烟草企业发展问题研究.docVIP

本文是一篇研宄烟草企业进行整合营销的论文，主要由研宂意向理论回顾，提出假设， 研宂方法，论证，结论和建议，不足之处， 组成。本文的目的在于应用国际上流 行的整合营销理论分析和找寻中国烟草企业在加入世贸组织WTO后的有效发展战略。主 要内容是，论述我国加入WTO后烟草行业而临的挑战和反吸烟运动的影响，比较本国烟 草企业与国内外先进企业的营销实践，以我国烟草公司为例探索国内的卷烟企业应用整合 营销理论建树品牌，创造竞争优势的途径烟草业迄今还是国家财政的支柱行业之一，我国 政府对烟草实行寓禁于征的专卖制度，对该行业实行高度集中的垂直管理。我国的烟草企 业普遍规模偏小，品牌竞争能力弱，销售网络不健全。以目前的实力难以抗衡入关后跨国 烟草公司的冲击世界几大著名烟草公司都惯于在非烟草专卖制度下从事烟草类产品的生 产经营。中国加入WTO后，这些企业利用WTO的规则不断挤占国内的卷烟市场。在此 压力下，国内的烟草市场逐步放开。专卖对销售网络的保护将逐步减弱，加之目前我国卷 烟的供应仍以对人体危害较大的烤烟型卷烟为主，产品结构不符合卷烟安全化的发展方 向，所以我国的烟草企业将而临巨大的压力和挑战。 关键词：烟草企业；发展；问题 Abstract This article is a study of tobacco enterprise integrated marketing papers，mainly by the research intention theory review, hypothesis，research methods，demonstration，conclusions and recommendations, deficiencies，references. The purpose of this paper is the application of international popular conformity marketing theory analysis and search of Chinese tobacco enterprises in the accession to the WTO after the WTO effective development strategy. The main contents are discussed，after our country joins WTO the tobacco industry is facing challenges and the campaign against smoking effect comparison of domestic tobacco enterprises，with domestic and foreign advanced enterprise marketing practice，to our country tobacco company as an example to explore the domestic cigarette enterprise application integrated marketing theory to build brands, create the way of competitive advantage the tobacco industry to date or country finance one of pillar industries，our government on tobacco execute prohibitive in syndrome of monopoly system, the industry of highly-centralized vertical management. China’s tobacco enterprises small in scale，brand competition ability is weak，sales network is not perfect. The present strength contend hard after the entry of multinational tobacco companies the impact of several world famous tobacco company are accustomed to in a tobacco monopoly system in the tobacco products production and management. China joins after WTO，，these enterprises will