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当前烟草商业公司仍是坚持专卖制度的垄断经营企业,在特殊体制运行模式下,烟草行业在产品品质、货源组织、终端建设等方面取得了一定的成绩与发展。随着国家改革的快速推进,行业进入改革深水期,市场化取向改革对当前卷烟营销提出了更高的要求。本文从卷烟营销供求关系、市场价格、品牌培育和需求预测视角出发,分析卷烟营销存在的短板与问题,结合槟榔行业营销策略分析和专营店案例成功经验提出卷烟营销策略优化建议,对优化卷烟营销策略、提升服务效率有一定的参考意义。
At present, the tobacco commercial companies are still the monopoly enterprises that adhere to the monopoly system. Under the special institutional operation mode, the tobacco industry has made some achievements and developments in product quality, supply organization and terminal construction. With the rapid progress of national reform, the industry has entered a deep-water reform period, and the market-oriented reform has put higher demands on the current cigarette marketing. This paper analyzes the shortcomings and problems of cigarette marketing from the perspective of the relationship between supply and demand of cigarette marketing, market price, brand cultivation and demand forecasting. Combining with the marketing strategy analysis of betel nut industry and the successful experience of the franchise store case, the article proposes the optimization proposal of cigarette marketing strategy, Marketing strategy, improve service efficiency, there is a certain reference value.