[精准营销以及其在烟草行业的应用1.docVIP

郑州大学西亚斯国际学院 本科毕业论文（设计） 题 目 精准营销以及其在烟草行业的应用 指导教师 周官志 职称__ 讲师___ 学生姓名 张海洋 学号 20081216235 专 业 市场营销 班级 2 院 （系） 商学院 完成时间 2012年4月16日 精准营销以及其在烟草行业的应用 摘 要 随着时代的发展,大众营销的模式已经不再奏效了,大众营销模式将被精准营销所颠覆。在营销传播手段日渐多元化、广告投放成本日渐高涨的现代社会,企业必须要有更精准并可衡量的营销沟通,并借此来提高资本回报率。而客户的个性化需求也使得分析企业与消费者之间进行信息沟通对消费者需求的满足越来越重要，现代营销理论认为，“精准营销”是在精准定位的基础上，依托现代信息手段建立个性化的沟通服务体系，实现现代企业可度量的低成本扩张之路。本论文通过新型营销模式——精准营销来探讨其在烟草行业的运用,提出了针对每个阶段的精准营销策略,旨在对企业实施营销有较好的实践价值。 关键词：精准营销；烟草行业；策略 Precision marketing and its application in tobacco industry Abstract With the development of the times, mass marketing pattern already no longer worked, mass marketing mode will be the subversion of precision marketing. In the increasingly diversified means of marketing communication, advertising costs rising in modern society, the enterprises must have more precise and measurable marketing communication, and to increase the rate of return on capital. While the customer life cycle theory emphasizes the value of customer periodically, to the enterprise customer stage management are of guiding significance. This allows the analysis of information communication between enterprises and consumers of the consumer demand to meet the more and more important, the modern marketing theory thinks, precision marketing is in the precise basis, relying on modern information means to establish personalized communication service system, the realization of a modern enterprise measurable low-cost expansion path. This article through the new marketing mode -- precision marketing to discuss its application in tobacco industry, proposed in view of each stage of the precision marketing strategy, designed to carry out to the enterprise marketing has good practical value. Key words: precision marketing , tobacco industry , strategy 目 录 摘 要 I Abstract II 1绪论 1 1.1研究背景和动机 1 1.2研究问题及研究意义 1 1.2.1研究问题 1 1.2.2研究意义 1 1.3研究方法和流程 1 2 精准营销研究和发展 2 2.1精准营销