發(fā)布時(shí)間：2018-04-01 07:13

  本文選題：泰安煙草　切入點(diǎn)：魯產(chǎn)卷煙　出處：《山東農(nóng)業(yè)大學(xué)》2015年碩士論文

【摘要】：作為世界上最大的煙草產(chǎn)銷國(guó),中國(guó)煙草行業(yè)產(chǎn)銷量占到了全球產(chǎn)銷量的近三成,地位之重要由此可見(jiàn)一斑。在中國(guó),煙草行業(yè)也是國(guó)民經(jīng)濟(jì)的重要支柱產(chǎn)業(yè),為國(guó)家財(cái)政收入和國(guó)民經(jīng)濟(jì)發(fā)展做出了重要貢獻(xiàn)。2003年前的中國(guó)煙草行業(yè)可謂群雄逐鹿,各大卷煙品牌在原產(chǎn)地優(yōu)勢(shì)都很大,但在省外市場(chǎng)卻也都一籌莫展,卷煙品牌的知名度僅限于本省,并不具備很大的競(jìng)爭(zhēng)力,面對(duì)控?zé)熀袈暼諠u提高的現(xiàn)狀和中國(guó)進(jìn)入世貿(mào)組織后世界煙草巨頭的競(jìng)爭(zhēng)壓力,中國(guó)的煙草行業(yè)必須要改革。2003年起國(guó)家煙草專賣(mài)局著力推行卷煙品牌整合和工商企業(yè)業(yè)務(wù)分離,著力構(gòu)建“大市場(chǎng),大企業(yè),大品牌”的煙草行業(yè)新格局。目光回到省內(nèi)和泰安市場(chǎng),山東省作為我國(guó)的一個(gè)經(jīng)濟(jì)和煙草大省,卷煙銷量和利稅均列全國(guó)前列,但是在2003年以來(lái)的煙草行業(yè)大變革中,“泰山”品牌卻一直未能躋身先進(jìn)行列。究其原因,山東煙草發(fā)展態(tài)勢(shì)與全國(guó)的情況如出一轍,卷煙品牌多是市級(jí)甚至縣級(jí)市場(chǎng)內(nèi)的暢銷品牌,不具備任何產(chǎn)地外的競(jìng)爭(zhēng)優(yōu)勢(shì)。泰安市是世界知名的旅游城市,流動(dòng)人口較大,隨著旅游市場(chǎng)的開(kāi)發(fā),近年來(lái)的旅游人口呈逐年上升趨勢(shì),對(duì)卷煙的銷售是一個(gè)巨大的推動(dòng)力,特別是“泰山”品牌借助泰山的號(hào)召力,理應(yīng)有非常良好的銷售前景,但是目前“泰山”品牌在泰安市的銷售情況并沒(méi)有達(dá)到預(yù)期。如何整合優(yōu)勢(shì)資源,提升“泰山”品牌卷煙在泰安市場(chǎng)的競(jìng)爭(zhēng)力,是一個(gè)需要仔細(xì)研究的當(dāng)務(wù)之急,也是推動(dòng)“泰山”品牌銷量提升的關(guān)鍵問(wèn)題之一。為更好的解決“泰山”品牌卷煙在泰安市場(chǎng)的發(fā)展問(wèn)題,構(gòu)建真正切實(shí)有效的營(yíng)銷策略,本文首先以品牌營(yíng)銷相關(guān)理論為切入點(diǎn),詳細(xì)分析了我國(guó)煙草行業(yè)所處的宏觀環(huán)境和泰安煙草卷煙品牌營(yíng)銷所處微觀環(huán)境。針對(duì)宏觀環(huán)境文中運(yùn)用PEST分析法分析我國(guó)煙草行業(yè)所處環(huán)境;針對(duì)泰安煙草市場(chǎng)所處微觀環(huán)境,緊緊抓住市場(chǎng)營(yíng)銷的核心:消費(fèi)者,同時(shí)結(jié)合泰安市場(chǎng)實(shí)際,有針對(duì)性的開(kāi)展消費(fèi)市場(chǎng)調(diào)研和泰山景區(qū)市場(chǎng)調(diào)研,進(jìn)一步明確泰安市卷煙總體市場(chǎng)和重點(diǎn)市場(chǎng)概況。結(jié)合對(duì)宏觀、微觀的概括分析,繼而從零售終端資源管理、景區(qū)市場(chǎng)開(kāi)發(fā)、婚慶市場(chǎng)引導(dǎo)等角度,對(duì)“泰山”品牌卷煙的營(yíng)銷策略進(jìn)行了再建。新的營(yíng)銷策略對(duì)銷量目標(biāo)進(jìn)行了量化,使“泰山”品牌的營(yíng)銷工作目標(biāo)更為明確,策略以更為精準(zhǔn)的消費(fèi)者需求為切入點(diǎn),緊緊抓住卷煙零售終端這一重要節(jié)點(diǎn),通過(guò)對(duì)零售終端的調(diào)查、評(píng)價(jià)重新對(duì)其進(jìn)行分類,以此來(lái)向零售客戶提供更為準(zhǔn)確的幫扶和支持,同時(shí)針對(duì)泰山景區(qū)等重點(diǎn)市場(chǎng),制訂了更有針對(duì)性的營(yíng)銷策略,確保重點(diǎn)市場(chǎng)的突破,引領(lǐng)整體卷煙銷售的提升,最后,為確保以上策略能夠順利實(shí)施,起到實(shí)際效果,還構(gòu)建了《泰安煙草績(jī)效考核管理辦法》和《“泰山”品牌培育專項(xiàng)考核管理辦法》,兩項(xiàng)制度的推行必然會(huì)使廣大煙草營(yíng)銷人員工作思路更為清晰、工作方向更為明確,為營(yíng)銷目標(biāo)的實(shí)現(xiàn)起到保駕護(hù)航的作用。
[Abstract]:As the world's largest tobacco production country, China tobacco industry production and sales accounted for nearly 30% of global production and sales of the important status in the Chinese. This remarkable, the tobacco industry is an important pillar industry of the national economy, national fiscal revenue and the development of the national economy has made important contributions to.2003 years ago, the tobacco industry is China the cigarette brand in the feudal lords vying for the throne, origin are of great advantage, but in the domestic market but also have no cigarette brand awareness is limited to the province, do not have very competitive, facing the competition pressure of the world tobacco giant voice control status rising and China into WTO, Chinese tobacco industry must reform.2003 since the State Tobacco Monopoly Bureau to carry out cigarette brand integration and business operations, efforts to build a "big market, big companies, big brands" The new pattern of the tobacco industry. Back to the province and Tai'an, Shandong Province as the country's economy and a big province of tobacco, cigarette sales and profits are among the forefront of the country, but in 2003 since the tobacco industry transformation, "Taishan" brand has been unable to advanced ranks. The reason, development trend Shandong tobacco and the national situation is exactly the same, even cigarette brands are most in the county-level market selling brand, do not have any place outside the competition. Tai'an city is the world famous tourist city, the floating population is large, with the development of the tourism market in recent years, the tourism population increased year by year, the sales of cigarettes is a huge driving force, especially the "Taishan" brand by Taishan's appeal, should have very good sales prospects, but the current "Taishan" brand in Tai'an City Sales Did not meet expectations. How to integrate the advantages of resources, enhance the "Taishan" brand of cigarettes in the Tai'an market competitiveness, is a pressing matter of the moment a need to carefully study, but also to promote the "one of the key problems of Taishan" brand sales promotion. In order to solve problems in the development of "Taishan" brand cigarette market in Tai'an, to build a truly effective the marketing strategy, based on the relevant theories of brand marketing as the breakthrough point, analyzes the macro environment of China's tobacco industry and the Tai'an tobacco cigarette brand marketing and the micro environment. Aiming at the macro environment with PEST analysis of China's tobacco industry environment in Tai'an; the micro environment of the tobacco market, firmly grasp the core of marketing: consumers, combined with the actual Tai'an market, the consumer market research and market research to carry out the Taishan scenic area of, To further clarify the situation of Tai'an cigarette general market and key market. Based on the analysis of macro, micro summary, and then from the retail terminal resource management, market development area, the wedding market guide angle of "Taishan" brand cigarette marketing strategy was built. The new marketing strategy has carried on the quantification to the sales target, make "Taishan" brand marketing strategy is more clearly, with more accurate consumer demand as the starting point, seize the important nodes of the cigarette retail terminal, through the investigation of the retail terminal, re evaluation of its classification, in order to retail customers to provide more accurate assistance and support, at the same time in Taishan scenic spots and other key markets, develop more targeted marketing strategy, to ensure that the focus of the market breakthrough, leading the whole cigarette sales promotion, finally, to ensure that the strategy can shun The implementation, to the actual effect, also constructs the performance appraisal management of Tai'an tobacco > > and < "Taishan" brand cultivation measures on the administration of the special assessment, two of the implementation of the system will make the work of thinking the tobacco marketing personnel is more clear, work more clear, to achieve the marketing target to escort the role of escort.

【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.8;F274

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