I 摘要 CJ烟草公司在《国家烟草专卖局办公室关于印发现代卷烟零售终端建设指引 和现代卷烟零售终端运行管理规范的通知》和《云南省烟草专卖局关于全面加 强卷烟营销网络建设的实施意见》等政策和文件的要求下，积极开展卷烟现代 零售终端建设，搭建良好工商零关系，优化现有资源，改变烟草行业传统零售 终端模式，建设适应新时代、新形势下卷烟市场需求的现代卷烟零售终端。本 文以云南省CJ烟草公司当前建设的现代零售终端为研究对象，结合国家局定义 的现代卷烟零售终端六大功能，以及CJ烟草现代零售终端建设实际情况进行分 析。发现CJ烟草公司从2014年开始，正式启动现代零售终端建设工作，期间陆 续建成了一批现代零售终端，取得了一定的建设成效。通过对标现代卷烟零售 终端六大功能，发现CJ烟草公司在现代零售终端建设运行中，存在产品经营水 平低、终端形象减弱、品牌培育针对性不足、促销形式单一、信息采集不准确、 消费跟踪受限以及终端管理方面的问题。 终端是营销渠道的最末端，也是卷烟营销网络最关键的一环。为了解决CJ 烟草公司当前现代零售终端建设运行出现问题，更好的建设现代零售终端，从 而达到优化营销渠道、优化现代零售终端的目的。本文结合CJ烟草公司现代零 售终端建设实际情况，在明确烟草行业未来在卷烟营销网络建设的总体方向， 为CJ烟草公司现代零售终端建设提出优化建议。在优化建设体系的总原则下， 一是针对产品经营水平低的问题，加强对终端客户的经营指导；二是品牌培育 针对性不足的问题，进行充分的消费市场细分，根据CJ地域特色，提升农村市 场，让农村终端转型升级，同时挖掘旅游市场终端价值，丰富营销形式；三是 针对促销形式单一的问题，建议加强线上线下整合，线上引流线下活动同步开 展；四是针对终端形象弱化、信息采集不准确、消费跟踪受限的问题，建议综 合规划，探索“平台+数据+品牌”连锁终端，将烟草工商企业的需求、零售户 诉求和消费者意见整合至一个管理系统；五是终端管理方面，明确现代终端建 设地位，加强终端系统升级革新，以保障现代零售终端的优化建设。希望通过 以上五方面的优化，从而达到CJ烟草公司现代零售终端的优化。 关键词：现代零售终端；CJ烟草公司；烟草营销 Abstract I Abstract CJtobaccocompanyactivelycarriedouttheconstructionofmoderncigaretter etailterminalsandbuiltagoodindustrialandcommercialzeropassunderthe requirementsofpoliciesanddocumentssuchasthenoticeoftheofficeofth eStateTobaccoMonopolyBureauonprintinganddistributingtheconstruction guidelinesofmoderncigaretteretailterminalsandtheoperationmanagement standardsofmoderncigaretteretailterminalsandtheimplementationopinions ofYunnanTobaccoMonopolyBureauonComprehensivelyStrengtheningthec onstructionofcigarettemarketingnetworkTooptimizetheexistingresources, changethetraditionalretailterminalmodeofthetobaccoindustry,andbuilda moderncigaretteretailterminaltomeettheneedsofthecigarettemarketint heneweraandnewsituation.Inthispaper,CJtobaccocompanyinYunnan Province,thecurrentconstructionofmodernretailterminalastheresearchobj ect,combinedwiththeNationalBureaudefinitionofmoderncigaretteretailte rminalsixfunctions,aswellasCJtobaccomodernretailterminalconstruction actualsituationanalysis.ItisfoundthatCJtobaccocompanyhasofficiallyst artedtheconstructionofmodernretailterminalssince2014,duringwhichan umberofmodernretailterminalshavebeenbuiltsuccessively,andsomeconst ructionresultshavebeenachieved.Bycomparingthesixfunctionsofmodern cigaretteretailterminal,itisfoundthatCJtobaccocompanyhassomeproble msintheconstructionandoperationofmodernretailterminal,suchaslowpr oductmanagementlevel,weakenedterminalimage,lackoftargetedbrandculti vation,singlepromotionform,inaccurateinformationcollection,limitedconsum ptiontrackingandterminalmanagement. Theterminalistheendofthemarketingchannelandalsothekeylinkofthe cigarettemarketingnetwork.Inordertosolvethecurrentproblemsintheco nstructionandoperationofCJtobaccocompany'smodernretailterminals,and betterbuildmodernretailterminals,soastoachievethepurposeofoptimizin gmarketingchannelsandmodernretailterminals.Basedontheactualsituatio Abstract II nofCJtobaccocompany'smodernretailterminalconstruction,thispapermak escleartheoveralldirectionoftobaccoindustryinthefuturecigarettemarketi ngnetworkconstruction,andputsforwardoptimizationsuggestionsforCJtoba ccocompany'smodernretailterminalconstruction.Underthegeneralprinciple ofoptimizingtheconstructionsystem,thefirstistostrengthentheoperationg uidancefortheendcustomersinviewofthelowlevelofproductmanagemen t;thesecondistocarryoutsufficientsegmentationoftheconsumermarketin viewofthelackoftargetedbrandcultivation,improvetheruralmarketaccor dingtotheregionalcharacteristicsofCJ,lettheruralterminaltransformand upgrade,andatthesametime,taptheterminalvalueofthetourismmarkett oenrichthemarketingforms;thethirdistoexploretheterminalvalueofthe tourismmarketFortheproblemofsinglepromotionform,itissuggestedto strengthenonlineandofflineintegrationandcarryoutonlineandofflineactivit iessimultaneously;fourthly,fortheproblemsofweakeningterminalimage,ina ccurateinformationcollectionandlimitedconsumptiontracking,itissuggested tocomprehensivelyplanandexplorethe"platform+data+brand"chainter minal,soastointegratetheneedsoftobaccoindustryandcommerceenterpris es,demandsofretailcustomersandconsumeropinionsintoonemanagement Fifth,intermsofterminalmanagement,makeclearthestatusofmoderntermi nalconstruction,strengthentheupgradingandinnovationofterminalsystem,s oastoensuretheoptimalconstructionofmodernretailterminal.Hopetoach ievetheoptimizationofCJtobaccocompany'smodernretailterminalthrough theoptimizationoftheabovefiveaspects. Keywords:ModernRetailTerminalConstruction;CJTobaccoCompany;Tobacco Marketing 目录 III 目录 第一章绪论.......................................................................................1 第一节研究背景与意义................................................................................1 一、研究背景....................................................................................................................1 二、研究意义....................................................................................................................2 第二节国内外研究文献综述........................................................................2 一、国外研究现状............................................................................................................3 二、国内研究现状............................................................................................................4 第三节研究内容............................................................................................6 第四节研究方法与技术路线........................................................................6 一、研究方法....................................................................................................................6 二、技术路线....................................................................................................................7 第二章卷烟零售终端相关理论.......................................................8 第一节终端营销理论....................................................................................8 一、终端营销定义............................................................................................................8 二、终端营销方式............................................................................................................9 第二节现代零售终端理论............................................................................9 一、现代零售终端定义..................................................................................................10 二、现代零售终端六大功能.........................................................................................10 三、传统零售终端类型划分.........................................................................................11 四、现代零售终端分类及建设方式.............................................................................11 第三章CJ烟草公司现代零售终端建设现状与问题分析...........14 第一节历年卷烟销售网络建设概述..........................................................14 目录 IV 第二节CJ烟草公司现代零售终端现状.....................................................15 一、CJ烟草公司概况.....................................................................................................15 二、CJ烟草公司零售终端