长城雪茄的市场营销策略分析研究 工商管理专业

摘要烟草作为一种经济作物被广泛种植于世界各地，我国是烟草的种植大国，也是烟草产品消费大国，但我国烟草产品的销售区域主要集中于本土，在进出口方面所占市场份额较少，究其原因在于我国烟草产品的国际市场竞争力不足，这也是我国烟草行业在发展过程中一直努力实现的目标。随着我国经济的快速发展，人们对烟草产品的要求也在不断提升，雪茄烟作为身份和地位的象征，正在逐渐被人们认识并购买。长城雪茄作为国内知名雪茄品牌，曾经是国家领导人的特供雪茄（长城秘制132），目前长城雪茄品牌共有19个品种，其销售额在国内雪茄品牌中|一直处于领先地位，但其高端雪茄产品的销售情况并不理想。我国高端雪茄消费群体更加青睐于国际知名雪茄品牌，因此，长城雪茄应及时调整其市场营销策略，从而吸引更多的消费者认识长城雪茄，更好的应对激烈的市场竞争。本文在大量阅读国内外相关文献资料的基础上，选题并确定了论文的写作思路。首先，简单阐述了本文的写作背景、意义内容及方法；其次，介绍了本文的理论基础，对市场营销环境分析理论、市场定位理论及4P理论做了阐述；第三，分析了长城雪茄营销的宏观环境和微观环境，在此基础上，对长城雪茄产品开发、价格定位及销售渠道|中存在问题逐一分析；最后，在理论的指导下，结合知名雪茄品牌的市场营销策略，从长城雪茄的市场定位、产品开发、销售渠道、产品定价及产品推广五个层面，制定出切实可行的市场营销策略改进方案。关键词：中国烟草；长城雪茄；市场竞争；营销策略

1AbstractAsakindofcashcrop,tobaccoiswidelyplantedallovertheworld.Chinaisabigcountryfortobaccocultivationandamajorconsumeroftobaccoprodu|cts.However,thesalesareaoftobaccoproductsinChinaismainlyconcentratedinthelocalmarket,andthemarketshareinimportandexportissmall.ThereasonisthattheinternationalmarketcompetitivenessofChina'stobaccoproductsisinsufficient,whichisalsothegoalthatChina'stob|accoindustryhasbeenstrivingtoachieveinthedevelopmentprocess.WiththerapiddevelopmentofChina'seconomy,people'srequirementsfortobaccoproductsarealsoconstantlyimproving.Asasymbolofstatusandstatus,cigarsaregraduallybeingrecognizedandpurchasedbypeople.Asaw|ell-knowncigarbrandinChina,GreatWallcigarusedtobeaspecialcigarforthenationalleader(132GreatWallSecrets).Atpresent,thereare19varietiesofGreatWallcigarbrands.Itssaleshavebeenattheleadinglowlevelindomesticcigarbrands,butitshigh-endcigarsProductsalesaren|otideal.China'shigh-endcigarconsumergroupsaremorefavoredbyinternationallyrenownedcigarbrands.Therefore,GreatWallcigarsshouldadjusttheirmarketingstrategiesintimetoattractmoreconsumerstounderstandGreatWallcigarsandbettercopewithfiercemarketcompetition.|Basedonalargenumberofreadingrelatedliteratureathomeandabroad,thispaperselectsthetopicanddeterminesthewritingideasofthethesis.Firstly,itbrieflyexpoundsthewritingbackground,meaningcontentandmethodofthispaper.Secondly,itintroducesthetheoreticalbasisofth|ispaper,expoundsthemarketingenvironmentanalysistheory,marketpositioningtheoryand4Ptheory.Third,itanalyzesthemarketingofGreatWallcigar.Onthebasisofthemacroenvironmentandmicroenvironment,onthebasisoftheanalysisoftheproblemsinthedevelopment,pricepositio|ningandsaleschannelsofGreatWallcigarproducts;finally,undertheguidanceofthetheory,combinedwiththemarketingstrategyofwell-knowncigarbrands,fromthemarketofGreatWallcigarsFiveaspectsofpositioning,productdevelopment,saleschannels,productpricingandproductp