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1、兰州大学硕士学位论文张掖烟草公司营销渠道改进对策研究姓名：王海林申请学位级别：硕士专业：工商管理•营销管理导教师：贾明琪20090401ABSTRACTAfterChinajoinedWorldTradeOrganization，Chineseeconomyandinternationaleconomyareintegratedwithdaybyday.Everylarge-scalemultinationalcorporationhasacceleratedtheinfiltrationPacesintoChinesemarket,totheface
2、ofthefiercerandfiercerinternationalcompetition,,andunderthenewmarketenvironment,asanindustrymonopolizedbycountry,cigaretteindustryhasgottenunprecedenteddevelopment.Asoneofthebiggesttaxpaymentandmonopolizationcompanyinthearea，thecigarettemarketingchannelofzhangyeofTobaccoCompanyi
3、salwayshavingitstaidandsystemmethod.ButwiththeentrytotheWTO,cigarettefromothercountriescameintozhangye'scigarettemarket.Thecompanyisfacingfiercerinterandinternationalcompetitioninthearea.Atthesametime,factorswhichcanaffectthedesignofcigarettemarketing.channelaremorecomplex，Itfor
4、cesthecompanytofindthestrengthsandweaknessofformalcigarettemarketingchannel,andthenmakethechannelmoreintegrated’formareasonablestrategyofthechanneltoadaptthemarketeconomyinourcountry.ThethesisbeginswithmarketingchanneltheoryfrombothChinaandothercountries,basesonthepresentsituati
5、onofcigarettemarketinourcounty,livesonthesurveyreportofcigaretteconsuminginZhangye,integratedwiththepresentcigarettemarketingchanneloftheZhangyesubsidiaryintobaccocompany.Thewriteranalyzesthetheoryofconstructingthemarketingchannel，thetypesofchannelandthestagesofchannel.Aspectsth
6、eproblemthatcan'tadaptthepresentcigarettemarketarefoundout,andthewaytoimprovecigarettemarketingchannelissystematicallyformed.Intheprocessofimprovingthecigarettemarketingchannel,certaingoalandcriteriashouldbefollowed,factorsaffectthedesignofchannelshouldbeassured,andthemainideasi
7、ncludedinthechannelshouldbeillustrated.Then,theauthorcomparedthenewchannelandtheformalchannel.Andtheselectandmanagetotheretailer,whichisanimportantpartinthechannel,isemphasized.Intheendofthethesis,somesuggestiontotheoperationofnewcigarettemarketingchannelfromdifferentaspectsisgi
8、ven.KeyWords：Tobacco;Marketing;ChannelChangeofT
