【作者】 李强；

【导师】 周玲； 姚弘毅；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2020， 硕士

【摘要】 近年来,国内烟草市场的竞争方式从“增量共享”过渡到“存量竞争”,在“存量竞争”时代,营销能力成为卷烟品牌竞争的核心竞争力,而卷烟品牌营销能力最终表现在单个规格的营销能力上。按照烟草行业高质量发展的要求,未来卷烟品牌的研发和培育都将围绕一类烟展开,这将导致一类烟成为未来竞争的焦点。深圳烟草作为国内规模较小的工业企业,现阶段乃至未来很长一段时间面临着提升品牌竞争力,提高一类烟份额,保持企业长期稳定发展的难题。本研究运用SWOT等理论分析深圳烟草晶彩好日子的现实案例,对晶彩好日子营销中存在的问题进行深入分析,提出了具体的营销策略和保障措施,主要分四章进行探讨:首先分析了研究的背景和意义,综述了国内外相关课题的研究情况。第二章以晶彩好日子为研究对象,运用PEST分析和SWOT分析揭示了其面临的环境。第三章根据相关问题的分析,建议在精准定位的基础上,形成以强化产品特征、充分运用市场价格调节状态、建立工商零面向消费者体系、围绕共同目标开展推广活动为核心的营销策略。第四章从营销策略的实施分解、执行控制和持续优化三个维度提升了策略的实施的科学性,并从组织架构、营销资源、团队实力、客户关系四个方面探讨了保障措施。最后文章对全文进行了总结,并指出研究的不足和等待改善之处。本文为深圳烟草工业公司后续产品营销管理体系的建立和营销策略的制定提供借鉴,为企业决策提供依据。更多还原

【Abstract】 In recent years,the mode of competition in the domestic tobacco market has shifted from "incremental sharing" to "stock competition".In the era of "stock competition",the marketing ability has become the core competitiveness of cigarette brand competition,and the marketing ability of cigarette brand finally manifests itself in the marketing ability of a single specification.In accordance with the requirements of high-quality development of tobacco industry,the research and development and cultivation of cigarette brands in the future will focus on the first class of cigarettes,which will lead to the focus of competition in the future.As a small industrial enterprise in China,Shenzhen Tobacco is now and even in the future facing the problems of enhancing brand competitiveness,increasing the share of the first class of cigarettes and maintaining long-term stable development of the enterprise.This study uses SWOT theory to analyze the real case of Shenzhen Jingcai Good Day tobacco,conducts in-depth analysis of the problems existing in the marketing of Jingcai Good Day tobacco,puts forward specific marketing strategies and safeguard measures,which are mainly discussed in four chapters :Firstly,the background and significance of the research are analyzed,and the research status of relevant subjects at home and abroad is summarized.The second chapt er takes the Jingcai Good day as the research object and uses PEST analysis and SWOT analysis to reveal the environment it faces.The third chapter,based on the analysis of relevant issues,suggests that,on the basis of precise positioning,a marketing s trategy with the core of strengthening product features,making full use of market price regulation,establishing an industry-zero consumer-oriented system,and carrying out promotion activities around common goals should be formed.The fourth chapter make s the implementation of marketing strategy more scientific from the three dimensions of implementation decomposition,executive control and continuous optimization,and discusses the guarantee measures from four aspects of organizational structure,marketing resources,team strength and customer relationship.In the end,the paper summarizes the whole paper and points out the shortcomings of the research and the areas to be improved.This paper provides reference for the establishment of the follow-up product marketing management system of Shenzhen Tobacco Industry Company and the formulation of marketing strategy,and provides a basis for enterprise decision-making.更多还原