市烟草公司烟草行业的外部环境、公司的内部资源。其次，运用 SWOT 分析，提出金
华市烟草公司的企业发展目标，从研究对象的选择、制定、操作实施、控制及评价几
个方面进行系统的分析，最终针对研究结果提出一套可实施性战略措施。对于金华市
烟草公司提升企业的市场竞争力、掌控零售客户和烟草市场具有一定的实际价值。
关键词：金华烟草；SWOT 分析；营销战略；保障措施ABSTRACT
With the support of the state monopoly policy, Chinese tobacco industry has seen
made great progress. It is one of the sources of Taxation in our country, but also provides an
important support for local governments at all levels, so it has made great contributions to
China&39;s economic construction. However, when we review the history and look to the future,
we can’t help worry about the crisis hidden in this prosperity scene. With the global
economic integration, China&39;s tobacco industry will face strong international competitors on
the international competition platform, for domestic market and international market.
Therefore, whether the marketing strategy of tobacco enterprises is correct or not is related
to the future and destiny of the enterprise. Based on this background, the adjustment and
implementation of the marketing strategy of the tobacco industry, to promote enterprise
development, is of important practical significance to enhance the core competitiveness of
enterprises.
To grasp the development trend of China&39;s tobacco industry, the internal strengths and
weaknesses of the survey on their own, the corresponding method of strategic choice,
making for a long period in the future development goals and competitive way, and tobacco
companies are likely to face a series of questions which needs carefully thinking and
in-depth research, to consolidate the results of the reform, grasp the historical opportunity
to meet new challenges.
This paper expounds the related theory of marketing strategy, and awalyzes the
management, tobacco industry&39;s external environment, internal resources. Secondly, using
SWOT analysis, the paper puts forward the goal of enterprise development of Jinhua
tobacco companies, of tobacco companies of Jinhua city, and looks into Jinhua tobacco
companies marketing strategy implementation, control and evaluation process. Finally, the
paper puts forward some measures to ensure the implementation of the strategy. In a word,
this paper is of poactical value to the Jinhua city tobacco companies to enhance the market
competitiveness of enterprises, control of retail customers and the tobacco market.
KEYWORDS： Jinhua tobacco; SWOT analysis; marketing strategy; safeguard measures1
目 录
摘要.............................................................................................................................................................Ⅰ
ABSTRACT............................................................................................................................................... Ⅱ
第一章 绪论............................................................................................................................................1
1.1 论文研究的背景、目的及意义.................................................................................................1
1.1.1 研究的背景.........................................................................................................1
1.1.2 研究目标及价值.................................................................................................1
1.2 研究方法..........................................................................................................................2
1.2.1 研究思路.............................................................................................................2
1.2.2 研究方法.............................................................................................................3
第二章 营销理论概述.........................................................................................................................5
2.1 营销理论的基本概念....................................................................................................5
2.2 营销涉及的理论概念....................................................................................................6
2.2.1 经营战略概念.....................................................................................................6
2.2.2 定位理论概念.....................................................................................................7
2.3 STP 战略........................................................................................................................8
2.4 4Ps 理论.........................................................................................................................9
2.5 4Cs 理论.......................................................................................................................10
2.6 营销战略的分析战略..................................................................................................12
2.6.1 从企业内外部环境出发...................................................................................12
2.6.2 SWOT 分析法...................................................................................................13
2.7 卷烟市场国内外研究现状..........................................................................................13
2.7.1 国外研究现状综述...........................................................................................13
2.7.2 国内研究现状综述...........................................................................................14
2.7.3 国内外研究现状的不足...................................................................................14
第三章 金华市烟草公司发展现状分析.......................................................................................17
3.1 金华烟草公司的政策环境分析..................................................................................17
3.2 烟草行业环境分析......................................................................................................17
3.2.1 行业概况...........................................................................................................17
3.2.2 行业市场现状...................................................................................................18
3.3 金华市烟草公司的现状及定位..................................................................................183.3.1 金华市烟草公司现状.......................................................................................18
3.3.2 金华市烟草公司的定位...................................................................................19
3.3.3 金华市卷烟销售情况.......................................................................................20
3.3.4 金华烟草公司 SWOT 分析..............................