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MBA毕业论文_州市烟草公司营销渠道管理改进策略研究PDF

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现阶段中国烟草行业虽然发展势头良好,但是行业内部及外部却面临着巨大的 压力,这主要来自于国家控烟组织的制约和国际烟草巨头的虎视眈眈,如何既要保 障国民的身体健康又要在履约框架下保障行业的正常发展,树立国家利益至上、消 费者利益至上,保证国家的财政收入;缓解各方压力的一个重要途径就是提高行业 自身的管理水平,而“渠道是企业的第三利润源”,营销渠道管理能力提升是国内 烟草工商企业提高管理水平的重要内容。高质量的营销渠道管理能够提高企业的营 销效率、降低营销成本,为消费者提供更好的消费体验,对于烟草这样一个特殊的 行业,加强营销渠道管理还有助于落实国家禁烟政策,加强烟草流通领域制度建设 和烟草专卖执法能力建设,是国内烟草企业提升企业竞争力的重要方式。 论文以沧州市烟草公司为研究对象,重点研究了其营销渠道管理现状、问题和 解决对策。首先,在对营销渠道管理相关理论进行研究的基础上,采用问卷调查的 方式对沧州市烟草公司营销渠道管理的现状进行了调查,其次,从营销渠道管理的 目标、零售终端布局、营销渠道管理队伍建设、渠道管理关键环节和对零售商的激 励制度等多个方面梳理了沧州市烟草公司营销渠道管理中存在的问题,最后,结合 沧州市烟草公司经营现状和企业发展战略,从明确营销渠道管理的目标、加强零售 终端布局、加强渠道管理人员建设、提升渠道管理关键环节能力和完善零售户激励 机制等方面,有针对性的提出了改进对策。 论文的创新之处,主要体现在两个方面:第一,烟草行业是国家垄断的特殊行 业,烟草企业营销渠道管理的内容、重点存在一定的特殊性,论文基于烟草商业企 业的特点和国家政策,开展针对烟草商业企业的营销渠道管理研究,在研究对象和 研究内容方面具有创新性;第二,论文从移动互联网技术逐渐普及、人们生活及消 费习惯逐渐改变的社会现实出发,有针对性的研究了烟草企业营销渠道管理中对移 动互联网技术等新技术的使用,具有一定的创新性。 关键词:烟草企业;营销渠道管理;改进 III ABSTRACT At present, although the development momentum of China's tobacco industry is good, it is facing great pressure both inside and outside the industry. This is mainly due to the restriction of national tobacco control organizations and the covetous eyes of international tobacco giants. How to ensure the normal development of national health under the framework of performance, and how to establish a country with the highest national interests, consumer interests and high standards Financial revenue: an important way to relieve the pressure of all parties is to improve the management level of the industry itself, while "channel is the third profit source of the enterprise", and the promotion of marketing channel management ability is an important content of improving the management level of domestic tobacco industry and commerce enterprises. High quality marketing channel management can improve the marketing efficiency of enterprises, reduce the marketing cost, and provide consumers with better consumption experience. For a special industry like tobacco, strengthening the marketing channel management is also helpful to implement the national smoking ban policy, strengthen the construction of the system of tobacco circulation and the law enforcement capacity of tobacco monopoly law, which is to enhance the competition of domestic tobacco enterprises The important way of force. This paper takes Cangzhou tobacco company as the research object, focusing on its marketing channel management status, problems and solutions. First of all, based on the research of marketing channel management theory, this paper uses questionnaire to investigate the current situation of marketing channel management of Cangzhou tobacco company. Secondly, it combs the marketing channel management of Cangzhou tobacco company from the target of marketing channel management, the layout of retail terminal, the construction of marketing channel management team, the distribution of cigarette supply and other aspects Finally, combined with the current business situation and enterprise development strategy of Cangzhou tobacco company, the paper puts forward the improvement countermeasures from the aspects of clarifying the goal of marketing channel management, strengthening the layout of retail terminals, and improving the ability of key links of channel management. The innovation of this paper is mainly reflected in two aspects: first, the tobacco industry is a special industry monopolized by the state, and the content and key points of marketing channel management of tobacco enterprises have certain particularity. IV Based on the characteristics of tobacco commercial enterprises and national policies, this paper carries out research on marketing channel management of tobacco commercial enterprises, which is innovative in research object and research content Secondly, starting from the social reality of the gradual popularization of mobile Internet technology and the gradual change of people's life and consumption habits, this paper studies the use of mobile Internet technology and other new technologies in the marketing channel management of tobacco enterprises, which is innovative to some extent. Keywords: tobacco companies; marketing channel management; channel improvement V 目录 摘要I ABSTRACT.............III 第一章 绪论...............1 1.1研究背景及研究意义........................1 1.1.1研究背景...1 1.1.2研究意义...2 1.2国内外研究现状..2 1.2.1国外研究现状.........................3 1.2.2国内研究现状.........................4 1.2.3研究现状评述.........................5 1.3研究内容与方法..5 1.3.1研究内容...5 1.3.2研究方法...6 1.4本文的创新之处..7 1.5研究的技术路线..6 第二章 相关理论综述............................8 2.1营销渠道管理的概念与功能..........8 2.1.1营销渠道管理的概念...........8 2.1.2营销渠道的功能....................8 2.1.3营销渠道管理的内容...........9 2.2营销渠道的设计..9 2.2.1营销渠道的长度....................9 2.2.2营销渠道的宽度..................11 2.3营销渠道的优化11 第三章 沧州市烟草公司营销渠道管理现状及调研情况汇总...............13 3.1烟草行业营销渠道概述.................13 3.1.1烟草行业营销渠道的特殊性..........................13 VI 3.1.2我国现阶段烟草行业营销渠道模式.............14 现阶段沧州烟草公司营销渠道模式.......................14 3.2沧州市烟草公司概况......................15 3.3沧州市烟草公司营销渠道管理现状调查................16 3.3.1调查问卷设计.......................16 3.3.2调查问卷发送及回收.........16 3.3.3调查问卷数据统计..............17 3.3.4调查结果分析.......................17 3.4沧州市烟草公司营销渠道管理现状.........................17 3.4.1部分员工掌握了营销渠道理论和方法........17 3.4.2建立了较为完整的营销渠道..........................17 3.4.3物流管理效率得到了一定的提升.................18 第四章 沧州市烟草公司营销渠道管理存在的问题..19 4.1营销渠道管理目标不清晰...19 4.2零售终端管理有待加强........20 4.3渠道管理队伍需要加强........25 4.4渠道管理关键环节存在不足..............................26 4.5对零售商的激励制度有待完善.........................28 4.6移动互联网、物联网等新技术使用不足.......28 第五章 沧州市烟草公司营销渠道管理的改进对策..30 5.1明确营销渠道管理的目标............30 5.2加强零售终端布局及管理............30 5.3加强渠道管理人员建设.................31 5.4提升渠道管理关键环节能力........31 5.4.1优化物流管理体系..............31 5.4.2加强货源供应管理..............32 5.4.3加强专卖执法力度..............33 5.5完善零售户激励机制......................34 VII 5.6积极使用移动互联网、物联网等新技术................34 5.6.1搭建消费新入口,提升获取消费数据效率..............................35 5.6.2搭建渠道管理新平台,提升商业企业和工业企业的渠道管理效率...............36 5.7加强营销渠道冲突管理.................37 5.8建立卷烟零售行业民间协会组织..............................38 第六章 沧州市烟草公司营销渠道管理改进的保障措施........................39 6.1加强宣传教育,营造开展营销渠道管理改进的良好氛围...............39 6.2对营销管理体系组织架构进行调整.........................39 6.3建立符合营销渠道管理要求的人才培养体系.......40 6.4搭建营销渠道管理制度流程体系..............................40 6.5加强营销渠道管理基础设施建设..............................41 第七章 结论与展望42 7.1研究结论.............42 7.2后续研究展望....42。。。。。。以下内容略