芜湖卷烟厂营销战略研究

【作者】 胡家木；

【导师】 张忠林；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 随着我国加入WTO和烟草市场竞争的加剧，营销战略对企业的生存和发展显得越来越重要。本文在分析世界烟草、中国烟草发展现状与趋势以及芜湖卷烟厂的外部环境和内部条件，总结芜湖卷烟厂的竞争优势和劣势以及面临的机会和威胁的基础上，利用营销学的有关理论，结合笔者在销售一线多年的工作实践，明确提出企业方针和实施营销战略的思路。为芜湖卷烟厂提升企业综合实力和市场竞争力以及可持续发展战略提供了一系列可操作性的战略决策。更多还原

【Abstract】 With china becoming a member of WTO and the aggravation of the market competition for tobacco makers, marketing strategies become more and more important to enterprise’s existence and development. This paper combines author’s sales practice for many years with relevant theory of marketing, puts forward definitely the mission declarations of enterprise and the thought of implementing the marketing strategy on the basis of analyzing the current situation and the trend of development of world tobacco and china tobacco and the external environment and inside conditions of WuHu Cigarette Factory. It offers a series of strategic policies of effectiveness for WuHu Cigarette Factory on promoting enterprise’s comprehensive strength and market competitiveness and sustainable development strategies.更多还原