本文選題：ZC市 + 煙草�。� 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：在宏觀經(jīng)濟(jì)下行與控?zé)熃麩熡绊懴?尤其是在當(dāng)前中國(guó)對(duì)于控制煙草方面的規(guī)定日益嚴(yán)格、禁煙令和限煙令不斷頒布、人們吸煙的比例持續(xù)降低等情況下,中國(guó)的煙草運(yùn)營(yíng)市場(chǎng)正在發(fā)生著巨大的變遷,在這種情況下,中國(guó)的煙草業(yè)正在面臨卷煙運(yùn)行拐點(diǎn)的來(lái)臨,保持行業(yè)平穩(wěn)發(fā)展和稅利穩(wěn)定增長(zhǎng)的壓力凸顯。新常態(tài)經(jīng)濟(jì)環(huán)境下煙草行業(yè)開(kāi)展市場(chǎng)化取向改革是大勢(shì)所趨,在以前的很長(zhǎng)一段時(shí)間里,在煙草運(yùn)營(yíng)方面存在著運(yùn)行銷(xiāo)售方式不精細(xì)、管理方法不先進(jìn)等方面的缺陷和不足,從而導(dǎo)致全市范圍內(nèi)創(chuàng)建知名的煙草品牌很困難,付出努力很多但收效不好,以至于整個(gè)煙草市場(chǎng)的供貨量與需求量之間存在著偏差,進(jìn)而造成煙草購(gòu)買(mǎi)者不是很滿意,而煙草零售部門(mén)也得不到高利潤(rùn)的雙虧現(xiàn)象,無(wú)論是煙草公司還是零售客戶的收益都是每況愈下,最終帶來(lái)的根本影響就是不利于公司的長(zhǎng)久發(fā)展。所以,進(jìn)入到新世紀(jì),面臨著現(xiàn)在的社會(huì)經(jīng)濟(jì)發(fā)展情況和煙草領(lǐng)域的市場(chǎng)狀況,怎樣調(diào)整公司運(yùn)營(yíng)銷(xiāo)售思維和途徑,研究制定更能適應(yīng)環(huán)境發(fā)展、更科學(xué)、更有利于行業(yè)發(fā)展的運(yùn)營(yíng)銷(xiāo)售方案,并將其真正落實(shí)到具體的工作中,從而真正適應(yīng)煙草行業(yè)市場(chǎng)的需要,助推煙草領(lǐng)域的長(zhǎng)久、科學(xué)、高效進(jìn)步,無(wú)疑就變成了本文的案例公司——ZC煙草所面對(duì)的最緊急、最迫切需要解決的問(wèn)題。本文針對(duì)ZC煙草當(dāng)前的經(jīng)營(yíng)現(xiàn)狀,以文獻(xiàn)研究、聚類分析等方法,通過(guò)完善客戶分類,科學(xué)的評(píng)價(jià)客戶價(jià)值,運(yùn)用現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)學(xué)理論,進(jìn)行卷煙的精準(zhǔn)營(yíng)銷(xiāo),從而樹(shù)立品牌形象并贏得長(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)。本文研究共分為五部分:首先,本文確定研究的背景、意義和研究方法及技術(shù)路線,并對(duì)客戶細(xì)分和煙草行業(yè)相關(guān)文獻(xiàn)進(jìn)行綜述,為本文研究打下良好基礎(chǔ)。其次,本文對(duì)市場(chǎng)細(xì)分、客戶細(xì)分營(yíng)銷(xiāo)策略的相關(guān)理論進(jìn)行深入研究,為本文研究提供理論基礎(chǔ)。再次,對(duì)ZC煙草零售客戶評(píng)價(jià)現(xiàn)狀進(jìn)行分析,主要是對(duì)ZC煙草現(xiàn)狀、零售客戶分類方法和分類標(biāo)準(zhǔn)等進(jìn)行了深入研究。然后,是對(duì)ZC煙草零售客戶的分類,主要是確定卷煙零售客戶價(jià)值評(píng)價(jià)指標(biāo)設(shè)計(jì)原則、評(píng)價(jià)表及評(píng)分標(biāo)準(zhǔn),然后進(jìn)行ZC煙草零售客戶價(jià)值評(píng)價(jià)統(tǒng)計(jì)分析、聚類分析,在此基礎(chǔ)上建立客戶群分類模型,最后得出零售客戶聚類結(jié)果。最后,是ZC煙草的營(yíng)銷(xiāo)策略和保障措施,在前文分析的基礎(chǔ)上,提出ZC煙草零售客戶的產(chǎn)品、價(jià)格、渠道、促銷(xiāo)策略,并制定相應(yīng)的保障措施。
[Abstract]:Under the influence of the macroeconomic downturn and smoking control, especially in the light of the increasingly stringent regulations on tobacco control in China, the promulgation of smoking ban and smoking restriction orders, and the continuous decrease in the proportion of people smoking, The tobacco operation market in China is undergoing great changes. In this case, the tobacco industry in China is facing the approaching turning point of cigarette operation, and the pressure of maintaining the steady development of the industry and the steady growth of tax interest is highlighted. In the new normal economic environment, it is the trend of the times for the tobacco industry to carry out market-oriented reform. In the long period of time before, there were some defects and deficiencies in the tobacco operation, such as the operation and sale mode is not fine, the management method is not advanced, and so on. As a result, it is very difficult to establish a well-known tobacco brand across the city, and efforts are made but the results are not good, so that there is a deviation between the supply volume and the demand in the entire tobacco market, which in turn causes tobacco buyers not to be very satisfied. But the tobacco retail department also can not get the high profit double loss phenomenon, whether the tobacco company or the retail customer's income are all getting worse and worse, finally the fundamental influence is unfavorable to the company's long-term development. Therefore, in the new century, facing the current situation of social and economic development and the market situation in the field of tobacco, how to adjust the company's operating and sales thinking and ways, and how to study and formulate more suitable for environmental development and more scientific, More conducive to the development of the industry and the operation of sales programs, and the real implementation of the specific work, so as to truly adapt to the needs of the tobacco industry market, promote the tobacco field of long-term, scientific, efficient progress, Undoubtedly, it becomes the most urgent and urgent problem that ZC Tobacco faces. In this paper, according to the current situation of ZC tobacco management, by means of literature research, cluster analysis and other methods, through perfecting customer classification, scientifically evaluating customer value, applying modern marketing theory to carry out accurate marketing of cigarettes. Thus establish brand image and win long-term competitive advantage. This paper is divided into five parts: first, this paper determines the background, significance, research methods and technical routes, and summarizes the customer segmentation and tobacco industry related literature, which lays a good foundation for this study. Secondly, this paper makes a deep research on the relevant theories of market segmentation and customer segmentation marketing strategy, which provides the theoretical basis for this study. Thirdly, this paper analyzes the status quo of ZC tobacco retail customer evaluation, mainly on the status quo of ZC tobacco, retail customer classification methods and classification standards. Then, it classifies the ZC tobacco retail customers, mainly determines the design principles, evaluation tables and scoring criteria of cigarette retail customers' value, and then carries on the statistical analysis and cluster analysis of ZC tobacco retail customers' value evaluation. On this basis, the customer group classification model is established, and finally, the retail customer clustering results are obtained. Finally, it is the marketing strategy and safeguard measure of ZC tobacco. Based on the above analysis, this paper puts forward the product, price, channel and promotion strategy of ZC tobacco retail customer, and formulates the corresponding safeguard measure.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.8

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