在网络经济日益普及的背景下，各行各业的生产与销售均在尝试与互联网结 合，烟草行业也不例外，提升营销效率也必须充分利用现代的互联网技术和手段。 在传统营销方式限制和不足日益凸显的情况下，烟草企业通过互联网拓宽营销渠 道、提升营销效率是必然趋势。目前有很多企业已经将自己产品的营销与互联网进 行结合了，但是在结合方式以及运用效果上却参差不齐，有的企业能够很好的发挥 网络营销的优势，促进自己营销效果以及经营绩效的提升，但是，有的企业却在运 用过程中出现很多问题和不足，需要企业不断调整和完善网络营销策略。黄山品牌 卷烟作为安徽省内卷烟龙头品牌以及国内知名品牌，在发展过程中一直在尝试和摸 索新的营销模式，在电子商务不断发展与普及的环境下，尝试将互联网营销运用到 营销过程中是其近年来新的探索方向，以期能够提升品牌的营销水平和经营绩效。 虽然目前黄山品牌卷烟也已经开始尝试通过互联网的方式进行营销，但是在网络营 销方式、营销效果等方面还存在不少问题，黄山品牌卷烟如何在网络营销日渐普及 的环境下，借助互联网先进技术不断丰富营销方式、提升营销效果，进而继续保持 在安徽地区乃至全国的市场优势成为其必须面对和解决的问题。 本文以安徽中烟公司的黄山品牌卷烟的网络营销为例，研究了黄山品牌卷烟网 络营销的改进策略。首先介绍了研究背景以及国内外学者在网络营销以及烟草网络 营销方面的研究成果，为本文的研究提供参考依据和研究思路。其次对网络营销理 论、4C 营销策略理论等相关营销理论以及卷烟销售法律规制进行了介绍，为后文 奠定理论基础。然后通过问卷调查对黄山品牌卷烟网络营销现状以及存在的问题进 行了归纳和分析。再次，在前文基础上对黄山品牌卷烟的网络营销就目前存在的问 题和不足进行了多种改进策略设计。最后归纳总结全文，并展望未来。 通过全文的研究发现：目前安徽中烟在黄山品牌卷烟网络营销上比较重视，将 现代网络营销方式与传统营销方式相结合开展营销活动，其中二维码活动是其最初 网络营销方式，营销获得成效较为明显；黄山品牌卷烟网络营销存在诸多问题，其 中网络营销路径整体性问题是目前其面临的最主要问题，网络营销方式、情感连接、 营销针对性也是黄山卷烟面临的比较严峻的问题，在客户管理、地方文化和品牌文 化的融入、组织架构的设置等方面存在一些不足；黄山品牌卷烟的网络营销改进策 略可以采用 4C 营销理论中顾客策略、成本策略、便利策略以及沟通策略，实施改 进策略并对预期效果进行分析。 关键词：黄山卷烟；网络营销；改进策略I ABSTRACT Under the background of the increasing popularity of the network economy,the production and sales of all walks of life are trying to integrate with the Internet,and the tobacco industry is no exception.To improve marketing efficiency, we must make full use of modern Internet technology and means.With the limitations and shortcomings of traditional marketing methods becoming increasingly prominent,it is an inevitable trend for tobacco enterprises to broaden marketing channels and improve marketing efficiency through the Internet.At present, many enterprises have combined their product marketing with the Internet,but their combination methods and application effects are uneven.Some enterprises can give full play to the advantages of network marketing, promote their marketing effect and enhance their business performance.However,some enterprises have many problems and deficiencies in the application process,and enterprises need to constantly adjust.And improve the network marketing strategy.As a leading brand and a famous brand in China, brand cigarette has been trying and exploring new marketing mode in the development process.In the continuous development and popularization of e-commerce,trying to apply Internet marketing to the marketing process is a new exploration direction in recent years,with a view to improving the brand's marketing level and business performance.Although Mount Huangshan's brand cigarettes have begun to try to sell through the Internet, there are still many problems in the way of network marketing and marketing effect.How can Mount Huangshan cigarette brands enrich their marketing methods and enhance their marketing effectiveness through the advanced Internet technology in the increasingly popular environment of Internet marketing,and then continue to maintain in Anhui and even in the whole countryChina's market advantage has become a problem it must face and solve. Taking the marketing of the brand cigarette of Zhong Zhong tobacco company as an example,this paper studies the marketing strategy of brand brand cigarette.First,it introduces the research background and the research results of domestic and foreign scholars in network marketing and tobacco network marketing,and provides reference and research ideas for this study.Secondly,the marketing integration theory, direct marketing theory and brand theory are introduced.The theory of equal related marketing is introduced,which lays a theoretical foundation for the following article.Then,through the questionnaire survey,the current situation and existing problems of Mount HuangshanII cigarette brand marketing are summarized and analyzed.Thirdly, on the basis of previous articles, a variety of strategies are designed for the marketing of Mount Huangshan cigarette brand,and the safeguard measures are put forward for the existing problems and deficiencies.Summarize the full text and look forward to the future. Through the research of the full text, it is found that Anhui Zhongyan has paid more attention to the marketing of Huangshan cigarette brand network, combining modern online marketing methods with traditional marketing methods to carry out marketing activities. The QR code activity is its initial network marketing method, and marketing has achieved results. It is more obvious; there are many problems in the marketing of Huangshan cigarette brand. Among them, the overall problem of network marketing path is the most important problem at present. The network marketing method, emotional connection and marketing targeting are also the more serious problems faced by Huangshan cigarettes. There are some shortcomings in management, local culture and brand culture integration, and organizational structure setting. The online marketing of Huangshan cigarette brand can adopt customer strategy, cost strategy, convenience strategy and communication strategy in 4C marketing theory, under the network marketing environment. Implement improvement strategies and analyze expected results. KEYWORDS: Huangshan cigarette; network marketing; improvement strategy1 目 录 第一章 绪论 ············································································1 第一节 研究背景 ····················································································1 一、行业背景·······················································································1 二、紧迫性与可行性··············································································2 第二节 研究意义 ····················································································3 一、理论意义·······················································································3 二、现实意义·······················································································3 第三节 国内外网络营销研究现状································································3 一、国外研究现状·················································································4 二、国内研究现状·················································································5 三、现有文献