近年来，中国经济发展进入新常态，伴随着经济发展模式和发展方式的转变， 新常态下我国卷烟市场营销方式也随之改变。作为世界上吸烟人口最多的国家， 我国一直致力于烟草行业的改革，但面临的考验和挑战依然严峻。新常态下卷烟 的营销策略研究十分必要，尤其是在烟草行业的战略发展中发挥重要作用。 烟草行业的营销策路是企业最为核心的竞争力，针对现在烟草专专卖的体制 现状，必须优化其营销策略，本论文对营销策略中的具体策略也进行了深入地剖 析，具有重要的现实指导意义。 论文首先分析了国际国内关于烟草公司市场营销相关理论的研究现状，重点 梳理了当前关于市场营销策略中的相关理论基础，包括市场营销战略和策略、目 标市场与定位理论、营销组合策略理论，在此基础上重点分析了新常态环境对湘 潭市烟草公司卷烟市场的内在环境，审视了当前营销策略的现状以及存在的问题， 并从产品、价格、渠道和促销策略这四个层面针对当前存在的问题进行原因分析， 得出了一整套行之有效的营销策略的优化方案，为保障方案的顺利实施，湘潭市 卷烟公司还从转变工作人员观念、加强技能培训、健全营销组织、规范促销物资 管理、强化工作考核等几个方面制定完整的保障措施。 关键词：湘潭市烟草公司营销策略产品价格促销 II Abstract Inrecentyears,theeconomicdevelopmentofChinahasenteredanewnormal. Withthetransformationofeconomicdevelopmentmodeanddevelopmentmode,the marketingmethodofChina'scigarettemarkethasalsochangedunderthenewnormal. Asthecountrywiththelargestnumberofsmokersintheworld,Chinahasbeen committedtothereformofthetobaccoindustry,butthechallengesandchallengesare stillsevere.Itisnecessarytostudythemarketingstrategyofcigarettesunderthenew normal,especiallyinthestrategicdevelopmentofthetobaccoindustry. Asatobaccocommercialenterprise,XiangtanTobaccoCompanyassumesthe responsibilityofmonopolymanagementandmarketdevelopmentinthetobacco marketinXiangtan.Undertheprotectionofthemonopolysystem,optimizingthe tobaccomarketingstrategyandenhancingthecorecompetitivenessofenterprisesis anurgentproblemtobesolved.Theresearchonthisthesisalsohasimportant practicalsignificance. ThethesisfirstanalyzesthepresentsituationofmarketinginXiangtanTobacco Company.Basedonthebackgroundofmonopolysystemandindustrialbackground, thispaperanalyzesanddiagnosesthemarketingstrategyfromtheaspectofproduct strategy,pricestrategy,channelstrategyandpromotionstrategybiningwiththe aboveanalysis,thispaperputsforwardsomesuggestionsonoptimizingmarketing strategy,subdividingproducts,guaranteeingthesupply,purifyingthemarketand makingaccuratemarketing.wewillstepupcigarettepromotionandmanagement guidancetoourcustomersandextendourservicetoconsumerssoastoenhancethe satisfactionofretailcustomersandconsumers.Inordertoensuretheeffective implementationofmarketingstrategy,thepaperfinallyproposedaseriesof safeguards. Thispaperappliesthemarketingstrategytheorytosystematicallystudythe marketingstrategyofXiangtanTobaccoCompanyandputsforwardsomesuggestions toimprovethecompetitivenessofXiangtantobaccocompanyandservethe customer'sability. Keywords:Xiangtantobaccocompanymarketingstrategyproductpricepromotion III 目录 摘要............................................................................................................................I Abstract........................................................................................................................II 第1章绪论................................................................................................................1 1.1研究背景和意义..............................................................................................1 1.1.1研究背景................................................................................................1 1.1.2研究目的及意义....................................................................................2 1.2国际、国内烟草市场营销理论现状..............................................................3 1.2.1国外烟草理论研究现状........................................................................3 1.2.2国内研究现状........................................................................................4 1.3研究思路及内容..............................................................................................5 1.4研究方法..........................................................................................................6 本章小结.................................................................................................................7 第2章市场营销的相关理论基础............................................................................8 2.1市场营销战略..................................................................................................8 2.2市场营销策略..................................................................................................8 2.3目标市场与定位理论......................................................................................9 2.3.1市场细分................................................................................................9 2.3.2目标市场..............................................................................................10 2.3.3市场定位..............................................................................................10 2.4营销组合策略理论........................................................................................10 2.4.1产品策略..............................................................................................11 2.4.2价格策略..............................................................................................11 2.4.3渠道策略..............................................................................................12 2.4.4促销策略..............................................................................................12 2.5烟草市场营销策略组合的基本遵循............................................................13 2.5.1坚持“两个至上”的行业价值观......................................................13 2.5.2以资源、知识、能力为基础..............................................................14 本章小结...............................................................................................................15 第3章新常态经济环境对湘潭市烟草卷烟市场的影响.....................................16 3.1新常态下烟草行业发展速度.........................................................................16 3.2新常态下烟草行业发展结构........................................................................17 3.3新常态下烟草行业发展动力........................................................................18 IV 3.4新常态下卷烟市场营销的策略要求............................................................18 本章小结...............................................................................................................20 第4章湘潭市烟草公司卷烟市场营销现状及问题.............................................21 4.1湘潭市烟草公司卷烟市场营销现状概述....................................................21 4.1.1湘潭市烟草公司卷烟销售情况分析..................................................21 4.1.2湘潭市烟草公司卷烟终端建设情况描述..........................................22 4.1.3湘潭市烟草公司现有营销策略分析..................................................23 4.2湘潭市烟草公司卷烟市场营销策略存在的问题........................................23 4.2.1产品策略方面......................................................................................24 4.2.2价格策略方面......................................................................................25 4.2.3渠道策略方面......................................................................................25 4.2.4促销策略方面......................................................................................27 本章小结...............................................................................................................28 第5章湘潭市烟草公司卷烟市场营销策略优化方案.........................................29 5.1产品策略........................................................................................................29 5.1.1对购进卷烟产品细分..................................................................