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2011年,国家烟草专卖局在《关于深入推进卷烟品牌精准营销工作的意见》中指出:精准营销应按照“精准定位、有机对接、突出品牌、全面提升”的营销总体要求和“精确信息、精准投放、精细管理”的营销工作要求展开,最终提高知名品牌市场竞争能力,推动市场营销上水平。本文通过对精准营销的内涵及关键点的分析,结合浏阳烟草精准营销实践,为县级烟草分公司同仁开展精准营销提供参考。
In 2011, the State Tobacco Monopoly Bureau pointed out in its Opinion on Further Promoting Precise Marketing of Cigarette Brands that precision marketing should follow the overall marketing requirements of “precise positioning, organic docking, brand highlighting and overall promotion” and “precise Information, precise delivery, fine management ”marketing efforts to expand, and ultimately enhance the competitiveness of well-known brand market, promote the level of marketing. Through the analysis of the connotation and key points of precision marketing, combined with the precise marketing practice of Liuyang Tobacco, this article provides a reference for the accurate marketing of county tobacco branch colleagues.