【作者】 杨琪；

【导师】 贺爱忠； 任俭良；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2023， 硕士

【摘要】 零售终端是营销渠道的下游支柱,也是卷烟营销网络体系的最关键一环。受经济形势影响,我国烟草事业正面临多方面的冲击:一是卷烟经营已处高位运行;二是卷烟异常流动现象屡见不鲜;三是卷烟运行模式与经济社会发展适应性欠佳;四是零售客户发展情况不够合理。优化零售终端营销、建设适应新时代新形势下卷烟市场需求的现代卷烟零售终端营销模式是破解困境的关键途径。本文基于零售营销组合理论,从多角度对新化县烟草分公司零售终端的营销现状进行分析。并通过问卷调查,结合理论基础,剖析该零售终端营销方案的不足以及成因。同时结合实地调查的方法,对存在的问题进行深入分析,提出优化方案及实施保障措施,以实现烟草企业的可持续发展。本文发现零售终端中存在门店选址未考虑不周,产品结构不合理,商家恶意提高价格,布局设计忽视陈列,服务人员普遍服务意识不足等问题。背后成因是市场调控、品牌发展、人才支撑、创新驱动不足等问题。因此需要在优化店面选址的基础上,优化产品结构、零售客户定价和促销能力提升设计、零售终端店面与布局设计和店面零售服务。对新化县烟草分公司零售终端现状、问题与策略优化研究不仅能为新化县烟草分公司提高客户粘性与拓展品牌空间提供指导,也能为其他县级烟草公司发展自身业务提供可借鉴方案。更多还原

【Abstract】 Optimizing retail terminal marketing is crucial to the success of China’s tobacco business,as the retail terminal serves as the downstream pillar of the marketing channel and is the most critical link in the cigarette marketing network system.However,this sector is facing several challenges due to the current economic situation,including operating at a high level,abnormal cigarette flows,an outdated business model that is not well-suited to economic and social development,and unreasonable development of retail customers.In order to overcome these obstacles and adapt to the market demand for cigarettes in the new era,it is crucial to build a modern cigarette retail terminal marketing model.This paper analyzes the current marketing situation of the retail terminal of Xinhua County Tobacco Branch from multiple perspectives based on the retail marketing mix theory.Through a questionnaire survey combined with the theoretical basis,it also analyzes the shortcomings and causes of the retail terminal marketing program.The paper then proposes optimization solutions and implementation safeguards to achieve sustainable development of tobacco enterprises using an in-depth analysis of the existing problems combined with the field survey method.The study finds that there are problems in retail terminals related to poorly thought-out shop locations,unreasonable product structures,neglected displays in layout design,a general lack of service awareness among service staff,and malicious price increases by merchants.These problems are caused by factors such as market regulation,brand development,talent support,and insufficient innovation drive.Therefore,in addition to optimizing shop location,it is necessary to optimize product structure,retail customer pricing and promotion capacity enhancement design,retail terminal shop,and layout design and shop retail service.The research on the current situation,problems,and strategy optimization of the retail terminal of Xinhua County Tobacco Branch can not only provide guidance for Xinhua County Tobacco Branch to improve customer stickiness and expand brand space,but also provide reference solutions for other county-level tobacco companies to develop their own business.更多还原