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烟草行业营销策略研究_市场营销论文范文

发布时间:2015-01-12 来源:人大经济论坛
市场营销论文范文 目 录 摘 要I AbstractII 第1章 绪论1 1.1 课题研究的背景1 1.2 课题研究的意义1 1.3 课题研究的思路2 第2章 烟草行业营销策略的特殊性3 2.1 烟草产品特点3 2.2 烟草商品消费者购买动机3 2.3 烟草消费者购买行为的特殊性5 2.4 烟草行业营销策略的特殊性7 第3章 烟草行业营销策略的理论基础8 3.1 产品策略8 3.2 价格策略8 3.3 分销策略8 3.4 促销策略9 3.5 品牌与包装策略9 3.6 其他策略9 第4章 我国烟草行业现有的营销策略11 4.1 产品策略(product)11 4.2 价格策略(price)11 4.3 渠道策略(place)11 4.4 促销策略(promotion)12 第5章 提高我国烟草行业营销水平的措施13 5.1 调整产品结构,开发拳头产品13 5.2 选择合适的销售渠道,提高经济效益13 5.3 提高工艺水平,减少卷烟的有害成分13 5.4 加强自我保护意识,打击假冒活动14 5.5 构建集团企业,提高整体作战能力14 5.6 分析和细化客户需求14 5.7 增强服务意识15 参 考 文 献16 致 谢17 摘 要 由于烟草及其制品是特殊消费品,各国政府对烟草行业的管理都较其他行业更为严格,中国和不少国家对烟草行业还实行“寓禁于征”的专卖制度。经济发展的市场取向和国际化将迫使中国烟草行业直面激烈的市场竞争,对烟草行业现行的垄断体制提出了严厉的挑战。中国烟草行业作为国民经济的重要支柱产业,为国家经济建设作出了巨大的贡献。随着中国加入WTO和《世界烟草控制框架公约》,中国烟草管理体制市场化进程的加快,国内烟草企业面临着来自国际烟草巨头的竞争压力。为应对烟草市场未来的市场化趋势和外烟的强大竞争,中国烟草企业必须从战略的高度来思考企业的营销策略。通过营销策略来掌控烟草市场,提升企业的市场竞争力,对企业未来的生存和发展具有重要的意义。 基于烟草专卖管理体制和工商分离的特殊行业背景,论文首先对烟草市场的现状进行了介绍,对烟草行业及其制品的特殊性进行分析,在此基础上,分析了中国烟草企业的营销策略,发现其中存在的问题,并针对存在的一系列问题,提出了日后营销策略措施的建议。 本文运用消费者心理与行为和营销战略的相关理论,系统研究了中国烟草企业营销战略的制定、实施、控制和评价过程,对于中国烟草企业提升企业的市场竞争力、掌控零售客户和烟草市场具有一定的实际价值。 关键词:烟草;营销策略;管理;4Ps; Abstract Because tobacco and its ware are special consumer goods,all governments are stricter with tobacco industry than all other industry in management,China and a few nations are still executing the tobacco monopolization system. The inevitable trend of market and internationalization in economy development will force the Chinese tobacco industry facing cutthroat market competition, that is to put forward the scathing challenge to the current tobacco monopolization system. Chinese tobacco industry is the national economy mainstay. It have contributed to much to Chinese economy. With China joined WTO and FCTC(Framework convention on tobacco control),the marketing process of Chinese tobacco management system was quickened. The domestic tobacco enterprises were forced to face the strong competition from international tobacco firm. It was taken on the duty of tobacco monopolization and developing market. In order to adapt the marketing process and the competition,Chinese tobacco firms must constitute the marketing strategy so that it can control the tobacco market and upgrade its competitive ability. It was very important to survival and development of Chinese tobacco. Basing on the special background of tobacco monopolization, first, author analyzed the tobacco marketing, forecasted the sales trend in the future, investigated the tobacco tradesmen and the tobacco customers. In the bases,then author designed the marketing strategy of Chinese tobacco firms,confirmed the marketing strategy target,.Either brought forward the marketing mix about how to reality strategy target in base of Chinese tobacco’s management actuality. At last,author brought forward the control step of marketing strategy execute and the method about how to eva luate the effect. Author studied the process systematically about how to institute or execute or control or eva luate the marketing strategy using theories of customer mentality and behavior and marketing strategy in the thesis. There would be some practical value for Chinese tobacco firms to upgrade the competitive ability and to control the tradesmen and the tobacco market. Keywords: Tobacco; Marketing Strategy; Management; 4Ps;
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