烟草公司营销策略优化研究.doc

题目：烟草公司营销策略优化研究 摘 要 2001年12月中国正式加入世界贸易组织(WTO)后，承诺的条件是降低进口卷烟关税，并允许市场上有更多的外资竞争。加之人们健康意识的增强和社会反吸烟运动的日益高涨，这对长期以来一直受政府政策保护的烟草行业来说既是良好的发展机遇，更是严峻的挑战。 烟草公司组建成立于1981年3月，长期以来主要采取集中营销模式，尽管取得了良好的销售业绩，但公司尚未真正建立起一套与市场经济相适应的营销策略。为此，公司要在新时期激烈的市场经营中持续发展，必须转变陈旧的卷烟市场营销观念，不断学习借鉴国外先进烟草行业的营销管理理论和经验，树立全新的卷烟市场营销理念。 本论文主要采用文献研究法、实地调研法、PEST和SWOT分析方法等，并结合烟草公司目前市场营销模式和实际状况，研究在这种特殊环境背景下，如何采取有效的措施，加快符合市场经济的卷烟营销渠道建设，加大卷烟市场的控制力，不断提高卷烟市场竞争力。通过运用、借鉴一些先进的营销理论及营销管理理念，对改进构建烟草公司由“计划为中心”向“顾客为中心”的市场营销理念及设计与实施合理性、科学性的营销策略组合具有一定的指导意义，同时在市级烟草公司具有一定的可借鉴价值和推广价值。 【关 键 词】：烟草公司 营销策略 方案优化 【研究类型】：应用基础 Title: Study on tobacco companies marketing strategy optimization in Yan’an Abstract China has had officially joined in the WTO In December of 2001,the terms of the undertaking is to reduce tariffs on imported cigarettes, and allow more foreign competition in the market. Combined with peoples health awareness and social growing anti-smoking campaign, the tobacco industry has long been protected by government policies, both good opportunities for development, but also serious challenges. Yan’an tobacco company was founded in March 1981 set up, for a long time mainly focus their marketing model, although has obtained the good sales performance, but has not yet set up a marketing strategy adapted to market economy. Therefore, the company should be in intense market management in sustainable development in the new period, changing industry old cigarette marketing idea, constantly to learn from foreign advanced marketing management theory and experience of industry, setting new cigarette marketing concept。 This paper mainly adopts Spot investigation method，literature research, PEST and SWOT analysis method, and combined with Yan’an tobacco companies marketing model and the actual situation at present, under the background of research in this particular environment, how to take effective measures to speed up in line with the market economy construction of cigarette marketing channel, enhance control of cigarette market,