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毕业设计 卷烟产品的终端营销，共31页，17229字。
摘 要
随着买方市场的全面形成和国内市场的国际化，烟草行业的竞争日益剧烈，越来越多的公司已经开始认识到终端营销的重要性。但是目前我国卷烟行业的终端建设和管理还存在着很多问题，针对存在的问题以及不同客户业态的销售终端文章提出了相应的解决方法，并提出了如向零售终端延伸和卷烟企业做好自身在产业价值链中的定位等建设与管理终端的新思路。
本文研究探讨了日用消费品的终端、终端营销的概念和终端建设与管理的方法。文中多以卷烟产品的终端营销为例，阐述了终端的建设与管理对企业特别是对卷烟生产和销售企业的重要作用。文中主要介绍了终端营销的定义，组成要素，终端的形式，和终端的策略等关于终端营销的基本概念。以及卷烟企业建设和管理终端的方法和意义。
和其他所有企业一样，卷烟企业的终端建设与管理也要根据自身实际情况，有计划分阶段的持续投入，才能保证投入与收益的良性循环，最大限度的发挥终端的作用。占领了终端就等于占据了战场的制高点，为取得战斗（或战役）的胜利奠定了基础。
关键词：终端营销，卷烟企业，终端管理
Abstract
With buyer’s market form in an all-round way and internationalization of domestic market, the competition of the tobacco trade is violent day by day，more and more companies have already begun to realize the importance of terminal station marketing. But the terminal construction and management of the trade of cigarette of our country still have a lot of questions at present, have put forward the existing problem of the terminal and different customer’s achievement station，expend to the retail terminal station and cigarette enterprise position its own localization of the value chain，etc. Build and manage the new thinking of the terminal station in industry.
I study terminal station marketing, concept and terminal construction and management method of terminal marketing of probing into daily necessities. Take terminal marketing of the cigarette products as an example more in the article, explain the construction of terminal station and manage to enterprise especially the important function to producing and selling cigarette enterprises. Introduce the definition of terminal station marketing especially in the article, make up the key element, the form of the terminal station, and such basic conception about terminal marketing as the terminal station tactics and so on. Explain the method and meaning of terminal station marketing to the cigarette enterprises.
Like other enterprises, the terminal construction and management of cigarette enterprises should be according to one’s own actual conditions too, there are ones that plan stage by stage absorbed continuously, could guarantee to put into the benign cycle with the income, give play to the best role of terminal station. Mean occupying the commanding point of the battle field after capturing the terminal station，establish the foundation for making the victory fighting (or the campaign).
Key words: terminal station marketing, cigarette enterprise，terminal management
目 录
1.终端营销的概述……………………………………………………………………7
1.1市场营销的“三端”说…………………………………………………………7
1.2终端营销的组成要素…………………………………………………………… 7
1.3终端的形式……………………………………………………………………… 8
1.4终端策略　……………………………………………………………………… 8
2.终端营销对卷烟企业的重要意义…………………………………………………8
2.1在卷烟企业进行终端建设与管理的目的与意义……………………………… 8
2.1.1终端建设与管理的目的……………………………………………………… 9
2.1.2终端建设与管理是对卷烟企业发展的战略意义…………………………… 9
2.2我国卷烟市场的现状分析………………………………………………………9
2.2.1买方市场形成，消费者主动性增强…………………………………………10
2.2.2国内市场国际化，外来公司纷纷介入　…………………………………… 10
2.2.3品牌和人力资源的竞争日益加剧…………………………………………………11
2.3终端营销对卷烟企业的影响…………………………………………………………12
2.3.1卷烟市场终端竞争愈演愈列…………………………………………………12
2.3.2构筑坚强的壁垒阻挡外烟的竞争………………………………………………132.3.3品牌≠市场…………………………………………………………………… 13
2.3.4终端是卷烟企业生存与发展的保证………………………………………… 14
3.卷烟企业终端的建设与管理………………………………………………………14
3.1卷烟企业终端的建设…………………………………………………………… 14
3.1.1当前卷烟零售终端建设亟需解决的问题…………………………………… 14
3.1.2利用准确的价值链定位加强销售终端的建设……………………………… 15
3.1.3烟草商业应向零售终端延伸…………………………………………………18
3.2卷烟企业营销终端的管理…………………………………………………… 19
3.2.1“四个纽带”系牢零售终端…………………………………………………19
3.2.2几种不同业态的销售终端的管理…………………………………………… 22
3.2.3终端销售商的管理…………………………………………………………… 26
结束语……………………………………………………………………………………28
谢辞………………………………………………………………………………………29
参考文献…………………………………………………………………………………30