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中国加入WTO后,国内烟草行业面临全方位的冲击和竞争。虽然我国卷烟销售实现了从精准营销探索到“135”营销工作法推广应用的有益探索,逐步从传统商业走向现代流通,但是通过对目前国内烟草行业结构形式的仔细观察,发现在卷烟市场营销过程中遗留了诸多弊端问题,涉及和现代经济社会发展协调的健全化营销体系尚未建成。文章重新定位了国内烟草行业的市场角色特征,制定了实施卷烟营销市场化取向改革战略,为“卷烟上水平”的发展要求提供了理论支撑。
After China’s accession to the WTO, the domestic tobacco industry is facing a full range of impact and competition. Although the sales of cigarettes in China have realized the beneficial exploration from the marketing of precision marketing to the popularization and application of the “135 ” marketing work law and gradually moving from the traditional business to the modern circulation, through careful observation of the current structure of the tobacco industry in China, it is found that in the cigarette market Marketing process left many problems, related to modern economic and social development coordinated sound marketing system has not yet been completed. The paper repositions the market role characteristics of the domestic tobacco industry, formulates the strategy of reforming the market orientation of cigarette marketing, and provides theoretical support for the development requirements of “cigarette level”.