衡阳市烟草公司营销战略研究

【作者】 杨翔；

【导师】 喻凯；

【作者基本信息】 中南大学 ， 工商管理， 2008， 硕士

【摘要】 面对全球经济一体化的挑战,我国烟草行业将不得不站在一个全新的、平等的、公开的国际竞争平台上,直面实力强大的对手,参与国际国内市场的角逐。在管理实践中,正确的企业战略是取得成功的根本前提,尤其是烟草企业的市场营销战略的研究,已经成了摆在所有烟草人面前亟待解决的大问题,它关乎到烟草企业的前途和命运,所以,烟草企业市场营销战略研究具有重要的现实意义。论文首先阐述了企业营销战略的相关理论,并分析了衡阳市烟草公司的经营现状以及营销管理存在的问题,接着着重分析了烟草行业的外部环境、公司的内部资源及其对衡阳市烟草公司产生的影响。然后,通过对衡阳市烟草公司SWOT分析,确定了企业营销战略目标和周期,制定了营销战略,指明了差异化营销战略方向,其中主要阐述了差异化营销策略,指出了各种差异化的具体做法,以及在企业实施差异化营销战略时,应该注意的问题。差异化营销战略针对解决问题主要选择了差异化品牌建设策略。实施差异化品牌策略侧重于品牌服务,人员形象,公益活动,具有一定实践操作性。最后,通过营销战略的实施与控制,保障战略目标的顺利实现。本文的研究为衡阳市烟草公司未来市场营销工作指明了发展方向和目标,就是要树立差异化营销战略的观念,侧重于从差异化品牌策略来解决公司发展过程中存在的主要问题,只有这样,才能从根本上提高公司的营销管理水平,最终突破瓶颈,迈向更高的发展台阶。更多还原

【Abstract】 Facing the challenge of global economic integration, china’s tobacco industry will have to stand at a freshly new, equal and open platform of international competitions, directly facing the strong competitors, taking part in the domestic and international market competitions. In the practical management practices, correct enterprise strategies are the fundamental premises of getting successes. As in tobacco industry, the marketing strategy studying has already become a big problem that is very urgent to be solved, which related to the future of the industry. Therefore, the marketing strategy study of tobacco industry has very realistic meanings.This article first discusses about the relevant theories of enterprise’s marketing strategies, and analysis the current management situation of HenyYang Tobacco Company with its existing problems of marketing management. And then it has detailed analysis of the influences of both the external environment and the internal resources on HengYang Tobacco Company. Next, through the SWOT analysis of the company, it makes the strategic goals, cycles, and the strategies; it describes different marketing strategies and the concrete methods of difference-oriented competition. It also clearly explains the problems involved in the using of difference strategy. The difference-oriented competition mainly chooses the difference-oriented brand building strategy, which emphasizes the brand service, personnel image, and public-spirited activity, therefore it has practical operations. At last, through marketing strategy’s implementation and control, the target could be successfully realized.The analysis of this article provides the development directions and goals for HenyYang Tobacco Company future marketing management: establish difference-oriented marketing strategy concept, and solve the exiting development problems of the company from the difference-oriented brand strategy, only in this way, the company’s marketing management standard could fundamentally improved, the "bottlenecks" of development could be broken through and the company could step forward.更多还原