湖南卷烟工业市场营销策略研究

【作者】 周涛；

【导师】 韩庆兰；

【作者基本信息】 中南大学 ， 工商管理， 2008， 硕士

【摘要】 烟草行业是一个特殊的行业。一方面,由于其产品对人体健康的影响,世界各国都对它采取控制措施;另一方面,它所带来的高利润、高税收,又使得政府对它难于割舍。其间的奥妙使得烟草营销的发展也处于一个特殊的环境中。中国加入世界贸易组织后,保护期尾声临近,烟草行业将在未来的几年内面临全面开放市场,进入国内市场国际化的全面竞争局面。中国烟草已经走过单靠扩大规模、提高价格、调整结构来增加效益的阶段,正迈入一个竞争的新时期。市场营销策略是烟草企业面临的重要决策之一。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峻的挑战。目前看来,我国烟草的销售与跨国公司相比存在较大差距。随着市场竞争的日益加剧,面对国外烟草的进入以及我国加入《烟草控制框架公约》的新局面,如何在法律法规许可的范围内进行营销渠道运作,成为摆在所有烟草企业面前的一个严峻的课题。基于以上问题,作者结合自己多年营销工作的经验,对烟草营销特殊的生存环境和竞争现状进行了分析,并提出了发展烟草市场营销的策略。本文共分为六个部分。第一部分为绪论,对论文的选题意义、研究思路及方法做了系统地阐述;第二部分介绍市场营销的基本理论和方法;第三部分对湖南卷烟工业市场营销管理的现状进行分析,并借鉴优秀卷烟企业的经验,分析了公司卷烟营销管理存在的问题;第四部分提出了湖南卷烟工业市场营销的创新策略;第五部分针对公司市场营销策略创新过程中遇到的关键问题进行研究;第六章归纳总结本文的研究工作。更多还原

【Abstract】 The tobacco industry is a special profession. On the one hand, countries all over the world adopt measures to control it due to its harm to human health; On the other hand, it brings high profit and high tax which makes the government hard to give it up. Due to these reasons, the development of tobacco marketing is in a specific environment. The protection deadline is approaching after China’s accession to the World Trade Organization. With the overall opening of Chinese tobacco industry in the next few years, Chinese tobacco marketing will face international competition. Chinese tobacco industry has gone through the stage that increasing benefit merely through scale expansion, improving quality and structural adjustment. Now it is entering into a new era of competition.One of the most important decisions to tobacco enterprises is marketing management decision. 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. With Market-oriented economic development and internationalization, Chinese tobacco industry will be forced to face the fierce market competition and bring severe challenge to current monopoly system of tobacco industry.Compared to multinational corporations, Chinese tobacco sale is much smaller at present. With the increasing market competition, the entry of foreign tobacco and China’s entering into the "Framework Convention on Tobacco Control", a new situation that how to operate marketing channels in the permitted area of laws and regulations is ahead all tobacco enterprises.Based on the above issues, the author analyses the special living environment and current competition situation of tobacco marketing management combined with his marketing experience for many years. The strategies for tobacco marketing management development are proposed.The thesis is organized into six sections. A brief description of topic meaning, research thoughts and methods are introduced in section one. Basic theories and methods of marketing management are introduced in section two. In section three, the marketing management status quo of Hunan Cigarettes Industry is analyzed. By using excellent tobacco enterprises’ experience for reference, the existing marketing management problems of Hunan Cigarettes Industry are analytic. The innovation strategies of Hunan tobacco industry are discussed in section four. In section five, it analyses the key issues in the proceeding of innovation. A conclusion is given in the final section.更多还原