芜湖卷烟厂营销执行力研究

【作者】 徐前仓；

【导师】 钱敏；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 执行力问题正受到越来越多企业和组织的关注，本文通过对执行力理论的阐述，初步提出了有关执行力分析的TOC理论、执行一策略循环模型、三要素组合模型以及台阶模型；并采用以模型结合案例的方式从策略流程、运作流程、人员流程和决策程序四个方面分析了芜湖卷烟厂营销中心的执行力现状以及存在的问题和原因；最后尝试应用执行力理论对都宝品牌运作进行研究和探索，进而在企业定位、中式混合型卷烟运作、工商企业合作、营销创新、财务监控、队伍建设以及与第三方公司合作等方面提出了自己的观点。更多还原

【Abstract】 The business and industry leader is paying the growing attention on its organizational execution ability due to fact that the gab between the plan and the reality always exists. This paper is about execution model and its usage.To build the new execution model, we use TOC ( Theory of Constrain)to study the dynamics of execution process,and explain the interaction between the process of strategy and the process of execution. We also discuss three execution elements and their relationship, and analysis the reason why the goal of each division might be changed as the organization level differs.We use that model to evaluate the execution ability of Commercial Center of Wuhu Plant, some finding from four levels are made in this paper, ie. strategy level, operation level, HR level and decision-making level.The entrance of WTO made China tobacco industry in a great crisis. Derby, the blend brand Wuhu plant owned, is regarded as the few national tobacco brands that can combat with international brands and earn reasonable blend tobacco market share for Chinese tobacco industries. At the last part of this paper, we apply this model to the Derby brand building and some recommendations are put forward:1. Position: Wuhu plant be positioned as the pioneer bases for blend tobacco research and develop center in China2. Partnership: New relationship Wuhu plant need to be built with commercial companies.3. Procedure: re-organize the business procedure to increase our responds to market and enhance our financial controls.4. Personnel: key person be focused on core business by outsourcing and using local staff and their expertise.更多还原