煙草行業營銷策略研究

市場營銷論文編號:YX095 論文字數:14324,頁數:21 附開題報告，外文翻譯

目    錄
摘    要 I
Abstract II
第1章 緒論 1
1.1 課題研究的背景 1
1.2 課題研究的意義 1
1.3 課題研究的思路 2
第2章 煙草行業營銷策略的特殊性 3
2.1 煙草產品特點 3
2.2 煙草商品消費者購買動機 3
2.3 煙草消費者購買行為的特殊性 5
2.4 煙草行業營銷策略的特殊性 7
第3章 煙草行業營銷策略的理論基礎 8
3.1 產品策略 8
3.2 價格策略 8
3.3 分銷策略 8
3.4 促銷策略 9
3.5 品牌與包裝策略 9
3.6 其他策略 9
第4章 我國煙草行業現有的營銷策略 11
4.1 產品策略(product) 11
4.2 價格策略(price) 11
4.3 渠道策略(place) 11
4.4 促銷策略(promotion) 12
第5章 提高我國煙草行業營銷水平的措施 13
5.1 調整產品結構，開發拳頭產品 13
5.2 選擇合適的銷售渠道，提高經濟效益 13
5.3 提高工藝水平，減少卷煙的有害成分 13
5.4 加強自我保護意識，打擊假冒活動 14
5.5 構建集團企業，提高整體作戰能力 14
5.6 分析和細化客戶需求 14
5.7 增強服務意識 15
參 考 文 獻 16
致    謝 17

摘    要
 由于煙草及其制品是特殊消費品，各國政府對煙草行業的管理都較其他行業更為嚴格，中國和不少國家對煙草行業還實行“寓禁于征”的專賣制度。經濟發展的市場取向和國際化將迫使中國煙草行業直面激烈的市場競爭，對煙草行業現行的壟斷體制提出了嚴厲的挑戰。中國煙草行業作為國民經濟的重要支柱產業，為國家經濟建設作出了巨大的貢獻。隨著中國加入WTO和《世界煙草控制框架公約》，中國煙草管理體制市場化進程的加快，國內煙草企業面臨著來自國際煙草巨頭的競爭壓力。為應對煙草市場未來的市場化趨勢和外煙的強大競爭，中國煙草企業必須從戰略的高度來思考企業的營銷策略。通過營銷策略來掌控煙草市場，提升企業的市場競爭力，對企業未來的生存和發展具有重要的意義。
 基于煙草專賣管理體制和工商分離的特殊行業背景，論文首先對煙草市場的現狀進行了介紹，對煙草行業及其制品的特殊性進行分析，在此基礎上，分析了中國煙草企業的營銷策略，發現其中存在的問題，并針對存在的一系列問題，提出了日后營銷策略措施的建議。
 本文運用消費者心理與行為和營銷戰略的相關理論，系統研究了中國煙草企業營銷戰略的制定、實施、控制和評價過程，對于中國煙草企業提升企業的市場競爭力、掌控零售客戶和煙草市場具有一定的實際價值。

關鍵詞:煙草；營銷策略；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;