山东中烟工业公司卷烟营销策略研究

 ［摘　要］ 随着中国卷烟工业企业、卷烟品牌整合速度的加快，对处于国家专卖管理体制下积极参与市场竞争的卷烟工业企业来说，认识市场，捕捉机会，有效地制定并实施营销策略是非常重要的。本文以我国烟草行业为背景，以山东中烟工业公司为对象，山东中烟的营销现状及内外部环境入，分析了山东中烟营销方面存在的问题。在此基础上，既加强品牌营销，加强工商协同营销，加强零售终端营销策略规划。
   ［关键词］ 山东中烟工业公司 ； 营销策略  ； SWOT分析

  Cigarette Marketing Strategy Research on ChinaTobacco              
        Shandong Industrial Corporation
         
 Abstract:  As Chinese cigarettes industrial enterprises and cigarette brands accelerate the pace of integration，for cigarettes industrial enterprises which take an active part in market competition under the management system of monopoly in the country，it is important to implement and develop effective marketing strategy．In this paper, against the background of Chinese tobacco industry and focusing on China Tobacco Shandong Industrial Corporation, I started with analysis of its current marketing status and its internal and external environment, and then analyzed the marketing problems of China Tobacco Shandong industrial Corporation. On that basis, I pointed out the marketing strategy planning, to strengthen the brand marketing, the industrial marketing synergies and retail sales terminals of China Tobacco Shandong industrial Corporation．
    Key Words: China Tobacco Shandong industrial Corporation ; Marketing Strategy ; SWOT Analysis

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