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1、分析烟草公司的企业营销战略CigaretteMarketingStrategyResearchonTobaccoIndustrialCorporation摘要21世纪以来，世界烟草市场和我国的烟草市场都发生了巨大的变化。随着中国卷烟工业企业、卷烟品牌整合速度的加快，对处于国家专卖管理休制下积极参与市场竞争的卷烟工业企业来说，认识市场，捕捉机会，有效地制定并实施营销策略是非常重要的。本文以我国烟草行业为背景，以山东中烟工业公司为对象，运用营销理论和方法，对山东中烟的营销策略进行了研究。首先从山东中烟的营销现状及内外部环境入手，从品牌发展规划、营销组织架构、竞
2、争对手、营销模式、营销理念、产品创新等方面指出了山东中烟具有的优势与劣势，面临的机会与威胁。接下来在分析总结山东中烟营销现状的基础上，为山东中烟的卷烟营销提出了策略规划，既加强品牌营销，加强工商协同营销，加强零售终端营销。最后为保证以上营销策略的顺利实施，又提出三点实施建议，即加强营销系统人才队伍建设、打造金牌营销团队，按客户订单组织供货策略，卷烟运输物流保障策略。相信以上卷烟营销策略的实施，一定会为山东中烟的卷烟营销工作谱写新的篇章。关键词:卷烟营销营销策略Abstract21，theworldtobaccomarketandChina'stobacco
3、markethaschangeddramatically.AsChina'sindustrialenterprisescigarettes,cigarettebrandstoacceleratethepaceofintegration.themanagementsystemofmonopolyinthecountryunderanactivepartinmarketcompetitioncigarettesindustrialenterprises,marketawareness,tocaptureopportunitiestodevelopandimpl
4、ementeffectivemarketingstrategyisveryimportant.Inthispaper,againstthebackdropofChina'stobaccoindustry,IhavebeenstudiedinCigaretteMarketingStrategyResearchonChinaTobaccoShandongIndustrialCorporationwithmarketingtheoryandmethods.Firstofall,fromChinaTobaccoShandongindustrialCorporati
5、onmarketingandthestatusquointheexternalenvironmenttostartfromthedevelopmentofbrandplanning,marketing,organizationalstructure,competition,marketingmodels,marketing,productinnovationinareassuchas，IpointedoutthatChinaTobaccoShandongindustrialCorporationhastheadvantagesanddisadvantage
6、s,facedwiththeopportunitytoAndthreats.NextintheanalysisofthesuminChinaTobaccoShandongindustrialCorporationmarketingonthebasisofthestatusquo,Ipointedoutthemarketingstrategyplanning,bothtostrengthenthebrandmarketing,tostrengthentheindustrialandmarketingsynergiesandstrengtheningretai
7、lsalesterminalsofChinaTobaccoShandongindustrialCorporation.Finally,inordertoensureMarketingStrategytobesuccessfulIpointedoutthreemeasuresthattheyarecreatemarketingteamgoldmedal,accordingtotheOrganizationofcustomerorders,supplierstrategyandcigarettetransportlogisticssecuritystrateg
8、y.BelievethattheStrategyofcigaret
