临沂烟草公司高端卷烟品牌精准营销流程设计与实施-工商管理专业论文.docxVIP

万方数据 万方数据 品牌培育思路，对高端卷烟品牌精准营销流程进行了设计和实施，着重解决高端 卷烟品牌营销客户分类不清、投放不精准问题，解决目前烟草公司与高端品牌卷 烟最终消费者不能有效沟通的问题。对于烟草商业企业实施高端卷烟品牌精准营 销具有一定的参考价值。 关键词：烟草公司；精准营销；流程设计 High-end Cigarette Precision Marketing Process Design and Implementation of Linyi Tabacoo Campany Abstract China is a huge cigarette consumption country. Tobacco industry, shouldering the mission of improving the national economic income, promoting the economic growth and meeting the cigarette consumer’s needs, plays a vital role as one of the backbone industry. In recent years, with the improvement of Chinese economy as well as people’s living standard, cigarette consumption has witnessed gradual changes from low and medium grade to top grade, and from local brand towards national top brand. Meanwhile, tobacco industry confronts with great pressure in the changes of marketing situations and fierce international competition. It is increasingly hard for a rapid sale’s growth and it is urgent to reform the traditional marketing system to ensure the tobacco company’s profit. Modern cigarette marketing requires a system starting with the needs of cigarette consumers and guided by market. The main points lie in accurate information collection, precision cigarette in-put and refined marketing management. Based on precision marking theory and Linyi tobacco companys management and problems, this thesis explores high-end cigarette marketing situation. To satisfy the needs of customers, by analyzing the standard supply of goods, we use the precision marketing theory and get a final plan. Literary reference, questionnaire, qualitative and quantitive evaluation, case study are applied in this study to ensure the accuracy and verification. The innovation lies in the analysis of the problems existing in high-end cigarette marketing and then delimitating and achieving precision marketing. This thesis mainly analyzes high-end cigarette marketing situations and problems , and explores how Linyi Tobacco Company promotes its high-end ciga