【摘要】：我國(guó)煙草行業(yè)采取的是專營(yíng)專賣(mài)的政策,卷煙生產(chǎn)企業(yè)按照市場(chǎng)需求情況來(lái)確定我國(guó)的卷煙生產(chǎn)總額,商業(yè)類企業(yè)成為統(tǒng)一銷(xiāo)售卷煙的分銷(xiāo)機(jī)構(gòu)。我國(guó)卷煙的加工、原材料的采購(gòu)、卷煙銷(xiāo)售物流和零售等每個(gè)環(huán)節(jié)都形成了有嚴(yán)格管理的專營(yíng)體系。作為煙草商業(yè)企業(yè),在煙草專賣(mài)法的保護(hù)下,目前在整個(gè)產(chǎn)業(yè)鏈中處于主導(dǎo)地位。卷煙零售終端是營(yíng)銷(xiāo)渠道的最末端環(huán)節(jié),直接面對(duì)所有的卷煙消費(fèi)者,零售終端的表現(xiàn)是否良好決定著整體營(yíng)銷(xiāo)的成敗。加強(qiáng)零售終端研究建設(shè),認(rèn)真分析零售經(jīng)營(yíng)業(yè)務(wù)發(fā)展變化,注重對(duì)零售客戶的經(jīng)營(yíng)指導(dǎo),保證零售客戶的合理利益,促進(jìn)零售客戶經(jīng)營(yíng)業(yè)務(wù)穩(wěn)定和銷(xiāo)售水平提升,這些都是建立新型客我關(guān)系從而提高卷煙營(yíng)銷(xiāo)水平的重要舉措。本文在回顧既有客戶價(jià)值評(píng)估理論、零售終端理論、營(yíng)銷(xiāo)渠道終端管理理論的基礎(chǔ)上,對(duì)長(zhǎng)沙縣煙草公司零售終端的外部環(huán)境進(jìn)行分析,包括宏觀PEST分析、行業(yè)分析,得出外部環(huán)境的影響。然后,對(duì)長(zhǎng)沙縣煙草的內(nèi)部環(huán)境進(jìn)行分析,具體包括市場(chǎng)概況、零售終端建設(shè)現(xiàn)狀、長(zhǎng)沙縣卷煙市場(chǎng)消費(fèi)者行為調(diào)查分析、長(zhǎng)沙縣零售終端建設(shè)存在的問(wèn)題等,并以調(diào)查問(wèn)卷的實(shí)際數(shù)據(jù)進(jìn)行佐證。調(diào)查問(wèn)卷的結(jié)論揭示了當(dāng)前長(zhǎng)沙縣煙草公司在零售終端管理和服務(wù)工作中存在的弊端。最后,對(duì)長(zhǎng)沙縣煙草零售終端提出營(yíng)銷(xiāo)改進(jìn)策略,主要包括煙草企業(yè)客戶價(jià)值評(píng)價(jià)指標(biāo)體系設(shè)計(jì),再根據(jù)客戶價(jià)值評(píng)估體系對(duì)現(xiàn)有客戶進(jìn)行市場(chǎng)細(xì)分,然后提出基于持續(xù)發(fā)展的金字塔形卷煙零售終端布局,最后提出零售終端形象塑造策略、零售終端服務(wù)策略、零售終端價(jià)格管理策略等。本文根據(jù)煙草行業(yè)未來(lái)的整體發(fā)展方向,結(jié)合現(xiàn)代化零售終端的服務(wù)要求,提出相關(guān)的改進(jìn)策略和措施。提出的策略對(duì)于加快建設(shè)符合市場(chǎng)經(jīng)濟(jì)的卷煙零售終端具有較強(qiáng)的時(shí)效性和針對(duì)性,能夠幫助煙草流通企業(yè)加強(qiáng)市場(chǎng)控制能力,提高市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:The tobacco industry of our country adopts the policy of monopoly. Cigarette manufacturers determine the total amount of cigarette production in China according to the market demand, and commercial enterprises become the distribution organization of unified cigarette sales. In China, cigarette processing, raw material procurement, cigarette sales logistics and retail have formed a strictly managed monopoly system. As a tobacco commercial enterprise, under the protection of tobacco monopoly law, it is in a dominant position in the whole industrial chain at present. Cigarette retail terminal is the terminal link of marketing channel, directly facing all cigarette consumers, whether the performance of retail terminal is good or not determines the success or failure of the overall marketing. Strengthen the research and construction of retail terminals, seriously analyze the development and changes of retail business, pay attention to the business guidance to retail customers, ensure the reasonable interests of retail customers, and promote the stability of retail customers' business and the improvement of sales level. These are important measures to establish a new customer-to-self relationship to improve the level of cigarette marketing. On the basis of reviewing the existing customer value evaluation theory, retail terminal theory and marketing channel terminal management theory, this paper analyzes the external environment of the retail terminal of Changsha Tobacco Company, including macro PEST analysis and industry analysis. The influence of the external environment is obtained. Then, the internal environment of tobacco in Changsha County is analyzed, including the general situation of the market, the current situation of retail terminal construction, the investigation and analysis of consumer behavior in Changsha cigarette market, the problems existing in the construction of retail terminal in Changsha County, and so on. And supported by the actual data of the questionnaire. The conclusion of the questionnaire reveals the disadvantages of Changsha tobacco company in retail terminal management and service. Finally, the marketing improvement strategy of tobacco retail terminal in Changsha County is put forward, including the design of customer value evaluation index system of tobacco enterprises, and then the market segmentation of existing customers according to the customer value evaluation system. Then the layout of pyramid cigarette retail terminal based on sustainable development is put forward. Finally, the retail terminal image shaping strategy, retail terminal service strategy, retail terminal price management strategy and so on are put forward. According to the overall development direction of tobacco industry in the future, combined with the service requirements of modern retail terminals, this paper puts forward relevant improvement strategies and measures. The proposed strategy has a strong timeliness and pertinence for speeding up the construction of cigarette retail terminals in line with the market economy, and can help tobacco circulation enterprises to strengthen market control ability and improve market competitiveness.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F721;F274

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