摘要
长期以来，我国烟草行业实行国家专卖专营制度，国家对烟草行业采取“统
一领导、垂直管理、专卖专营”的政策。经过多年持续发展，烟草行业的产品质
量不断提升，经营行为不断规范，逐步保障了消费者利益，稳步提高了国家财政
收入。但近些年来，中国烟草行业面临“四大难题”和“四大挑战”的重重压力，
发展进入瓶颈期。进入 2016 年，受社会经济发展“新常态”和控烟要求提高等
外部因素的影响，烟草行业出现了“三个大幅下滑”和“两个居高不下”的现象，
营销策略、营销内部供求关系以及烟草品牌发展等问题开始凸显，营销体制改革
已刻不容缓。韶山市烟草分公司面临着烟草行业发展的共同难题，优化企业的营
销策略，提升产品竞争力已然成为当前韶山烟草公司的重要诉求。本文基于市场
营销基本理论，通过对韶山烟草分公司营销状况的分析，揭示其在产品供求、货
源保障、市场价格、零售终端建设与促销活动方面存在的问题，运用文献研究法、
定性分析与定量分析结合法、归纳分析和比较分析法，对营销渠道、价格策略、
品牌产品策略、促销策略及其实施方案等进行优化，以期达到货源供给科学到位、
品牌培育成效显著、社会效益不断提升的目的，进而实现韶山烟草分公司持续稳
定发展

韶山烟草营销策略优化研究以韶山市烟草分公司营销现状为研究对象，在回
顾国内外相关文献的基础上，阐述市场营销的概念、内涵和目的，梳理市场营销
的相关理论，分析烟草营销的特性，探究韶山市烟草分公司营销的基本情况；分
析韶山烟草所处的宏观环境和产业环境，从公司的物流管理、人力资源和采购等
方面分析其所处的内部环境；然后从韶山烟草分公司营销现状着手，分析韶山烟
草营销方面存在的主要问题。最后根据实际情况，分别从产品策略、价格策略、
渠道策略、促销策略等方面提出营销策略的优化措施。为了确保营销策略的顺利
开展，本文从公司组织结构、财务保障系统、市场营销策略、生产管理措施和企
业文化方面制定了实施和控制的具体措施

当前，烟草商业企业都在积极研究市场营销策略，以期更好的运用于当前的
卷烟营销。相信本文研究成果不仅对韶山市烟草分公司的发展提出了有益的规
划，对同行业其它公司在卷烟营销策略的改进方面也将有一定的参考价值

关键词：烟草；韶山市烟草分公司；营销策略III
Abstract
For a long time, China&39;s tobacco industry is the implementation of the national
monopoly system, the state tobacco industry to take unified leadership, vertical
management, monopoly franchise policy. After continuous development, the tobacco
industry&39;s product quality continues to improve, business behavior continues to
regulate, and gradually protect the interests of consumers, steadily improve the
national revenue. But in recent years, with the development of industry and the
development of market economy, China&39;s tobacco industry is facing the four
problems and four challenges of the heavy pressure to develop into the bottleneck
period. In 2016, the tobacco industry has emerged as three major declines and two
high phenomenon, marketing strategy, marketing internal supply and demand, and
the impact of external factors such as the new normal and the demand for tobacco
control in the social and economic development Relations and the development of
tobacco brands and so on began to gradually come out, marketing system reform has
been urgent. Shaoshan Tobacco Branch is facing the common problems of the tobacco
industry development, optimize the marketing strategy of enterprises, enhance the
competitiveness of products has become the current Shaoshan Tobacco Company&39;s
important demands.
Based on the review of relevant literatures at home and abroad, this paper
expounds the concept, connotation and purpose of marketing, combs the relevant
theories of marketing, analyzes the characteristics of tobacco marketing, and explores
the characteristics of Shaoshan City, which is based on the current situation of Shaoxi
Tobacco Branch Marketing System. Tobacco industry, the basic situation of marketing;
and then, in its analysis of its macro environment and industrial environment, from
the company&39;s logistics management, human resources and procurement and other
aspects of its analysis of its internal environment; followed by Shaoshan Tobacco
Branch marketing status , Analysis of Shaoshan tobacco company marketing aspects
of the main problems. Finally, according to the actual situation, from the product
strategy, price strategy, channel strategy, channel strategy and other aspects of
marketing strategy optimization recommendations. In order to ensure the smooth
development of marketing strategy, this paper from the company organizational
structure, financial security system, marketing strategy, production management
measures and corporate culture to develop and control the specific measures.IV
At present, in the face of the new situation and new requirements of the
development of the industry, the tobacco commercial enterprises are concerned with
the research and application of the marketing strategy. I believe that the research
results of this paper not only provide the beneficial suggestions for the development
of Shaoshan Tobacco Company, In the cigarette marketing strategy to improve there
will be some reference value.
Keywords：tobacco; Tobacco company of Shaoshan City;marketing strategyV
目 录
第 1 章 引言 .......... 1
1.1 研究背景及意义. 1
1.1.1 研究背景..1
1.1.2 研究意义..1
1.2 国内外研究现状. 2
1.2.1 国外研究现状..........2
1.2.2 国内研究现状..........3
1.3 研究方法. 4
1.4 研究内容. 4
1.5 研究创新点与不足......... 5
1.5.1 创新之处 ..5
1.5.2 不足之处 ..5
第 2 章 营销策略的相关理论...... 7
2.1 市场及市场营销理论..... 7
2.1.1 市场的概念7
2.1.2 市场营销的概念........7
2.1.3 市场营销策略的概念....7
2.1.4 市场营销的目的........8
2.2 4Ps 与 4Cs 理论 8
2.2.1 4Ps 营销理论..........8
2.2.2 4Cs 营销理论..........9
2.2.3 4Ps 与 4Cs 的关系....10
2.3 专卖制度下的烟草商品营销...10
2.3.1 烟草商品.10
2.3.2 烟草营销的特殊性.....11
2.3.3 烟草营销的新形势.....11
第 3 章 韶山市烟草分公司营销战略分析......... 13
3.1 韶山市烟草分公司现状...........13
3.1.1 韶山市烟草分公司简介.13
3.1.2 韶山市烟草分公司基本情况.........13
3.2 韶山市烟草分公司营销外部环境分析14
3.2.1 宏观环境分析 .........14VI
3.2.2 产业环境分析 .........15
3.3 内部资源条件分析........16
3.3.1 物流管理.16
3.3.2 人力资源.17
3.3.3 采购管理.17
3.4 韶山市烟草分公司营销现状和存在的问题...
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