N市烟草公司网络营销体系研究

单位代码10475学号104754110502分类号F713.50硕士学位论文（专业学位）N市烟草公司网络营销体系研究专业学位领域：工商管理专业学位类别：工商管理硕士申请人：林楠指导教师：李光亚副教授二〇一三年五月STUDYONTHETOBACCOCOMPANIESNETWORKMARKETINGSYSTEMOFNCITYADissertationSubmittedtotheGraduateSchoolofHenanUniversityinPartialFulfillmentoftheRequirementsfortheDegreeofMasterofBusinessAdministrationByLinnanSupervisor：AssociateProfessorLiGuangyaMay,2013II摘要随着我国加入WTO，《国际烟草控制框架公约》开始生效，国际卷烟企业进入国内市场，国外烟草制品关税大幅降低，这对于我国烟草行业的持续、快速发展产生了一定的冲击作用，烟草行业在我国国内与国际上所产生的矛盾已日渐明显。随着国内卷烟市场竞争的愈演愈烈，在专卖体制的保护下，如何使烟草商业企业的营销模式由以往传统营销模式向现代营销模式转变，如何把众多分散、规模不等的零售客户有序的组织起来，发挥卷烟销售、配送网络体系的整体功能，更牢固地掌控卷烟市场，实现卷烟在国内可持续发展，这是摆在我们面前极为重要和迫切的任务。针对中国加入世界贸易组织后即将面临的国外烟草企业进入中国市场以及中国烟草专卖制度必然做出相应变革等现实情况，笔者认为卷烟网络营销体系的有效运用将对提高我国烟草行业的经济效益和效率，优化企业的资源配置，在未来拓展更大的发展空间有起着重要的作用。本论文依据现代市场营销及电子商务相关理论，通过对论文研究时代背景和宏观环境的分析，论述了网络营销是卷烟市场营销发展的必然趋势。本文以笔者多年的工作实践与卷烟网络营销研究为基础，查阅了大量的市场营销、电子商务、网络营销等相关的资料与文献；借鉴行业其他单位的成功经验，理论联系实际，对N市烟草商业网络营销体系进行了SWOT分析，对N市烟草公司如何运用市场营销策略来建立健全面向市场经济的烟草产品营销网络体系进行了研究，并且在此基础上提出了一些适合N市烟草公司在实践中采用的网络营销建设的策略和方法，提出解决方案和实施步骤，通过管理理念的创新和运行模式的优化达到全面提升网建水平的目的。关键词：烟草，电子商务，网络营销IIIABSTRACTAlongwithourcountryjoiningtheWTO,theinternationalframeworkconventionontobaccocontrolcameintoforce,theinternationaltobaccocompaniesintothedomesticmarket,foreigntobaccoproductstariffreductionsandforthesustainable,rapiddevelopmentofChina'stobaccoindustryhasacertainimpact,inourdomesticandinternationaltobaccoindustryproducescontradictionhavebecomeobvious.Asdomesticcigarettemarketcompetitionintensifying,andundertheprotectionofthemonopolysystem,howtomaketobaccocommercialenterprisemarketingmodefromthepasttraditionalmarketingmodetomodernmarketingmodel,howmanyscattered,thescaleofretailcustomersandorderlyorganization,theoverallfunctionsofcigarettesalesanddistributionnetworksystem,themorefirmlycontrolcigarettemarket,cigarettesinChinatorealizethesustainabledevelopment,itisextremelyimportantandurgenttaskbeforeus.AgainstwillfaceafterChina'saccessiontotheworldtradeorganization(wto)foreigntobaccoenterprisestoentertheChinesemarketandChina'stobaccomonopolysystemmustmakecorrespondingchangethereality,theauthorthinksthattheeffectiveuseofcigarettemarketingnetworksystemtoimprovetheeconomicbenefitsofChina'stobaccoindustryandefficiency,optimizeenterpriseresourceallocation,expandbiggerdevelopmentspaceinthefutureplayanimportantrole.Thispaperbasedonthetheoriesofmodernmarketingande-commercerelated,basedonthethesisresearchbackgroundandthemacroenvironmentanalysis,thispaperdiscussesthenetworkmarketingistheinevitabletrendofcigarettemarketingdevelopment.Basedonmanyyears'workingpracticeoftheauthorandcigarettemarketingresearchasthefoundation,accesstoalargenumberofmarketing,e-commerce,networkmarketingandotherrelatedmaterialsanddocuments;Industryforreferencethesuccessfulexperienceofotherunits,theorywithpractice,theNcitytobaccobusinessnetworkmarketingsystemhascarriedontheSWOTanalysis,theNcitytobaccocompanyhowtousemarketingstrategiestoestablishasoundmarketeconomyorientedtobaccoproductsmarketingnetworksystemarestudied,andbasedonthis,advancessomesuitableNcitytobaccocompanyinpracticeoftheconstructionofthenetworkmarketingstrategyandmethod,proposeIVsolutionsandimplementationsteps,throughtheinnovationmanagementconceptandoperationmodeofoptimizationtoachievethepurposeofcomprehensiveenhancethelevelofnetworkconstruction.KEYWORDS:tobacco，e-commerce，marketingnetworkV目录摘要....................................................................IABSTRACT.............................................................III第1章绪论...............................................................11.1研究背景............................................................11.2国内外研究现状......................................................21.2.1国外卷烟网络营销模式研究........................................21.2.2国内卷烟网络营销模式研究........................................21.3研究目的和意义......................................................31.4论文的主要工作和创新之处............................................4第2章网络营销相关理论综述...............................................52.1电子商务功能及其特征................................................52.1.1电子商务功能....................................................52.1.2电子商务特征....................................................62.2电子商务对传统营销的影响............................................82.2.1电子商务对传统营销理念的改变....................................82.2.2电子商务对传统营销模式的改变....................................82.3网络营销............................................................92.3.1网络营销的概念..................................................92.3.2网络营销的优势..................................................9第3章N市烟草公司网络营销体系SWOT分析.................................113.1N市烟草公司概况....................................................113.2N市烟草公司网络营销体系建设现状....................................113.3N市网络营销体系建设SWOT分析.......................................123.3.1内部的优势和劣势...............................................12VI3.3.2外部的机遇与挑战...............................................133.3.3SWOT分析结果..................................................15第4章N市烟草公司的网络营销体系建设总体思路............................174.1N市烟草商业网络