目录
1 绪 论1
1.1 研究背景与意义..2
1.2 研究内容和方法..3
2 市场营销理论概述..3
2.1 市场营销定义及观念3
2.2 烟草行业营销策略研究综述5
3 鸡泽烟草营销环境分析7
3.1 鸡泽烟草简介7
3.2 鸡泽烟草宏观环境分析..7
3.3 烟草行业环境分析..11
4 鸡泽烟草营销现状分析13
4.1 鸡泽烟草发展历史概况13
4.2 鸡泽烟草经营现状..13
4.3 鸡泽县卷烟市场调查.14
4.4 鸡泽烟草营销管理存在的主要问题.17
5 鸡泽烟草市场营销策略的制定.19
5.1 鸡泽烟草市场营销策略目标.19
5.2 鸡泽烟草STP策略.20
5.3 渠道策略23
5.4 促销策略25
5.5 服务策略25
6 鸡泽烟草营销策略实施保障..28
6.1 加强人才队伍建设，组建高素质营销队伍..28
6.2 加强营销组织管理..29
结束语..31
参考文献.32
致谢33
Research on marketing strategy of Jize County tobacco monopoly bureau
Abstract
Chinese tobacco industry is in these backgrounds:The formation of buyer's mar-
et,the increasing internationalization of the home market.To response the fieretce market competition,the government carried out the policy of disconnection between the manufacturers and the commerce in the domestic tobaccoindustry to raise the competitive capacity of them.
This article is intended to Jize Tobacco Company marketing system for the status of the study,reviewed the international marketing strategies.this article is focused on the new means of the cigarette industry marketing,the analysis of Jize Tobacco Company facing macro environment Through this research,the paper concluded.In order to better cope with the future of more intense competitive environment,the flow of commerce across the country tobaccocompanies occupy a favorable position,the focus should be from the depth of the industry distribution,the establishment of consumer-oriented product strategy,in order to facilitate the strategy based on three channels. Respect to the implementation of the company's marketing strategy for the implementation of specific reform measures to strengthen the company's marketing ability. Keywords：Strategy;Consumer;Marketing 摘 要
中国烟草行业正处于买方市场全面形成，国内市场日益国际化的大背景之中。为了应对日益激烈的市场竞争，政府引导国内烟草行业进行了“工商分离”等改革，以提高烟草商业和生产企业的自身竞争能力。
本文以鸡泽烟草专卖局(以下简称鸡泽烟草)营销系统现状为研究对象，在回顾了国内外营销策略研究状况的基础上，重点介绍了卷烟行业的新型营销策略，分析鸡泽烟草面临的宏观环境和行业环境。通过对鸡泽烟草营销的介绍，寻找目前公司在营销能力和营销策略中存在的问题。通过上述研究，本论文得出如下结论：为了更好应对未来更为激烈的竞争环境中，应重点从行业内深度分析、建立消费者导向的促销、服务策略、以便利为基础的渠道策略三个方面来实施公司的营销策略，改革具体的实施措施，强化企业的营销能力。
关键词：策略；消费者；营销
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