精準(zhǔn)營(yíng)銷(xiāo)以及其在煙草行業(yè)的應(yīng)用1

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1、鄭州大學(xué)西亞斯國(guó)際學(xué)院本科畢業(yè)論文（設(shè)計(jì)）題目精準(zhǔn)營(yíng)銷(xiāo)以及其在煙草行業(yè)的應(yīng)用指導(dǎo)教師周官志職稱(chēng)__講師___學(xué)生姓名張海洋學(xué)號(hào)20081216235專(zhuān)業(yè)市場(chǎng)營(yíng)銷(xiāo)班級(jí)2院（系）商學(xué)院完成時(shí)間2012年4月16日13精準(zhǔn)營(yíng)銷(xiāo)以及其在煙草行業(yè)的應(yīng)用摘要隨著時(shí)代的發(fā)展,大眾營(yíng)銷(xiāo)的模式已經(jīng)不再奏效了,大眾營(yíng)銷(xiāo)模式將被精準(zhǔn)營(yíng)銷(xiāo)所顛覆。在營(yíng)銷(xiāo)傳播手段日漸多元化、廣告投放成本日漸高漲的現(xiàn)代社會(huì),企業(yè)必須要有更精準(zhǔn)并可衡量的營(yíng)銷(xiāo)溝通,并借此來(lái)提高資本回報(bào)率。而客戶(hù)的個(gè)性化需求也使得分析企業(yè)與消費(fèi)者之間進(jìn)行信息溝通對(duì)消費(fèi)者需求的滿足越來(lái)越重要，現(xiàn)代營(yíng)銷(xiāo)理論認(rèn)為，“精準(zhǔn)營(yíng)銷(xiāo)”是在

2、精準(zhǔn)定位的基礎(chǔ)上，依托現(xiàn)代信息手段建立個(gè)性化的溝通服務(wù)體系，實(shí)現(xiàn)現(xiàn)代企業(yè)可度量的低成本擴(kuò)張之路。本論文通過(guò)新型營(yíng)銷(xiāo)模式——精準(zhǔn)營(yíng)銷(xiāo)來(lái)探討其在煙草行業(yè)的運(yùn)用,提出了針對(duì)每個(gè)階段的精準(zhǔn)營(yíng)銷(xiāo)策略,旨在對(duì)企業(yè)實(shí)施營(yíng)銷(xiāo)有較好的實(shí)踐價(jià)值。關(guān)鍵詞：精準(zhǔn)營(yíng)銷(xiāo)；煙草行業(yè)；策略13PrecisionmarketinganditsapplicationintobaccoindustryAbstractWiththedevelopmentofthetimes,massmarketingpatternalreadynolongerworked,massmarketingmodewil

3、lbethesubversionofprecisionmarketing.Intheincreasinglydiversifiedmeansofmarketingcommunication,advertisingcostsrisinginmodernsociety,theenterprisesmusthavemorepreciseandmeasurablemarketingcommunication,andtoincreasetherateofreturnoncapital.Whilethecustomerlifecycletheoryemphasizest

4、hevalueofcustomerperiodically,totheenterprisecustomerstagemanagementareofguidingsignificance.Thisallowstheanalysisofinformationcommunicationbetweenenterprisesandconsumersoftheconsumerdemandtomeetthemoreandmoreimportant,themodernmarketingtheorythinks,"precisionmarketing"isinthepreci

5、sebasis,relyingonmoderninformationmeanstoestablishpersonalizedcommunicationservicesystem,therealizationofamodernenterprisemeasurablelow-costexpansionpath.Thisarticlethroughthenewmarketingmode--precisionmarketingtodiscussitsapplicationintobaccoindustry,proposedinviewofeachstageofthe

6、precisionmarketingstrategy,designedtocarryouttotheenterprisemarketinghasgoodpracticalvalue.Keywords:precisionmarketing,tobaccoindustry,strategy13目錄摘要IAbstractII1緒論11.1研究背景和動(dòng)機(jī)11.2研究問(wèn)題及研究意義11.2.1研究問(wèn)題11.2.2研究意義11.3研究方法和流程12精準(zhǔn)營(yíng)銷(xiāo)研究和發(fā)展22.1精準(zhǔn)營(yíng)銷(xiāo)的概念22.2精準(zhǔn)營(yíng)銷(xiāo)的發(fā)展現(xiàn)狀22.3精準(zhǔn)營(yíng)銷(xiāo)的理論依據(jù)22.3.14C營(yíng)銷(xiāo)理22.3.

7、2顧客讓渡價(jià)值32.3.3二八定律42.3.4CRM體系42.4精準(zhǔn)營(yíng)銷(xiāo)的實(shí)施方法42.4.1精準(zhǔn)的市場(chǎng)定位體系42.4.2與顧客建立個(gè)性傳播溝通體系52.4.3提供個(gè)性化的產(chǎn)品52.4.4顧客增殖服務(wù)體系5133精準(zhǔn)營(yíng)銷(xiāo)在煙草行業(yè)的分析63.1煙草行業(yè)的發(fā)展現(xiàn)狀63.2煙草行業(yè)的精準(zhǔn)營(yíng)銷(xiāo)模式63.2.1定位精準(zhǔn)63.2.2戰(zhàn)略精準(zhǔn)73.2.3策略精準(zhǔn)73.2.4市場(chǎng)精準(zhǔn)83.2.5精細(xì)管理83.3精準(zhǔn)營(yíng)銷(xiāo)在煙草行業(yè)的實(shí)現(xiàn)策略94精準(zhǔn)營(yíng)銷(xiāo)的局限性和發(fā)展前景104.1精準(zhǔn)營(yíng)銷(xiāo)的隱患104.2未來(lái)的發(fā)展前景105“大紅鷹”品牌概況及精準(zhǔn)營(yíng)銷(xiāo)案例105.1“大紅鷹

8、”品牌概況105.2“大紅鷹”品牌發(fā)展歷程115.3