河南卷烟营销战略分析

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1、AbstractAsoneofthebiggesttaxpayersandmonopolyadministrationsinChina,thedevelopmentofHenanTobaccohasalwaysbeenbackward．Meanwhile．alongwinlthegovemment，slimitationtOthetobaccoindustryandtheentrytotheWTOorganization,HenanTobaccowillfacewitllthegreatpressureonthecompetitionandsurvival

2、．Inpremiseoftheanalysisonsuperiorityandinferiorposition，HenanTobaccoshouldintegrateitsresourceandformaseriesofreasonableandefficientstrategytOadapttothenewmarket．Thethesisfirstanalyzesthecigarettemarketing’Ssituationbotlldomesticandforeign,thencombineswithHenancigarettegroup’Spres

3、entmarketingenvironment(includingthenlaeroenvironment，Thedevelopmentpatternofcompetition,HenancigaretteproductsandtheconsunlermarofHenancigarette)，concludesthesuperiorityandinferiorpositionofHenancigarette，finally，designsaseriesofstrategy,includingproduction,brand，price，promotionm

4、ethodandetc．Thethesisanalyzesboththeoreticalresearchandthemarketsurvey,bothmacroscopicenvironmentanalysisandmicroscopicresearchofHenancigarette，triestodiscovertheproblernsfromtheoryanalysisandindustryanalysis，thensummarizesrelatedregularityandmethods，andatlastfindsastrategytopromo

5、teHenancigarette．Amongtheinnovationsshownintwoways：First,byusingalargeamountofdatashows,theuseofempiricalanalysisoftheexpressionofHenancigarettemarketingstatus，FromthetheoreticalandpracticalstudyofHenancigarettemarketingofissuesandsortouttheproblemswiththemainleason．Twoviewpointso

6、finnovation．Notcompletelyinaccordancewiththemarketingofconventionaltheoreticalanalysis，Itisfromthisspecialcigaretteproductmarketcharacteristics，suitableforthedevelopmentofHenancigarettemarketingstrategies．Keywords：Tobaccoindustry；Marketing；Marketingstrategy独创性声明本人声明所呈交的论文是我个人在导师指导

7、下进行的研究工作及取得的研究成果。尽我所知，除文中特别加以标注的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得湖南农业大学或其它教育机构的学位或证书而使用过的材料。研究生签名：乃付％时间：≯刁年I调I>日关于论文使用授权的说明本人完全了解湖南农业大学有关保留、使用学位论文的规定，即：学校有权保留送交论文的复印件和磁盘，允许论文被查阅或借阅，可以影印、缩印或扫描等复制手段保存、汇编学位论文。同意湖南农业大学可以用不同方式在不同媒体上发表、传播学位论文的全部或部分内容。(保密的学位论文在解密后应遵守此协议)研究生签名：0百磐导师签名：f【

8、第一章前言1研究目的和意义营销对于烟草企业来讲起步较晚，一度烟草企