我国烟草企业的营销创新——三维营销结构模型的探索和实践.pdf

摘 要 由于烟草及其制品是特殊消费品，各国政府对烟草行业的管理 都较其他行业的管理更为严格，中国和不少国家对烟草行业还实行 “寓禁于征”的专卖制度。我国经济发展的市场取向和国际化将迫使 烟草行业直面激烈的市场竞争，也必然给烟草企业的营销提出了新 的挑战。 本文在开题报告文献综述的基础上，通过对传统营销观念和现 代营销理论的比较研究，基于品牌、服务营销和供应链管理等理论 概念，探索并构造了以品牌文化、服务理念和供应链管理为核心要 素的烟草企业三维营销结构模型。该结构模型展示了烟草企业营销 创新的三维要素，即品牌文化、服务理念和供应链管理平台，三维 要素之间的关系及其有机融合的营销创新机制。论文以常德卷烟厂 营销创新为例，对三维营销结构模型进行了检验，其经验为在网络 经济条件下我国烟草企业的营销创新提供了新思路。 关键词：烟草企业；三维营销模型；品牌文化；服务理念；供 应链管理 Abstract Because the tobacco and its the product are the special consumable, the various countries government manage more stricter than other professions, China and many countries also implement the house to the tobacco profession to endure in drafts specialize in selling system. Our country economy development market orientation and the internationalization will force the tobacco profession to face directly the intense market competition, also gave the tobacco enterprise marketing to propose the new challenge inevitably. This article compare traditional marketing idea to modern marketing theory research foundation, based on theory concept and brand, service marketing and supply chain management, exploration and structure take brand culture, service idea and supply chain management as core essential factor tobacco enterprise three dimensional marketing structural model. This structural model had demonstrated the tobacco enterprise marketing innovation three dimensional essential factor, namely the brand culture, the service idea and the supply chain manage the platform, between three dimensional essential factor relations and its organic fusion marketing innovation mechanism. The paper take the Changde tobacco enterprise marketing innovation as an example, has carried on the examination to the three dimensional ma