“红塔山”卷烟九江市场目标市场营销战略研究

【作者】 何俊伟；

【导师】 顾幼瑾；

【作者基本信息】 昆明理工大学 ， 工商管理， 2008， 硕士

【摘要】 随着中国卷烟市场竞争的加剧和卷烟企业资产重组的深入进行,中国卷烟工业企业之间,已经呈现“大对大、强对强、快对快”的竞争格局。地市级烟草公司成了卷烟经营的主体,任何卷烟工业企业要想在竞争中取胜,就必须认真研究中国的地市级卷烟市场,并且针对不同地市级卷烟市场的特点,开展目标市场营销(STP),从而提高市场的营销效率,降低营销成本,增强竞争力。本文以“红塔山”在九江市场的目标市场营销(STP)为主要研究内容,通过分析中国卷烟市场发展趋势以及九江卷烟市场的环境,结合“红塔山”九江市场的销售现状,在对“红塔山”在九江市场销售进行SWOT分析的基础上,对九江卷烟市场进行了市场细分和目标市场选择,并对“红塔山”在九江的目标市场进行了市场定位,最后提出了一套可供卷烟企业营销人员借鉴的营销思路和方法。更多还原

【Abstract】 Along with the aggravation of cigarette market competition in China and the deepening of cigarette enterprise assets reorganization, a competition pattern known as "giant to giant, strong to strong and quick to quick" among cigarette enterprises has developed over the years. As a result, tobacco companies at prefecture and municipality level have become the mainstay of cigarette marketing and management. To win the market in competition, any tobacco enterprise needs to take efforts to study the tobacco markets at the prefecture and municipality levels and to employ STP (Segmenting, Targeting, Positioning) marketing strategy based on the different cigarette market characteristics at prefecture levels, thus raising the market efficiency, reducing the marketing cost and enhancing competition capacity for the tobacco enterprises.This paper takes STP marketing strategy of "Hongtashan" Cigarette market in Jiujiang, Jiangxi Province in China as the main research content. Through analyzing the development tendency of China’s cigarette market as well as cigarette market environment in Jiujiang, with references to the present situation of sales of "Hongtashan" Cigarette in Jiujiang market and in, the foundation of SWOT (strength、weakness、opportunity、threat) analysis about "Hongtashan" Cigarette in Jiujiang market, the present research delves into the segmentating and screening of target cigarette market in Jiujiang. At the same time, it carries out the positioning of target market for "Hongtashan" Cigarette in Jiujiang. In the end, the paper proposes a set of useful marketing strategies and methods for cigarette enterprise marketing personnel.更多还原