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2008年国家局要求地市级烟草商业企业构建面向客户和消费者的营销体系,因为卷烟需求根源在于消费者的需求,而地市级烟草商业企业的性质决定了企业不可能直接面对消费者、掌控消费者的需求,所有的消费需求都来自于零售户的反馈。因此,地市级烟草商业企业共同面临的难题之一在于如何挤出零售户的订单水分,真实地了解消费者的需求。这就需要企业从客户着手,用动态、系统的观点对卷烟销售市场进行细分,从而为企业识别并掌握市场需求打下坚实的基础。
In 2008, the State Bureau required municipal tobacco commercial enterprises to set up a marketing system for customers and consumers because the demand for cigarettes is rooted in the demand of consumers, and the nature of prefecture-level tobacco commercial enterprises determines that the enterprises can not directly face the consumers , Control the needs of consumers, all the consumer demand comes from feedback from retail customers. Therefore, one of the common challenges faced by municipal commercial tobacco companies lies in how to squeeze the retail orders of consumers and truly understand the needs of consumers. This requires enterprises to start from the customer, with a dynamic and systematic view of the cigarette sales market segmentation, so as to identify and grasp the market demand for enterprises to lay a solid foundation.