我国烟草企业的营销创新——三维营销结构模型的探索与实践

湘潭大学硕士学位论文我国烟草企业的营销创新——三维营销结构模型的探索与实践姓名：吴尚友申请学位级别：硕士专业：企业战略管理指导教师：蒋运通20051030“”AbstractBecausethetobaccoanditstheproductarethespecialconsumable,thevariouscountries'governmentmanagemorestricterthanotherprofessions,Chinaandmanycountriesalsoimplementthehousetothetobaccoprofessiontoendureindraftsspecializeinsellingsystem.Ourcountryeconomydevelopmentmarketorientationandtheinternationalizationwillforcethetobaccoprofessiontofacedirectlytheintensemarketcompetition,alsogavethetobaccoenterprisemarketingtoproposethenewchallengeinevitably.Thisarticlecomparetraditionalmarketingideatomodernmarketingtheoryresearchfoundation,basedontheoryconceptandbrand,servicemarketingandsupplychainmanagement,explorationandstructuretakebrandculture,serviceideaandsupplychainmanagementascoreessentialfactortobaccoenterprisethreedimensionalmarketingstructuralmodel.Thisstructuralmodelhaddemonstratedthetobaccoenterprisemarketinginnovationthreedimensionalessentialfactor,namelythebrandculture,theserviceideaandthesupplychainmanagetheplatform,betweenthreedimensionalessentialfactorrelationsanditsorganicfusionmarketinginnovationmechanism.ThepapertaketheChangdetobaccoenterprisemarketinginnovationasanexample,hascarriedontheexaminationtothethreedimensionalmarketingstructuralmodel,itsexperienceforourcountrytobaccoenterprise'smarketinginnovationhasprovidedthenewmentalityunderthenetworkcurrenteconomiccondition.Keyword:Tobaccoenterprise;Threedimensionalmarketingmodel;Brandculture;Serviceidea;Supplychainmanagement1“”WTO218AMA1960“”“=”“””3“”“”205041960E.McCarthy4PProductPricePlacePromotion44PP.Kotler4P“”4P1990R.Lauterborn54P4CProductCustomerneedsandwantsPriceCosttocustomerPlaceConveniencePromotionCommunication4C10104C4C4C4CC4C4C4C4CC4CC244CC6——()7“”“”“”8CNNIC2004614,20046308700363053941MCN38.21337.9%58%9“”4P——199633%199740%79%19751/419931/310“”OEM“”11WTO12090“”36122WTO3WTO“”JITPM21“”————WTO“”“”13WTOIBM————14“”60%—90%207015“”16——117————“”21·“”18“”“”“”“”2Pepsi·“80Easel”(Easel2050)()“”w·“”“”19320“”()“”3·IBM120··——“”“”2“”“”“”“”“”212050709012050“”“”“”“”202022T.“”“”“”2020“”“”23“”“”2207012070“”17“”“”2425220804P2P—politicspublicrelations3209026——42090POP2090209027“”52090“”“”“”281(SupplyChainManagement,SCM)Internet1()29—23()()302—“”?313——1()32233111“”346135“”GEGE“”“”3637——“”“”“”“”“”“”“”“”“”“”2004“”96%80%6002004200107312004131.4129.27811.89200334%36%32%20044500074081%55%“”38()“”——39——2000“”——“”——“”——“”——“”“”——“”“”——“”——“”——“”“”“”“”——“”“”——“”“”——2080“”40“”“”“”“”“”“”“”,,,411,,,,,“”,,,,,,10,20,;20,,,,,,,2,60%,90%,,,,(),,,,,,,,3,,,42,,,,,,,,,,,,4,,,,,,,,,,,,,,E—mail,5,,,——,,,,“”,43,“”2500“”“”“”“”1800“”4001256788300“‘’”44POS452246112865IBM55PLCProfibusProfibusPLC2DRPMRRSPM47341POS23XMLFTP48POS49WTO“”50[1],[M],2002[2][M],2000.5[3],[M],2004[4],[M],2003[5][M],2004[6],[M],2005[7],[M],,2004[8],[M],2005[9],[M],,2005[10],[J],2001(4)57-60.[11].[M].:,1999.87-133.[12],[M],1998.92-127.[13],[M],:,2000.187-212.[14],[M],:,2000.25-56.51[15][M],:,2000.7-36.[16][J]2001.12[17],[M],:,2000,(8).[18],[J],,2000,(5).[19],[J].,2000(5).[20][]··,.().:[M].:,1999.[21],[M],:,1998.[22],[J],,1999(2):25—28.[23],[J],,1998(6)[24],[J],,1998(9)[25].[J],,1997(12)[26],[J],,1998(5)[27],[J],,1997(1)[28],[M],:,1994[29],[M],:,2001[30][]·,,[M],,1999[31],[M],,1998(9)[32],[M],1995(4)[33],[M],,199852[34],[J],,2001.5[35],[J],,2000.6[36]com[N],,2000.05.22[37][J],,2000[38][M],1999[39]e[J],,2001.5[40]:[J],,2001.6[41][J],2001.7[42],[M],1999[43],[J],.1999.2[44][J],,1999.2[45],[J],,1999.4[46]·,()[M],,1999[47],[J],,2000.10[48],[J],,1999.11[49],[J],,1998.4[50],[J],,1999.2[51][J],,1999.5[52],WTO[J]53,2000.1[53],[J],2001.8[54],.[M],:2000[55],[M],:1999[56],[J],2000(2):5-7[57],[J],,2000(12)24-29[58],[J],,2000(2)[59],[J],:1999(3)[60],[M],:2000[61],[J],,1999(2)[62],[J],1999(5)[63],[M],:2000[64],[M],:,2000[65]\,[M],:,2000[66],[M],:,2003.9[67],[M]:,1995.5[68],[M],:,2002[69],[M],:,2001.7[70]PatrickGMcKeowntheAIS,June1999RichardT.Watson,54Communicationsof[71]Philip-KotlerGary·Armstrong,Principlesofmarketing,2001[72]JamesA.Obrien,ManagementInformationSystems;ManagingInformationTechnologyinthehttemetEnterprise,FourthEdition,McGraw-Hill.1998[73]LeeWMcknightJosephPBailey,InternetEconomics,theMITPress.1997[74]()AmirHartman,JohnSifonis,JohnKador.NetReady:StrategiesforSuccessintheE-economy[M],:,McGraw-Hill,2000(6).[76]E.G.Kmstianse(1996)R&DinmarketswithnetworkexternalityinternationalJounaj.[J]IndustryOrganization,vo1.14[77]DonnalL.Hoffman,ThomasP.Novak.HowToAcquireCustomersOnTheWeb[J].HarvardBusinessReview,May-June,2000[78]AdinaLevin,RelationshipManagementCriticaltoWebSuccess,DMReview,1999[79]KimballP.Marshall,MarketingInformationSystems,[M]PrenticeHall,1995[80]KennethCasaubonandJaneP.Landon,[J]ManagementInformationSystems(Fifthedition)PrinticeHall,1998[81]EfrimTruban.DecisionSupportSystemandExpertSystems(Fourthedition)1995[82]WilliamGDyer,RoberyHDainesandWilliamC.GiauquedThechallengeofManagement.[M]HaroounBraceJovanovich.Publishers,1990[83]M.Chesher&R.Kaura.ElectronicCommerceandBusinessCommunicators,[M]Springer,1999[84]M.ShawEditors:HandbookonE