随着社会经济的发展，零售业在经历了线下、线上的激烈竞争后，进入了新零售 时代，不仅是老牌实力企业之间的争夺，苏宁、阿里、京东等互联网企业也在布局， 零售渠道越来越受到重视，都在争夺这一方天地，谁掌握了渠道，谁就拥有了在未来 市场竞争中的巨大优势。 烟草行业在零售渠道方面拥有体制上的优势，因为专卖制度的保驾护航，卷烟的 销售不允许采取线上销售模式，只能通过线下，而线下的零售商也只能从当地的烟草 商业企业这独一的渠道购进，这就使得商业企业拥有极强的渠道掌控力。但与此同时， 因为卷烟商品属于快消品，零售店布局密，产生了很多无序竞争，零售价格无法完成 按照行业指导价执行，特别是在卷烟库存较大，以量取胜的市场环境下，零售客户的 盈利无法保证，就自然降低对商业企业的忠诚度，渠道营销自然受到阻碍。 本文以 S 市烟草公司为例，以渠道理论中的渠道结构、渠道行为、渠道控制理论 为依据，通过聚焦公司渠道营销的现状，提出终端划分和应用、客户盈利的保障和服 务终端的能力、终端建设水平、从业人员能力和现代化终端经营等问题，运用渠道结 构的分类与优化、渠道权力和渠道合作、渠道控制六力模型等理论，尝试找到对应的 解决方案，以加强渠道管理，提升企业的渠道掌控力。 关键词：烟草商业企业；零售终端；营销渠道I ABSTRACT With the development of social economy, the retail industry has entered a new retail era after experiencing off-line and on-line incentive competition. It is not only the competition among the old strength enterprises, but also the distribution of Internet enterprises such as Suning, Ali and Jingdong. Retail channels are getting more and more attention. They are all competing for this place. Whoever grasps the channels will have a huge market competition in the future. Great advantage. The tobacco industry has institutional advantages in retail channels, because the escort of monopoly system, cigarette sales are not allowed to adopt online sales mode, only through offline, and offline retailers can only purchase from the local tobacco commercial enterprises, which makes commercial enterprises have strong channel control. But at the same time, because the cigarette products are fast consumables and the layout of retail stores is dense, there are many disorderly competitions. The retail price can not be implemented according to the industry guidance price. Especially in the market environment where the cigarette inventory is large and the volume wins, the profit of retail customers can not be guaranteed, so the loyalty to commercial enterprises will be reduced naturally, and channel marketing will be hindered naturally. Taking S City Tobacco Company as an example, based on the channel structure, channel behavior and channel control theory of channel theory, and focusing on the current situation of the company's channel marketing, this paper puts forward such issues as terminal division and application, customer profitability guarantee and service terminal capacity, terminal construction level, employee capacity and modern terminal management, and uses the classification and optimization of channel structure. Channel power and channel cooperation, channel control six-force model and other theories, try to find corresponding solutions to strengthen channel management, enhance the channel control of enterprises. KEYWORDS: Tobacco Commercial Enterprises;Retail terminal;Marketing channel1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景与研究意义 ........................................................................................1 一、研究背景................................................................................................................1 二、研究意义................................................................................................................2 第二节 国内外研究现状 ................................................................................................2 一、国外关于营销渠道的相关理论概述....................................................................2 二、国内营销渠道相关理论发展状况........................................................................3 第三节 研究思路、内容和方法 ....................................................................................4 一、研究思路................................................................................................................4 二、研究内容................................................................................................................5 三、研究方法................................................................................................................5 第二章 理论基础...........................................................................................6 第一节 相关概念和研究对象界定 ................................................................................6 一、烟草专卖................................................................................................................6 二、卷烟零售终端........................................................................................................6 三、研究对象界定........................................................................................................6 第二节 渠道结构理论 ....................................................................................................7 一、渠道结构的类型....................................................................................................7 二、渠道的宽度结构....................................................................................................7 三、渠道结构理论的应用............................................................................................7 第三节 渠道行为理论 ....................................................................................................8 一、渠道行为理论的基本内容....................................................................................8 二、渠道权力................................................................................................................8 三、渠道冲突................................................................................................................8 四、渠道合作................................................................................................................9 五、渠道关系..............................................................................................................10 第四节 渠道控制六力模型 ..........................................................................................102 一、渠道控制力的内涵..............................................................................................10 二、渠道控制六力模型及说明..................................................................................10 第三章 S 市烟草公司营销渠道现状及问题分析 .....................................12 第一节 行业背景及未来挑战 ......................................................................................12 一、中国烟草行业营销模式的变迁..........................................................................12 二、行业卷烟营销面临的新变化..............................................................................13 第二节 S 市烟草公司零售终端渠道结构现状及问题分析.......................................13 一、营销渠道相关组织架构说明..............................................................................13 二、营销渠道的宽度结构..........................................................................................13 三、营销渠道的宽度结构存在问题及原因分析......................................................18 第三节 S 市烟草公司零售终端渠道行为现状及问题分析.......................................19 一、渠道权力的表现形式..........................................................................................19 二、渠道冲突的现有解决办法..................................................................................20 三、渠道合作和渠道关系现状..................................................................................21 四、渠道行为存在的问题及原因分析...................................................