吉林烟草工业有限责任公司营销模式研究
摘要
长久以来我国烟草行业实行卷烟国家专卖制度,卷烟专卖专营,产品计划生产,渠道非常单一,价格是计划的,促销是受限制的,营销的四要素都不能正常发挥。如果说卷烟市场有营销的话,顶多只是粗放式的营销。随着中国加入WTO,国内烟草面临的形势越来越严峻。
1.问题的提出:中国烟草行业目前的营销模式无法适应今后的形势需要
众所周知,WTO所有规则的前提,几乎都是将企业作为经济贸易主体而不受行政干预。虽然在加入世贸的谈判协议中,我国一直坚持保留国家烟草专卖制度。但随着关税不断下降,国外卷烟的价格优势将会更加明显,而随着国外卷烟的大量涌入,面对需求总量基本不变的中国市场,国内卷烟原有的市场份额将会被大大蚕食,因此目前烟草专卖全包全揽的管理方式无疑要变。
中国烟草行业自从工商分开后,卷烟工业企业主要是负责卷烟生产;而商业企业主要是负责卷烟销售和市场管理。因此卷烟工业企业的观念好似古老的生产观念,只负责生产,营销交给卷烟商业企业去完成。虽然很多卷烟工业企业也都纷纷成立了营销部门,但目前的营销相较于国际烟草巨头还有很大的差距,只有不断提高营销水平,进行职业化、专业化营销才是生存之道。
2.产生问题的原因:中国烟草营销现状分析
受制度的保护,卷烟营销目前还只是粗放式营销,中国烟草行业营销链条包括工业企业内部的营销人员、烟草公司、市场经理、卷烟零售户、消费者。但目前的卷烟营销主要将工作做到烟草商业企业,对零售户和消费者缺乏关注和洞察。虽然有的工业企业对终端营销也日益重视,但还没有形成完整的营销链条。应该看到,如今的消费者更加重视优良的服务和体贴的关怀,失去消费者往往不是产品的质量问题,而是消费者对服务的不满,提供优良的服务,建立起消费者对企业的忠诚,就需要把消费者的价值观念贯穿于企业的整个经营过程中,企业的各个部门将被高度地整合起来,以消费者为中心开展工作;另一方面,消费者的需求、价值观念又会在与市场环境的互动中不断的改变着,而且这种变化的频率越来越高,要使企业适应这样的变化,那种传统的单向沟通的营销方式已经力不从心,需要新的双向沟通的营销方式取而代之,建立起消费者与企业间的长期稳定的互动关系。
3.吉林烟草工业有限责任公司营销策略
通过对国内目前的形势分析和即将面临的国际挑战,吉林烟草工业有限责任公司在产品策略上要继续坚持低焦品类,努力发展中式卷烟,并对每一包低焦产品寻求一个与之相对应的产品诉求点,这样能够更好的抓住目标消费群体。在目标市场的选择上,要在对消费者进行市场细分的基础上,根据不同的目标市场采取不同的营销策略。另外由于当前制度的限制,还是要积极坚持工商协同营销和推拉结合营销,但积极探索新的协同方式,进一步的做大做强优势品牌的同时更要注重对终端消费者的了解,对于消费者不同的需要提供更好的服务。
The mode of our tobacco industry is national tobacco monopoly system, cigarette is monopolistic , product is planned to make, channels are single, price is planned, promotion is restricted, the four elements of marketing can not normal play. If the cigarette market has marketing, at most, only extensive marketing. With China's accession to WTO, China tobacco will be faced more critical situation .
1.the problem is: China tobacco industry marketing model can not adapt to the current situation and future needs
As is known to all, WTO premise of all the rules, almost all the enterprises as the main economic and trade without administrative intervention. Although negotiations on accession to the WTO agreement, China has insisted on retaining the national tobacco monopoly system. But with the falling tariffs, the price advantage of foreign cigarettes will be more obvious, and with the influx of foreign cigarettes, total demand is essentially in Chinese market, the domestic cigarette market share of the original will be greatly eroded, so the tobacco monopoly current management style is no doubt all have to change.
Since the China tobacco industry divided into industry and commerce, cigarette industry enterprises are mainly responsible for the cigarette production; and commercial enterprises are responsible for cigarette sales and marketing management. Therefore, the core of industrial enterprises like old production concept, is only responsible for production and marketing of cigarettes to commercial enterprises to complete. Although many cigarette industrial enterprises have also established a marketing department, but the current international tobacco giant marketing than there is a large gap between the level of only continue to improve marketing, vocational, and professional marketing is to survive
2.Cause of the problem: Analysis of China tobacco marketing
Protected by the system, cigarette marketing is still only extensive marketing, the China tobacco industry marketing chain, including internal marketing personnel of industrial enterprises, tobacco commercial companies, marketing manager, cigarette retailers, consumers. However, the current marketing work is cooperate with tobacco commercial companies, and lack of concern for retailers and consumers . Although some industrial enterprises is also increased attention on the terminal marketing, but don’t form a complete marketing chain. It should be noted, today's consumers pay more attention to quality service and attentive care, if loss of consumer, product quality is often not the problem, consumer dissatisfaction with the service and provide excellent service and build consumer loyalty to the enterprise to need to consumers throughout the enterprise values the entire business process, enterprises in all sectors will be highly integrated to work with consumers as the center; the other hand, consumer demand, values will be changed in the interaction with the market environment , and the frequency of this change is increasing, for them to adapt to such changes, the kind of one-way communication of traditional marketing methods will not be right, and need a new two-way communication, consumers and enterprises is to establish long-term stability of the interaction
3.Jilin Tobacco Industrrial Co., Ltd. Marketing Strategy
Through analysis of the current situation on the domestic and international challenges facing soon, Jilin Tobacco Industrial Co., Ltd. will focus on a category with low harm to the health in the product strategy, efforts to develop Chinese-style cigarettes, and to find a corresponding product demand points for each category. It will be better to grasp the target consumer groups. The choice of the target market, to market segmentation of consumers based on the different target markets to take a different marketing strategy. In addition, as the current system of restrictions, tobacco industrial enterprises still need to cooperate with tobacco commercial companies,and combination of cooperative marketing and marketing push, to actively explore new cooperative approach, make the further advantage of the brand bigger and stronger, focus on understanding to the consumer, to provide better service for different needs from the consumer.
1.问题的提出:中国烟草行业目前的营销模式无法适应今后的形势需要
众所周知,WTO所有规则的前提,几乎都是将企业作为经济贸易主体而不受行政干预。虽然在加入世贸的谈判协议中,我国一直坚持保留国家烟草专卖制度。但随着关税不断下降,国外卷烟的价格优势将会更加明显,而随着国外卷烟的大量涌入,面对需求总量基本不变的中国市场,国内卷烟原有的市场份额将会被大大蚕食,因此目前烟草专卖全包全揽的管理方式无疑要变。
中国烟草行业自从工商分开后,卷烟工业企业主要是负责卷烟生产;而商业企业主要是负责卷烟销售和市场管理。因此卷烟工业企业的观念好似古老的生产观念,只负责生产,营销交给卷烟商业企业去完成。虽然很多卷烟工业企业也都纷纷成立了营销部门,但目前的营销相较于国际烟草巨头还有很大的差距,只有不断提高营销水平,进行职业化、专业化营销才是生存之道。
2.产生问题的原因:中国烟草营销现状分析
受制度的保护,卷烟营销目前还只是粗放式营销,中国烟草行业营销链条包括工业企业内部的营销人员、烟草公司、市场经理、卷烟零售户、消费者。但目前的卷烟营销主要将工作做到烟草商业企业,对零售户和消费者缺乏关注和洞察。虽然有的工业企业对终端营销也日益重视,但还没有形成完整的营销链条。应该看到,如今的消费者更加重视优良的服务和体贴的关怀,失去消费者往往不是产品的质量问题,而是消费者对服务的不满,提供优良的服务,建立起消费者对企业的忠诚,就需要把消费者的价值观念贯穿于企业的整个经营过程中,企业的各个部门将被高度地整合起来,以消费者为中心开展工作;另一方面,消费者的需求、价值观念又会在与市场环境的互动中不断的改变着,而且这种变化的频率越来越高,要使企业适应这样的变化,那种传统的单向沟通的营销方式已经力不从心,需要新的双向沟通的营销方式取而代之,建立起消费者与企业间的长期稳定的互动关系。
3.吉林烟草工业有限责任公司营销策略
通过对国内目前的形势分析和即将面临的国际挑战,吉林烟草工业有限责任公司在产品策略上要继续坚持低焦品类,努力发展中式卷烟,并对每一包低焦产品寻求一个与之相对应的产品诉求点,这样能够更好的抓住目标消费群体。在目标市场的选择上,要在对消费者进行市场细分的基础上,根据不同的目标市场采取不同的营销策略。另外由于当前制度的限制,还是要积极坚持工商协同营销和推拉结合营销,但积极探索新的协同方式,进一步的做大做强优势品牌的同时更要注重对终端消费者的了解,对于消费者不同的需要提供更好的服务。
The mode of our tobacco industry is national tobacco monopoly system, cigarette is monopolistic , product is planned to make, channels are single, price is planned, promotion is restricted, the four elements of marketing can not normal play. If the cigarette market has marketing, at most, only extensive marketing. With China's accession to WTO, China tobacco will be faced more critical situation .
1.the problem is: China tobacco industry marketing model can not adapt to the current situation and future needs
As is known to all, WTO premise of all the rules, almost all the enterprises as the main economic and trade without administrative intervention. Although negotiations on accession to the WTO agreement, China has insisted on retaining the national tobacco monopoly system. But with the falling tariffs, the price advantage of foreign cigarettes will be more obvious, and with the influx of foreign cigarettes, total demand is essentially in Chinese market, the domestic cigarette market share of the original will be greatly eroded, so the tobacco monopoly current management style is no doubt all have to change.
Since the China tobacco industry divided into industry and commerce, cigarette industry enterprises are mainly responsible for the cigarette production; and commercial enterprises are responsible for cigarette sales and marketing management. Therefore, the core of industrial enterprises like old production concept, is only responsible for production and marketing of cigarettes to commercial enterprises to complete. Although many cigarette industrial enterprises have also established a marketing department, but the current international tobacco giant marketing than there is a large gap between the level of only continue to improve marketing, vocational, and professional marketing is to survive
2.Cause of the problem: Analysis of China tobacco marketing
Protected by the system, cigarette marketing is still only extensive marketing, the China tobacco industry marketing chain, including internal marketing personnel of industrial enterprises, tobacco commercial companies, marketing manager, cigarette retailers, consumers. However, the current marketing work is cooperate with tobacco commercial companies, and lack of concern for retailers and consumers . Although some industrial enterprises is also increased attention on the terminal marketing, but don’t form a complete marketing chain. It should be noted, today's consumers pay more attention to quality service and attentive care, if loss of consumer, product quality is often not the problem, consumer dissatisfaction with the service and provide excellent service and build consumer loyalty to the enterprise to need to consumers throughout the enterprise values the entire business process, enterprises in all sectors will be highly integrated to work with consumers as the center; the other hand, consumer demand, values will be changed in the interaction with the market environment , and the frequency of this change is increasing, for them to adapt to such changes, the kind of one-way communication of traditional marketing methods will not be right, and need a new two-way communication, consumers and enterprises is to establish long-term stability of the interaction
3.Jilin Tobacco Industrrial Co., Ltd. Marketing Strategy
Through analysis of the current situation on the domestic and international challenges facing soon, Jilin Tobacco Industrial Co., Ltd. will focus on a category with low harm to the health in the product strategy, efforts to develop Chinese-style cigarettes, and to find a corresponding product demand points for each category. It will be better to grasp the target consumer groups. The choice of the target market, to market segmentation of consumers based on the different target markets to take a different marketing strategy. In addition, as the current system of restrictions, tobacco industrial enterprises still need to cooperate with tobacco commercial companies,and combination of cooperative marketing and marketing push, to actively explore new cooperative approach, make the further advantage of the brand bigger and stronger, focus on understanding to the consumer, to provide better service for different needs from the consumer.
引文
[1]孙红.对青少年吸烟行为干预对策的思考.载《泰山卫生》,2001年第25卷第3期.
[2] (美)科特勒(Kotler,P.),(美)凯勒(Keller,K.L.).著梅清豪译.营销管理第12版.上海人民出版社,2006
[3]余明阳,杨芳平.品牌学教程.复旦大学出版社,2005年9月
[4]余明阳,舒咏平.烟品广告的奥秘.广东经济出版社,2003年11月
[5]李业.品牌管理.广东高等教育出版社,2004年8月
[6]崔蕾.品牌成长16步.北京机械工业出版社,2004年8月
[7]斯蒂芬·P·罗宾斯蒂莫西·A·贾奇.组织行为学(第12版).中国人民大学出版社,2008年4月
[8]邢丕震.中国烟草品牌运营.中国经济出版社,2003年7月
[9]毕长敏.烟草流通企业战略与管理.东北财经大学出版社,2004年6月
[10]中国烟草学会.烟草专卖史话.当代世纪出版社,2002年3月
[11]刘文娟,刘清志.供应商关系管理模式浅析.《商场现代化》,2005年第12期
[12]陈刚.发展中国式烟草营销模式.中华合作时报, 2004年12月
[13]菲利普科特勒.洪瑞云,梁绍明,陈振忠,梅清豪译.市场营销管理.中国人民大学出版社,2001年
[14]国家烟草专卖局.中国烟草重组整合及走出去.首都经济贸易大学出版社, 2006年
[15] Fawky Abdallah.繆明明等翻译.卷烟产品开发.云南科技出版社,2006年
[16]董大海.战略管理.大连理工大学出版社,2001年9月
[17]王建民.管理经济学.北京大学出版社,2002年
[18]证券时报.烟草营销变局,2004年6月
[19]雨天.烟草营销的两条腿.经理日报,2004年8月
[20]梅清豪.超越期望的营销.百家出版社,2001年
[21]毕长敏.卷烟服务营销与客户关系管理.东北财经大学出版社,2004年
[22]田忠振.卷烟服务营销.中国经济出版社,2005年
[23]陈云岗.品牌体验.中国人民大学出版社,2004年12月
[24]屈云波.品牌营销.企业管理出版社,1996年1月
[25]王瀚骏编著产品促销全攻略中华品牌管理网2006年11月
[26]陶应虎,顾晓燕.公共关系原理与实务.清华大学出版社
[27]王慧敏.商务沟通教程.中国发展出版社
[28]黄静.品牌管理.武汉大学出版社,2005年6月
[29]程永照.公约生效对我国烟草经济的影响.中国烟草,2006年第1期
[30]胡建绩.企业经营战略管理.复旦大学出版社
[31]石开.“十五”卷烟品牌发展之路.中国烟草,2006年第1期
[2] (美)科特勒(Kotler,P.),(美)凯勒(Keller,K.L.).著梅清豪译.营销管理第12版.上海人民出版社,2006
[3]余明阳,杨芳平.品牌学教程.复旦大学出版社,2005年9月
[4]余明阳,舒咏平.烟品广告的奥秘.广东经济出版社,2003年11月
[5]李业.品牌管理.广东高等教育出版社,2004年8月
[6]崔蕾.品牌成长16步.北京机械工业出版社,2004年8月
[7]斯蒂芬·P·罗宾斯蒂莫西·A·贾奇.组织行为学(第12版).中国人民大学出版社,2008年4月
[8]邢丕震.中国烟草品牌运营.中国经济出版社,2003年7月
[9]毕长敏.烟草流通企业战略与管理.东北财经大学出版社,2004年6月
[10]中国烟草学会.烟草专卖史话.当代世纪出版社,2002年3月
[11]刘文娟,刘清志.供应商关系管理模式浅析.《商场现代化》,2005年第12期
[12]陈刚.发展中国式烟草营销模式.中华合作时报, 2004年12月
[13]菲利普科特勒.洪瑞云,梁绍明,陈振忠,梅清豪译.市场营销管理.中国人民大学出版社,2001年
[14]国家烟草专卖局.中国烟草重组整合及走出去.首都经济贸易大学出版社, 2006年
[15] Fawky Abdallah.繆明明等翻译.卷烟产品开发.云南科技出版社,2006年
[16]董大海.战略管理.大连理工大学出版社,2001年9月
[17]王建民.管理经济学.北京大学出版社,2002年
[18]证券时报.烟草营销变局,2004年6月
[19]雨天.烟草营销的两条腿.经理日报,2004年8月
[20]梅清豪.超越期望的营销.百家出版社,2001年
[21]毕长敏.卷烟服务营销与客户关系管理.东北财经大学出版社,2004年
[22]田忠振.卷烟服务营销.中国经济出版社,2005年
[23]陈云岗.品牌体验.中国人民大学出版社,2004年12月
[24]屈云波.品牌营销.企业管理出版社,1996年1月
[25]王瀚骏编著产品促销全攻略中华品牌管理网2006年11月
[26]陶应虎,顾晓燕.公共关系原理与实务.清华大学出版社
[27]王慧敏.商务沟通教程.中国发展出版社
[28]黄静.品牌管理.武汉大学出版社,2005年6月
[29]程永照.公约生效对我国烟草经济的影响.中国烟草,2006年第1期
[30]胡建绩.企业经营战略管理.复旦大学出版社
[31]石开.“十五”卷烟品牌发展之路.中国烟草,2006年第1期