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A thesis submitted to
Zhengzhou University
for the degree of Master
Research on Marketing Strategy of
Zhoukou Tobacco Company
By WEI Cheng-zhi
Supervisor: Professor WANG Hai-jie
Master of Business Administration
Business School
April 2018
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或集体已经发表或撰写过的科研成果。对本文的研究作出重要贡献的个人和集
体，均已在文中以明确方式标明。本声明的法律责任由本人承担
学位论文作者：
日期： 年月日
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摘要
烟草行业是国民经济重要产业，是由国家专卖专营的特殊行业，也是重要
的税利贡献大户。经过多年的经营发展，烟草行业的规模越来越大，每年上缴
税利稳步增长，但是随着控烟条例的落地施行、大众健康意识逐渐增强、宏观
经济影响等因素，卷烟消费总量下行压力逐渐加大、逼近拐点。如何在总量受
限的情况下保障对经济的税利贡献水平，是烟草行业必须直面的问题。周口市
是河南省面积第5大市、人口第3大市、卷烟消费体量第2大市，人口众多，
地域辽阔，在全省卷烟市场占据着举足轻重的地位。当前的卷烟经营面临着前
所未有的压力和困境，经营方式的变革和营销策略的优化迫在眉睫
本文基于市场营销和消费者行为学等基本理论，以周口市烟草公司的实际
经营情况为出发点，对所处的环境、所采取的产品采购、货源投放、品牌培育、
渠道管理、宣传推广等营销策略进行了分析，明确了有利因素和存在的问题，
并以此为方向开展了消费者行为调研，用以佐证分析结果、找准关键问题。根
据分析和调研结果，从产品策略、渠道策略、价格策略、促销策略四个方面进
行了优化设计
通过本文研究，可知周口市卷烟消费市场在规模上有基本保障，在结构档
次上还有较大上升空间，下步重点可明确为“稳量增效”，即不再单纯追求销量
的扩张，而是聚焦自身营销管理的基础，提升营销水平，提高对市场需求的把
控能力，通过适销对路的产品购销、科学健康的品牌培育、扎实牢固的终端建
设、不断优化的服务设计来实现企业经营水平的不断提升。本文对营销策略的
优化设计可对公司经营决策提供有益参考，同时也可对行业内其他公司提供借
鉴
关键词：烟草营销策略
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Abstract
As an important industry and an major tax revenue contributor in the national
economy, the tobacco industry is exclusively owned by the state. The enlarged scale
and the yearly increased tax pays are attributed to the many years of business
development. However, with the implementation of tobacco control regulations, the
increased public health awareness and the macroeconomic impact has gradually
weakened cigarette consumption, approaching the inflection point.How to guarantee
the contribution of tax interest to the economy in the case of the limited consumption
is a problem that the tobacco industry confronted with . Zhoukou ranks the fifth in
area , the third in population, and the second in cigarette consumption in Henan
Province. With a large population and a vast territory, it occupies a pivotal position in
the cigarette market in the province. The current cigarette business is facing
unprecedented pressure and predicament, the change of business mode and the
optimization of marketing strategy is imminent.
Based on the basic theories of marketing and consumer behavior and started from the
actual operation of Zhoukou Tobacco Company , this paper analyzes the marketing
strategies such as the environment, product procurement, supply delivery, brand
cultivation, channel management, publicity and promotion.The favorable factors and
existing problems are identified and consumer behavior research is conducted in this
direction to support the analysisand track the key issues. According to the results of
the analysis and research, the optimization is designed from four aspects: product
strategy, channel strategy, price strategy, and promotion strategy.
Through this study, it is found that the cigarette consumer market in Zhoukou City is
guaranteed in terms of scale, and there is still room for the structural grade growth.
The next step aims at steady efficiency gains instead of pursuing the sales volume.
With the focuses transferred to its own marketing management, the level of marketing
and the ability to control market demand should be improved. Through the
marketable products, scientific and healthy brand cultivation,solid terminal
construction, and constantly optimized service design, the continuous improvement of。