分析烟草公司的企业营销战略.doc

分析烟草公司的企业营销战略 Cigarette Marketing Strategy Research on Tobacco Industrial Corporation 摘要 21世纪以来，世界烟草市场和我国的烟草市场都发生了巨大的变化。随着 中国卷烟工业企业、卷烟品牌整合速度的加快，对处于国家专卖管理休制下积极 参与市场竞争的卷烟工业企业来说，认识市场，捕捉机会，有效地制定并实施营 销策略是非常重要的。 本文以我国烟草行业为背景，以山东中烟工业公司为对象，运用营销理论和 方法，对山东中烟的营销策略进行了研究。 首先从山东中烟的营销现状及内外部环境入手，从品牌发展规划、营销组织 架构、竞争对手、营销模式、营销理念、产品创新等方面指出了山东中烟具有的 优势与劣势，面临的机会与威胁。 接下来在分析总结山东中烟营销现状的基础上，为山东中烟的卷烟营销提出 了策略规划，既加强品牌营销，加强工商协同营销，加强零售终端营销。 最后为保证以上营销策略的顺利实施，又提出三点实施建议，即加强营销系 统人才队伍建设、打造金牌营销团队，按客户订单组织供货策略，卷烟运输物流 保障策略。 相信以上卷烟营销策略的实施，一定会为山东中烟的卷烟营销工作谱写新的 篇章。 关键词:卷烟营销营销策略 Abstract 21，the world tobacco market and Chinas tobacco market has changed dramatically. As Chinas industrial enterprises cigarettes, cigarette brands toaccelerate the pace of integration. the management system of monopoly in the countryunder an active part in market competition cigarettes industrial enterprises, marketawareness, to capture opportunities to develop and implement effective marketingstrategy is very important. In this paper, against the backdrop of Chinas tobacco industry, I have beenstudied in Cigarette Marketing Strategy Research on China Tobacco ShandongIndustrial Corporation with marketing theory and methods. First of all, from China Tobacco Shandong industrial Corporation marketing andthe status quo in the external environment to start from the development of brandplanning, marketing, organizational structure, competition, marketing models,marketing, product innovation in areas such as，I pointed out that China TobaccoShandong industrial Corporation has the advantages and disadvantages, faced with theopportunity to And threats. Next in the analysis of the sum in China Tobacco Shandong industrial Corporation marketing on the basis of the status quo ,I pointed out themarketingstrategy planning, both to strengthen the brand marketing, to strengthenthe industrialand marketing synergies and strengthening retail sales terminals of China Tobacco Shandong industrial Co