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英美烟公司是近代垄断中国烟草市场多年的外资企业。在中国市场经营近半个世纪的过程中,其产品占中国卷烟市场销售总额的五成以上。本文试图通过对英美烟公司建立原料基地,实现“公司+基地+农民”的生产模式和销售组织与销售手段的多样化两方面的分析,试图为我国企业提供可借鉴的经验。
British American Tobacco is a monopoly of the Chinese tobacco market for many years of foreign-funded enterprises. In the course of nearly half a century of operation in the Chinese market, its products account for over 50% of the total sales in China’s cigarette market. This article tries to provide reference for Chinese enterprises by analyzing the production mode of “American + Base + Peasants” and the diversification of sales organizations and sales methods.