当前残酷的市场竞争环境迫使 N 市烟草公司不得不去抢占市场,扩大市场
份额,寻找市场中可能存在的优化点,以此来扩大 N 市烟草公司的营销份额
本文通过分析目前 N 市烟草公司的营销环境,找出 N 市烟草公司营销策略中存
在的问题,并且依照 N 市烟草公司未来发展战略制定营销策略的优化方案,试
图解决目前 N 市烟草公司市场营销策略中的价格策略不合理、品牌培育策略待
提高、卷烟营销策略执行力弱等问题,并提出整合、培育品牌,调整价格策略,
拓宽营销渠道,建设零售终端,优化宣传,制定促销策略,制定营销激励策略
等措施。希望能对 N 市烟草公司当前市场营销策略提供帮助
关键词:N 市烟草公司、营销策略优化 、改善实施Abstract
II
Abstract
In China&39;s population of one billion four hundred million, more than half of the
people are smokers or potential smokers, so the tobacco industry has a very large
market in our country, tobacco industry is also the main force of our country. As local
tobacco brand constantly emerging, however, tobacco market competition is also
increasing. The tobacco industry revenue, make tobacco companies around the main
support of the local government. N city tobacco company as Jiangxi Province key
support of the tobacco enterprise, is the southeast area of tobacco marketing leader.
Even so, also will still get from surrounding provinces and cities of tobacco market,
domestic famous brand competition and struggle, marketing present situation is not
optimistic.
The cruel market competition environment forced N city tobacco companies
have to seize market, expand market share, looking for a market may exist in the
optimization of the points, so as to expand the N city tobacco company marketing
share. In this paper, by analyzing the marketing environment of the N city tobacco
company, find out problems existing in the marketing strategy of N city tobacco
company, and according to the N city tobacco company, the optimized plan for the
future development strategy to develop marketing strategies to solve the N city
tobacco company unreasonable price strategy in the market marketing strategy, brand
cultivation strategies to improve, the problem such as weak cigarette marketing
strategy execution, and put forward integration, cultivate brand, adjust the price
strategy, broaden the marketing channels, retail terminal construction, optimization of
publicity, promotion strategy, formulate incentive marketing strategy and other
measures. Hope to the current tobacco in N city marketing strategy to offer help.
Keywords: N city tobacco company, marketing strategy optimization, improve the
implementation目录
III
目 录
第 1 章 引言.....1
1.1 论文选题的背景 .........1
1.2 论文选题的意义 .........1
1.3 本课题的研究基本思路和研究方法 .1
1.3.1 基本思路 ...........1
1.3.2 研究方法 ...........2
第 2 章 营销基本理论.3
2.1 4Ps、4Cs 营销理论 .....3
2.1.1 4Ps 理论 .3
2.1.2 市场营销组合 4Cs ........4
2.2 市场营销策略的制定 .4
2.3 国外烟草公司营销策略研究现状 .....5
2.4 国内烟草公司营销策略研究现状 .....6
第 3 章 N 市烟草公司营销环境分析 .8
3.1 烟草行业外部环境分析 .........8
3.1.1 政治环境 ...........8
3.1.2 经济环境 .........10
3.1.3 社会环境 .........10
3.1.4 市场需求 .........11
3.1.5 技术环境 .........12
3.2 N 市烟草公司内部环境分析 14
3.2.1 营销人力资源分析 .....14
3.2.2 N 市烟草物流配送中心介绍 ..16
3.2.3 卷烟营销信息化水平 .17
第 4 章 N 市烟草公司营销现状及存在问题的分析 ...........18
4.1 N 市烟草公司营销现状 ........18
4.1.1 市场销售情况 .18
4.1.2 品牌培育情况 .18
4.1.3 营销市场现状 .19目录
IV
4.1.4 产品策略 .........20
4.1.5 零售终端服务 .20
4.2 N 市烟草公司营销策略问题分析 ....21
4.2.1 价格策略不合理 .........21
4.2.2 品牌培育策略待提高 .23
4.2.3 营销团队服务质量待提升 .....25
4.2.4 卷烟营销策略执行力弱 ..........26
第 5 章 N 市烟草公司市场营销策略优化 ...28
5. 1 N 市烟草公司营销策略优化目标和方向 ...28
5.2 N 市烟草公司营销策略优化路径 ....29
5.2.1 4Ps 策略 ...........29
5.2.2 零售终端策略 ....
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