随着移动智能终端设备技术和第三代无线网络技术的不断发展,市场环境变化更

快,市场竞争更加激烈,给企业营销工作决策带来更高的要求。企业需要更多、更准

确、更及时的市场信息,营销人员需要脱离传统的办公室环境进行市场信息数据的采

集和处理。

受政策和舆论环境的影响,烟草行业的市场竞争F1趋激烈,在这种环境中,JS

中烟工业企业如何能精准把握市场各类信息,提高企业产品发展潜力,提供企业产品

市场发展动力。本文通过对精准营销、企业移动应用系统理论的研究,根据行业精准

营销工作特点,结合企业精准营销工作总体工作思路,创新性的提出了将精准营销与

移动应用相结合的解决方案,提供了企业市场数据采集的其他解决方法,构建面向“精

心定位、精确信息、精准投放、精细管理和精致引导”的精准营销移动应用系统,支

撑JS中烟工业企业精准营销工作的开展。主要的研究内容如下:

(1)研究国内外烟草行业的发展现状,讲述了课题研究的背景及意义。

(2)研究精准营销、企业移动应用的相关理论、本质、作用和实现方式。

(3)研究分析JS中烟工业企业状况和营销工作工作、现状,分析企业幵展精准

营销工作的要求,分析移动应用系统的建设需求。

(4)研究分析面向精准营销的企业移动应用系统的技术路线和总体架构,提出

企业移动应用系统建设的总体解决方案。

(5)构建和实现了 JS中烟工业企业面向精准营销的移动应用系统,展示了对精

准营销工作丌展的效果。

关键词:精准营销;移动应用;烟草行业

Abstract

As mobile intelligent terminal technology and the continuous development of the

third generation of wireless network technology, the market environment changes faster,

and more intense competition in the market, these brings higher request enterprise

marketing decision. Enterprise needs more, more accurate and timely market information,

marketers need to be out of the traditional office environment with information acquisition

and processing of data.

The influence of the policy and public opinion environment, the tobacco industry

increasingly fierce competition in the market. In this environment, JS ZhongYan industrial

enterprises how to accurately grasp the market information, improve the enterprise product

development potential, and provides the enterprise product market development

momentum. Based on precise marketing, enterprise mobile application system theory

research,according to industry precision marketing job characteristics, combined with

precise marketing job overall train of thought, innovative precision marketing and mobile

application is put forward to the solution of combining other solution provides the

enterprise market data collection, construct a carefully positioning, accurate information,

accurate delivery, fine management and delicate guide” of the mobile application system,

precise marketing support JS ZhongYan precision industrial enterprise marketing work.

The main research content is as follows:

(1 ) research and development status of tobacco industry at home and abroad,

describes the research background and significance.

(2 ) the accurate marketing, enterprise mobile application theory,nature, function and

Realization way.

(3 ) research analysis of the current situation of tobacco industry enterprises and

marketing work, JS, carrying out precision marketing analysis of the requirements of

enterprises, analysis of the mobile application system construction demand.

(4 ) study on the analysis of enterprise mobile application system for precision

marketing technical route and the overall framework, put forward the overall construction

enterprise mobile application system solutions.

(5 ) construction and implementation of the tobacco industry enterprise mobile

application system in JS oriented precision marketing, shows the precision marketing

work.

Keywords: Precision Marketing; mobile applications; Tobacco Industry