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论文编号：	10863
作者编号：	2220160508
上传时间：	2019/6/12 15:20:36
中文题目：	黄鹤楼卷烟品牌北京市场营销组合与策略优化研究
英文题目：	Research on Optimization of Beijing Marketing Mix And Marketing Strategy of Yellow Crane Tower Cigarette Brand
指导老师：	赵伟
中文关键字：	市场营销；黄鹤楼卷烟品牌；营销组合；营销策略
英文关键字：	Marketing；Yellow Crane Tower Cigarette Brand；Marketing Strategy
中文摘要：	烟草行业是国民经济的重要组成部分，为社会发展、国家财税收入做出了重要贡献。近年来，烟草行业市场化的深入发展，加剧了烟草行业内部激烈的市场竞争形势。严峻的市场内外部形势，对行业内卷烟品牌的市场营销策略也提出了新的发展要求。 北京市场销售的黄鹤楼卷烟品牌规格虽然较多，但真正形成主导规格和市场可持续发展的品规不多，目前仅黄鹤楼软蓝为全市有市场竞争力的产品，其它规格一般为潜力产品和辅助产品。要想打破这种发展制约，必须进一步优化卷烟营销策略。目前在营销过程中存在品牌规格多而杂、品牌培育力度不足、部分紧俏品牌卷烟零售价格不一致、部分零售客户扰乱市场价格、零售渠道管理与营销能力不高、借助互联网渠道开展营销活动的能力有待提升以及促销模式僵化单一等问题。为有效改善上述问题，黄鹤楼卷烟品牌应当以“六个高度重视”为思想指引，以四大原则为导向，灵活运用产品策略、价格策略、渠道策略、促销策略及服务策略来优化自身的市场营销策略。 黄鹤楼卷烟品牌要通过建立品牌评价指标体系及进出机制、建立以市场为导向的品牌培育机制，来完善品牌培育流程，有效整合、培育品牌；要从提升产品结构、改善创新产品、优化产品资源、合理设置产品组合宽度等方面进一步优化产品结构；做好明码标价的宣传及监督工作、发挥卷烟零户自律及相关政府部门监管等作用来进一步优化价格策略；合理调整卷烟网点布局、开展多元化网络营销、建设卷烟营销终端网络、制定合理的渠道投放策略、建设品牌直营店和旗舰店及规范零售渠道经营行为；应当注重新媒体营销、建设企业官方网站、充分利用口碑营销、丰富消费体验并加强对零售户宣传促销。此外，黄鹤楼卷烟品牌也需完善售前、售中及售后服务。
英文摘要：	The tobacco industry is an important part of the national economy. In recent years, the internal and external environment of the development of the tobacco industry has changed significantly, and the development mode of the speed regulation model has encountered a bottleneck. Highlighted in the "four problems" and "three pressure" under the serious situation of superposition, total taxes and profits since 2014 more than 1 trillion yuan and maintain this level, for four consecutive years since 2015 to finance the total more than $1 trillion and three years in a row to maintain this level, the tobacco industry has made an important contribution to the national economic and social development, especially to the increase of national financial revenues. The internationalization and marketization development of tobacco industry have increased the competition pressure of companies at all levels in the industry, which has put forward new requirements for the marketing of companies at all levels of the industry. Although there are many specifications for Yellow Crane Tower sold in the Beijing market, there are not many regulations that truly form the leading specifications and sustainable development of the market. At present, only Yellow Crane Tower soft blue is a market competitive product in the city. Other specifications are generally potential products and auxiliary products. If we want to break this kind of development restriction, we must further optimize the cigarette marketing strategy. At present, in the marketing process, there are many brand specifications, insufficient brand cultivation, some tight brand cigarette retail prices are inconsistent, some retail customers Disrupt market prices, retail channel management and marketing capabilities are not high, and the ability to use Internet channels to carry out marketing activities. Issues such as the need for promotion and rigid promotion patterns. In order to effectively improve the above problems, yellow crane tower cigarette brand should be guided by "six highly valued" and guided by four principles, flexibly using product strategy, price strategy, channel strategy, promotion strategy and service strategy to optimize its own marketing strategy. Yellow Crane Tower cigarette brand should establish brand evaluation index system and entry and exit mechanism, and establish market-oriented brand cultivation mechanism to perfect brand cultivation process, effectively integrate and cultivate brand; We should further optimize the product structure in terms of upgrading the product structure, improving innovative products, optimizing product resources, and reasonably setting the width of product combinations. The publicity and supervision of the marked price, the self-regulation of the zero families of cigarettes and the supervision of the relevant government departments are used to further optimize the price strategy; Rationally adjust the distribution of cigarette outlets, carry out diversified network marketing, build a network of cigarette marketing terminals, formulate reasonable channel delivery strategies, build brand direct stores and flagship stores, and standardize retail channel operations; Attention should be paid to re-media marketing, the construction of the company's official website, making full use of word-of-mouth marketing, enriching the consumer experience, and strengthening the promotion and promotion of retail households. In addition, the Yellow Crane Tower cigarette brand also needs to improve pre-sales, sales and after-sales services. It is hoped that the conclusions of this paper can provide reference for domestic enterprises and other enterprises, and can provide valuable reference for tobacco enterprises in the region and even the whole country.
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