本文選題：卷煙 + 零售戶　； 參考：《湖南農(nóng)業(yè)大學(xué)》2013年碩士論文

【摘要】：卷煙零售戶是連接煙草公司和煙民的紐帶,是產(chǎn)品流、信息流和資金流的中間環(huán)節(jié),在卷煙價(jià)值鏈中的地位顯著。為了提高卷煙零售客戶的卷煙盈利水平,試圖找出影響卷煙零售客戶盈利水平的因素,本文對(duì)祁東縣卷煙零售戶盈利情況進(jìn)行了調(diào)查。 該研究采用入戶訪問(wèn)、置留問(wèn)卷和電話調(diào)查等方法以及分類(lèi)走訪的形式采集客戶數(shù)據(jù),按業(yè)態(tài)、客戶類(lèi)別、商圈、經(jīng)營(yíng)規(guī)模四個(gè)維度對(duì)祁東縣卷煙零售戶2012年度、2012年1-6月及2011年同期的盈利情況進(jìn)行了全面調(diào)查,調(diào)查結(jié)果如下： 1、2011年祁東縣卷煙銷(xiāo)售量、銷(xiāo)售金額、毛利和利潤(rùn)都比2010年有所增加,2012年第一、二季度與2011年同期相比,也有所增加。 2、2012年城區(qū)卷煙零售客戶卷煙購(gòu)進(jìn)量比農(nóng)村要多,但比2011年卻有所減少,而農(nóng)村卷煙零售客戶購(gòu)進(jìn)量卻呈增加趨勢(shì)；城區(qū)2012年卷煙購(gòu)進(jìn)總額及零售總額均比農(nóng)村多,但其增幅卻比農(nóng)村�。�2012年城區(qū)和農(nóng)村卷煙零售綜合毛利水平與2011年同期相比均有增加,農(nóng)村卷煙零售戶毛利率及綜合毛利水平增長(zhǎng)速度高于城區(qū)。 3、同一年不同季度間和同一季度不同年度間卷煙銷(xiāo)售存在較大差異；不同業(yè)態(tài)卷煙零售戶卷煙購(gòu)進(jìn)量差異較大,其中以超市的月均購(gòu)進(jìn)量最大,最少的娛樂(lè)場(chǎng)所；不同業(yè)態(tài)、客戶類(lèi)別、商圈、經(jīng)營(yíng)規(guī)模的卷煙零售戶之間的毛利及不同年度間毛利均有較大差異,表現(xiàn)在超市和食雜店的毛利呈上升趨勢(shì),而煙酒店和服務(wù)類(lèi)則下降,SCD類(lèi)零售戶、商務(wù)政務(wù)圈、規(guī)模較大的零售戶獲毛利多,而SCZ類(lèi)、其他類(lèi)和規(guī)模較小的零售戶獲利少。 4、不同經(jīng)營(yíng)規(guī)模卷煙零售戶間毛利水平差異大,洪橋鎮(zhèn)經(jīng)營(yíng)規(guī)模大的戶均毛利達(dá)19355元,是卷煙零售客戶戶均毛利的一倍多,經(jīng)營(yíng)規(guī)模小的戶均毛利只有4782元,只有卷煙零售客戶戶均毛利四分之一。 5、祁東縣卷煙零售存在的問(wèn)題主要有卷煙堆放雜亂,零售客戶自律意識(shí)不夠,經(jīng)營(yíng)能力不強(qiáng),私自批發(fā)擾亂市場(chǎng),卷煙結(jié)構(gòu)有待調(diào)整,市場(chǎng)不夠規(guī)范。 最后根據(jù)祁東縣卷煙銷(xiāo)售實(shí)際情況提出了提高祁東卷煙零售戶的盈利水平應(yīng)加強(qiáng)業(yè)務(wù)培訓(xùn),提高經(jīng)營(yíng)能力；改變經(jīng)營(yíng)理念,美觀店容店貌；根據(jù)市場(chǎng)需要,優(yōu)化卷煙結(jié)構(gòu)；創(chuàng)新經(jīng)營(yíng)手段,豐富服務(wù)內(nèi)容；降低經(jīng)營(yíng)成本,提高經(jīng)營(yíng)效益；豎立誠(chéng)信形象,提升經(jīng)營(yíng)水平；規(guī)范進(jìn)貨渠道,整頓市場(chǎng)秩序；保持經(jīng)營(yíng)熱情,打造優(yōu)質(zhì)服務(wù)的八項(xiàng)建議。
[Abstract]:Cigarette retailers are the links between tobacco companies and smokers, the intermediate link of product flow, information flow and capital flow, and play an important role in the cigarette value chain. In order to improve the cigarette profit level of cigarette retail customers and find out the factors that affect the profit level of cigarette retail customers, this paper investigates the profit situation of cigarette retailers in Qidong County. This research adopts the methods of household visit, retention questionnaire and telephone survey, as well as the form of classified visit to collect customer data, according to the form of business, customer type, business circle, Four dimensions of business scale of Qidong County cigarette retailers in 2012, from January to June 2012 and the same period of 2011 earnings were investigated, the results are as follows: 1, Qidong County cigarette sales, sales, Gross margins and profits were both higher than in 2010, and increased in the first and second quarters of 2012 compared with the same period in 2011. In 2012, the total amount of cigarette purchase and retail sales in urban areas were more than those in rural areas, but the increase was smaller than that in rural areas. In 2012, both urban and rural cigarette retail gross margins increased compared with the same period in 2011. The growth rate of gross profit rate and comprehensive gross profit level of rural cigarette retailers were higher than that of urban areas. 3. There were great differences in cigarette sales between different seasons in the same year and different years in the same quarter. There is a great difference in the amount of cigarettes purchased by retail consumers in different types of cigarettes, in which the supermarket has the largest and least monthly purchases of cigarettes, and the different types of businesses, customer categories, and business circles, The gross profit of cigarette retailers on a business scale varies greatly from year to year, which is reflected in the upward trend of gross profit of supermarkets and grocery stores, while the decline of tobacco hotels and service categories in SCD retail households and business affairs circles. The larger retail households gained more gross profits, while the SCZs, other categories and smaller retailers made less profit. 4. The gross profit level of cigarette retailers with different operating scales varied greatly. The average gross profit per household in Hongqiao Town reached 19355 yuan. This is more than twice the average gross profit of cigarette retail customers. The average gross profit of small retail households is only 4782 yuan, while that of only cigarette retail customers is 1/4. 5. The main problems in cigarette retail in Qidong County are cigarette stacking and clutter. The retail customer's self-discipline consciousness is not enough, the management ability is not strong, private wholesale disturbs the market, the cigarette structure needs to be adjusted, and the market is not standardized. Finally, according to the actual situation of cigarette sales in Qidong County, the paper puts forward that in order to improve the profit level of cigarette retailers in Qidong County, we should strengthen the business training, improve the management ability, change the management idea, look at the shop appearance, optimize the cigarette structure according to the needs of the market. Eight suggestions for innovating management means, enriching service content, reducing operating cost, improving management benefit, erecting honest image, improving management level, standardizing purchasing channels, rectifying market order, maintaining management enthusiasm and building quality service are put forward.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.89;F274

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