【摘要】 根据我国烟草行业工商分设的现状和工商双方在营销功能上的基本分工,从"卷烟营销价值链上的工商定位"、"卷烟营销市场化进程中的工商定位"、"两个角度工商定位的关系"3个方面阐述了工商企业"准确定位"的基本框架,并在基本框架下,从战略对接和战术对接两个层面描述了工商双方有机对接的重要节点和相关思考,以期为工商协同营销的进一步深化提供理论参考。更多还原

【Abstract】 Basic framework of "accurate orientation" of producers and distributors was clearly defined from three aspects according to the status quo and marketing division of producers and distributors in China’s tobacco industry,i.e.orientation as producers and distributors on cigarette marketing value chain,orientation as producers and distributors on market process of cigarette marketing,relationship position of producers and distributors based on two sides.Baesd on this basic framework,important points and thinking were described about the docking of producers and distributors from strategic and tactical respects,which was expected to provide a theoretical reference for further research in "cooperation between producers and distributors in tobacco industry".更多还原