浅析新常态下卷烟营销面临的主要矛盾和问题思考

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• 论文作者：芦洋
• 年：2016
• 作者机构：黑龙江省烟草公司牡丹江市公司客服部;
• 论文关键词：新常态 ; 卷烟销售 ; 卷烟结构 ; 市场取向化改革
• 英文论文关键词：new normal ; cigarette sales ; cigarette structure ; market-oriented reform orientation
• 会议召开时间：2016-12-01
• 会议录名称：中国烟草学会2016年度优秀论文汇编——卷烟流通主题
• 语种：中文
• 分类号：F721;F274
• 学会代码：ZGYG
• 学会名称：中国烟草学会
• 页数：5
• 文件大小：1702k
• 原文格式：D

摘要

中国烟草行业经过多年来的改革发展,初步构建了大市场、大企业、大品牌的发展格局,创造了"三大辉煌",卷烟销量、结构和利税均保持了高速增长,为行业在新常态下持续发展打下了坚实基础。但在随着近年来烟草行业"四大难题"的出现,卷烟营销工作也面临着许多矛盾,本文以全国烟草行业大形势为背景,分析近年来烟草行业出现的问题及原因,并以牡丹江市烟草公司为例,结合牡丹江地区卷烟销售的特点,对卷烟销售面临的人口外流、社会库存大、卷烟结构不合理、如何适应市场化取向改革、如何在国家出台控烟政策、消费者健康意识提高到前提下保证销量等问题做详细的阐述及分析,总结出经济新常态下适合牡丹江烟草发展的新思路、新方法。
China tobacco industry after years of reform and development, the initial construction of the development pattern of big market, big business, big brands, to create a "three glorious" cigarette sales, construction and profits have maintained a rapid growth in the industry under the new normal sustainable development laid a solid foundation. But in recent years, with the tobacco industry, "four great question" the emergence of cigarette marketing is also facing many contradictions, paper national tobacco industry bigger picture as the background, the tobacco industry in recent years, the analysis of the problems and the reasons, and Mudanjiang City tobacco companies, for example, combining the characteristics of cigarette sales in Mudanjiang area, the population outflow of cigarette sales faced big social stock, the irrational structure of the cigarette, how to adapt to market-oriented reforms, how the introduction of tobacco control policies in the country, to raise awareness of the health of consumers under the premise of ensuring sales and other issues detailed elaboration and analysis, summed up the new ideas, new methods for the new economic normal Mudanjiang tobacco development.

引文

[1]2016年凌成兴全国烟草工作会议报告
    [2]王志富.关于当前卷烟销售的几个问题