创新营销模式促进烟草发展——“互联网+”形势下卷烟营销信息化的探究
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- 论文作者：吕成龙
- 年：2016
- 作者机构：安徽省宿州市烟草专卖局;
- 论文关键词：烟草企业 ; 互联网+ ; 网络营销 ; 营销模式 ; O2O
- 英文论文关键词：Tobacco companies ; Internet + ; The network marketing ; Marketing mode ; O2O
- 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—— 信息化管理主题
- 语种：中文
- 分类号：F721;F270.7
- 学会代码：ZGYG
- 学会名称：中国烟草学会
- 页数：18
- 文件大小：492k
- 原文格式：D
摘要
为了应对日益激烈的烟草市场竞争,提高烟草商业企业和生产企业的竞争能力,近年来烟草公司通过推行客户经理制、电话访销、网上代扣、按订单组织货源等营销模式,在某种程度上改善了企业原来保守、僵化的营销模式,一定程度上缓解了因烟草公司与客户之间供需不平衡而造成的一系列矛盾。但经济发展的市场化和国际化迫使中国烟草行业直面激烈的市场竞争,对其现行的垄断体制提出了严厉的挑战。在"互联网+"和烟草行业信息化水平不断发展的大背景下,网络营销模式应运而生。网络营销既能满足拓展营销渠道、提高零售户满意度、提升商业企业核心竞争力的实际需要,又符合卷烟营销和互联网未来的发展方向。本文通过对宿州烟草公司概况、现状以及存在的问题进行了研究分析,科学客观的对网络营销模式进行了剖析。根据目前烟草市场的发展状况和公司营销模式的现状,笔者从网络营销特点和优势两方面提出实施网络营销的必要性,并就如何推进网络营销体系建设和创新卷烟营销模式,提出几点创新举措和建议,希望以创新卷烟营销模式促进烟草企业的健康发展。
In order to cope with the increasingly fierce market competition, improve tobacco commercial enterprise and manufacturing enterprise competition ability, in recent years, tobacco companies through the implementation of customer manager system, telephone visit to pin, withholding material, according to the order online, such as marketing model, to some extent, improved the enterprise marketing mode of original conservative, rigid, to some extent because tobacco company and customer caused a series of contradictions between supply and demand imbalance. But the marketization and internationalization of the development of the economy has forced China's tobacco industry to face the fierce market competition, monopoly on its current system put forward severe challenges. In the "Internet +" and "the tobaccoindustry informatization level that under the background of the development of network marketing model arises at the historic moment. Network marketing can meet to expand marketing channels, improving Ling ShouH u satisfaction and actual needs of the business enterprise core competitiveness, and conform to the cigarette marketing and development direction for the future of the Internet. This article through to suzhou tobacco company profile, the present situation and existing problems are analyzed, and analyzes the scientific and objective of network marketing model. According to the current development status of tobacco market and the present situation of the company marketing model, the author from two aspects of the network marketing characteristics and advantages, put forward the necessity of the implementation of network marketing, and on how to promote the network marketing system construction and innovation cigarette marketing model, put forward some innovation measures and Suggestions, hoping to cigarette marketing model innovation to promote the healthy development of tobacco industry.
In order to cope with the increasingly fierce market competition, improve tobacco commercial enterprise and manufacturing enterprise competition ability, in recent years, tobacco companies through the implementation of customer manager system, telephone visit to pin, withholding material, according to the order online, such as marketing model, to some extent, improved the enterprise marketing mode of original conservative, rigid, to some extent because tobacco company and customer caused a series of contradictions between supply and demand imbalance. But the marketization and internationalization of the development of the economy has forced China's tobacco industry to face the fierce market competition, monopoly on its current system put forward severe challenges. In the "Internet +" and "the tobaccoindustry informatization level that under the background of the development of network marketing model arises at the historic moment. Network marketing can meet to expand marketing channels, improving Ling ShouH u satisfaction and actual needs of the business enterprise core competitiveness, and conform to the cigarette marketing and development direction for the future of the Internet. This article through to suzhou tobacco company profile, the present situation and existing problems are analyzed, and analyzes the scientific and objective of network marketing model. According to the current development status of tobacco market and the present situation of the company marketing model, the author from two aspects of the network marketing characteristics and advantages, put forward the necessity of the implementation of network marketing, and on how to promote the network marketing system construction and innovation cigarette marketing model, put forward some innovation measures and Suggestions, hoping to cigarette marketing model innovation to promote the healthy development of tobacco industry.
引文
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