随着烟草市场竞争的日益残酷,营销手段、活动方式日趋多样化,其效果评判难以形成统一标准,难以为营销活动持续改进提供决策依据。本文旨在通过深入系统分析影响卷烟营销活动效果的各种要素,设计一套科学、系统、全面、合理的卷烟营销活动效果评价指标体系,为开展针对性策划、合理配置资源、实施精准营销,将定性指标定量化,适应消费者需求,提供更为具体、详尽的营销决策新途径、新思路。 With the increasingly brutal competition in the tobacco market, marketing tools and activities have become increasingly diversified. It is difficult to form a unified standard for their effectiveness evaluation and it is difficult to provide a basis for decision-making on the continuous improvement of marketing activities. This paper aims to design a set of scientific, systematic, comprehensive and reasonable evaluation index system for the effect of cigarette marketing through in-depth and systematic analysis of various factors that affect the effectiveness of cigarette marketing activities. In order to carry out targeted planning, allocate resources rationally, implement accurate marketing, The quantitative qualitative indicators to meet consumer demand, to provide more specific and detailed marketing decision-making new ways and new ideas.