题目：烟草企业的营销策划分析 —— 以湘潭市烟草公司为例
内容摘要 ···································································· 错误! 未定义书签。
引
言 ······································································ 错误! 未定义书签。
1
企业营销策划概述 ···················································· 错误! 未定义书签。
1.1
营销策划的概念及理论基础 ································ 错误! 未定义书签。
1.1.1
营销策划的概念 ········································ 错误! 未定义书签。
1.1.2
营销策划的理论基础 ·································· 错误! 未定义书签。
1.2
烟草业营销策划概述 ········································· 错误! 未定义书签。
1.2.1
烟草业营销策划的概念 ······························· 错误! 未定义书签。
1.2.2
烟草业营销策划的理论基础 ························· 错误! 未定义书签。
1.2.2.1
4Ps 与 4Pc 理论 ································· 错误! 未定义书签。
1.2.2.2
一对一直接沟通理论 ·························· 错误! 未定义书签。
1.2.2.3
让客理论 ········································· 错误! 未定义书签。
1.2.2.4
消费者链式反应原理 ·························· 错误! 未定义书签。
1.2.3
烟草业营销策划的问题分析 ························· 错误! 未定义书签。
1.2.3.1
烟草业营销环境分析 ·························· 错误! 未定义书签。
1.2.3.2
专卖制度下的烟草营销 ······················· 错误! 未定义书签。
2
烟草企业的营销策划分析 ··········································· 错误! 未定义书签。
2.1
烟草业精准营销的方法及内容 ····························· 错误! 未定义书签。
2.2
烟草企业的市场细分与市场定位 ·························· 错误! 未定义书签。
2.2.1
烟草业的市场细分 ····································· 错误! 未定义书签。
2.2.2
烟草企业的市场定位 ·································· 错误! 未定义书签。
2.3
烟草企业的营销策划 ········································· 错误! 未定义书签。
2.3.1
产品策略制定 ··········································· 错误! 未定义书签。
2.3.1.1
优化在销产品结构 ····························· 错误! 未定义书签。
2.3.1.2
品牌培育以培养消费者需求 ················· 错误! 未定义书签。
2.3.1.3
拓展低焦细支的细分卷烟市场 ·············· 错误! 未定义书签。
2.3.2
价格策略制定 ··········································· 错误! 未定义书签。
2.3.2.1
卷烟定价的宣传与监控 ······················· 错误! 未定义书签。
2.3.2.2
规范化引导卷烟市场价格 ···················· 错误! 未定义书签。
2.3.3
渠道策略制定 ··········································· 错误! 未定义书签。
2.3.3.1
提高卷烟零售点区域网建水平 ·············· 错误! 未定义书签。
2.3.3.2
健全客户服务管理体系 ······················· 错误! 未定义书签。
2.3.3.3
打造零售客户“堡垒型”营销阵地 ········ 错误! 未定义书签。
2.3.4
促销策略的制定 ········································ 错误! 未定义书签。
2.3.4.1
加强在销卷烟的品牌宣传力度 ·············· 错误! 未定义书签。
2.3.4.2
对新进卷烟进行分类分区促销 ·············· 错误! 未定义书签。
2.3.4.3
加强对零售商的促销指导 ···················· 错误! 未定义书签。
3
湘潭市烟草公司卷烟市场的案例分析 ···························· 错误! 未定义书 签。
3.1
湘潭市烟草公司概况 ········································· 错误! 未定义书签。
3.2
湘潭市烟草公司现有营销策划现状 ······················· 错误! 未定义书签。
3.3
湘潭市烟草公司现有营销策划存在的问题 ·············· 错误! 未定义书签。
3.3.1
产品供求失衡 ··········································· 错误! 未定义书签。
3.3.2
市场价格不规范 ········································ 错误! 未定义书签。
3.3.3
零售终端建设存在缺陷 ······························· 错误! 未定义书签。
3.3.4
促销尚未能贴近消费者 ······························· 错误! 未定义书签。
3.4
湘潭市烟草公司营销策划优化设计 ······················· 错误! 未定义书签。
结论与展望 ································································· 错误! 未定义书签。
参考文献 ···································································· 错误! 未定义书签。
附
录 ······································································ 错误! 未定义书签。
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相关热词搜索： 湘潭市 烟草 为例