2009 年 11 月 13 日，国家烟草专卖局副局长何泽华在上海召开的关于“中
华”品牌精准营销会议上发表了讲话，标志着烟草行业精准营销工作的正式启动
卷烟精准营销是烟草行业营销管理模式的一次革命
为进一步提高卷烟营销水平和客户服务能力，塔城烟草公司逐步调整工作思
路，将精准管理放在了与“稳销量、提结构”同样重要的位置。一方面，投入了
大量的精力，利用市场调研、课题研究及现场会等形式，不断探索塔城烟草精准
营销的方式方法。同时，从营销工作整体设计上力求转变思维，明确定位，推进
塔城烟草公司卷烟营销的精细化水平
本文主要从营销基本理论入手，结合烟草行业的发展趋势，阐述了烟草行业
精准营销的主要内容。特别以塔城烟草公司为例，通过分析当前塔城烟草公司在
市场营销、品牌培育、终端建设等方面的短板，采取了精准需求采集，分析各类
需求，制定有针对性的工作措施，构建塔城烟草公司精准营销策略，实现卷烟营
销上水平
本文主要采用了文献资料法、调查法、案例研究等方法，紧紧围绕塔城烟草
工作实际，通过现状分析、策略制定、过程控制等环节，尝试解决公司营销服务
问题，通过精准营销策略制定，提高塔城烟草公司服务能力和营销水平
关键词：烟草公司 精准营销 服务策略 服务建设II
ABSTRACT
Since 2001, when China joined the World Trade Organization (WTO), on the one
hand, for the economic and trade aspects of the initiative and the sovereignty, gained
more development opportunities, but also face the fierce competition of the foreign
advanced economies. China tobacco for a national policy to protect, although can
temporarily to avoid shock, but in the long run, the management level of the tobacco
industry and development level and advanced foreign tobacco companies there is a
big gap, the traditional management mode, service concept, marketing thinking and
increasingly changing external environment suitability and disadvantages growing
development, lean management of the industry and put forward the higher precision
marketing to.
Zehua He, the deputy director of the national tobacco monopoly bureau
organized an Symposium on Precision Marketing subject in Shanghai which makes
tobacco industry precision marketing work officially open and Market-oriented
tobacco industry reform starts from supply from orders.
In order to improve the level of cigarette marketing, Tacheng tobacco is making
great efforts to find more precise marketing methods by market research, subject study,
On-site meetings and more.
This article mainly starts with the basic theory of marketing, through the analysis
of cigarette marketing and the similarities and differences between traditional and
conventional marketing, combined with the trend of the development of tobacco
industry and tobacco into the development of the status quo, analysis of the current
into tobacco in marketing, brand cultivation, the terminal construction, through the
precise requirements gathering, analysis of various kinds of needs, work to develop
targeted measures to build into the tobacco companies precision marketing system, ToIII
achieve the level of cigarette marketing.
This paper mainly adopted the research method, literature method and experience
summary method, on the problem analysis, measures formulation and effect
evaluation and other respects all can closely around the actual work of Ta Cheng
tobacco. The research results are systematic, operable and reproducible, and have
strong practicality.
Key words:Tobacco company Precision Marketing Service strategy Serv
ice researchIV
目录
第 1 章 绪论
..1.1 研究背景和意义......1
1.1.1 研究背景.......1
1.1.2 研究意义.......1
1.2 国内外研究综述......2
1.3 研究内容及方法......3
1.3.1 研究内容........3
1.3.2 研究方法........4
第 2 章 精准营销相关理论及原理论述
.....2.1 精准营销的相关理论..........5
2.1.1 市场营销相关理论...5
2.1.2 精准营销理论概述...6
2.2 烟草商业公司精准营销相关内容. 7
2.2.1 烟草商业公司营销工作的内容...... 7
2.2.2 烟草商业公司精准营销的内容...... 8
2.2.3 烟草商业公司精准营销的发展...... 9
第 3 章 塔城烟草公司现状概述及调查分析
.......3.1 塔城烟草公司营销服务现状概述........... 10
3.1.1 塔城烟草公司卷烟营销现状概述 10
3.1.2 塔城烟草公司品牌培育现状概述 11
3.1. 3 塔城烟草公司客户服务现状概述........... 12
3.2 客户需求调查........13
3.2.1 客户满意度调查.....13
3.2.2 客户需求采集.........14
3.3 塔城烟草公司营销服务问题分析........... 16
3.3.1 塔城烟草公司卷烟营销问题分析 16
3.3.2 塔城烟草公司品牌培育问题分析 17
3.3.3 塔城烟草公司终端服务问题分析 18
第 4 章 塔城烟草公司精准服务策略内容
...........4.1 精准卷烟营销策略19
4.1.1 精准客户经营数据采集.... 19
4.1.2 精准卷烟需求预测.20
4.1.3 精准卷烟货源定位.24
4.2 精准品牌建设策略26
4.2.1 精准卷烟品类设置.26
4.2.2 营销人员培育能力建设.... 27
4.2.3 零售客户培育能力建设.... 32
4.3 精准终端维护策略36
4.3.1 精准终端资源调查.36
4.3.2 精细终端创建标准.37V
4.3.3 精准终端提升过程..
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