目前，我国整个烟草欧亿·体育（中国）有限公司都面临着前所未有的销售压力，卷烟市场需求疲软、销 售压力大、社会库存偏大、卷烟经营毛利低、客户满意度下降，具体到卷烟市场上， 就是零售客户订烟积极性不高，而部分畅销货源又满足不了市场需求，存在一定的市 场缺口。因此，为提高客户卷烟经营利润，增强卷烟市场活力，开拓新的市场份额， 填补现有的市场缺口，缓解部分货源不足的压力以及分散经营风险，推出新品卷烟就 势在必行，然而，零售客户对于新品卷烟的接受度不一样，因此，为了提高新品卷烟 的订购率，从而打开市场，做到精准选户投放新品卷烟是非常重要的。 本文是基于NQ县的卷烟消费市场情况，运用数据统计分析方法，研究切合实际 的新品卷烟投放策略，实现精准投放以提高新品卷烟的订购率。本文首先对市场营销 理论和精准营销理论进行研究论述，随后通过实地走访，并结合实际工作经验，确定 了影响零售客户订购新品卷烟的关键因素。通过对订购新品卷烟的零售客户的共有特 性进行分析，研究出了通过计算零售客户订购新品卷烟潜力值来投放新品卷烟的策 略，对新品卷烟投放策略进行实际投放验证，并在验证后作出进一步改进，进而得出 最终的新品卷烟投放策略。本文的创新之处主要体现在，从精准营销的角度，运用数 据统计分析方法，对NQ县订购新品卷烟的零售客户的属性进行分析，并根据分析结 果，制定选户策略，相比以前的新品卷烟投放策略，本文研究出的新品卷烟投放策略 具有较高的实用性，可以将公式的系数根据上年订购情况每年进行相应调整。 关键字：精准营销新品卷烟零售客户订购潜力关键因素 ABSTRACT Atpresent,thewholetobaccoindustryinourcountryisfacingunprecedentedsales pressure,thedemandofcigarettemarketisweak,thesalespressureisgreat,thesocial inventoryisonthehighside,thegrossprofitofcigarettemanagementislow,the satisfactionofretailhouseholdsisdeclining,inparticular,thecigarettemarket.Retailers arenotmotivatedtoordercigarettes,andsomeofthebest-sellingsupplycannotmeetthe marketdemand,thereisacertainmarketgap.Therefore,inordertoincreasetheprofitof cigarettemanagement,enhancethevitalityofcigarettemarket,openupnewmarketshare, filltheexistingmarketgap,alleviatethepressureofinsufficientsupplyanddispersethe riskofmanagement,itisimperativetointroducenewcigarettes.However,retailershave differentacceptanceofnewcigarettes.Therefore,inordertoimprovetheorderrateofnew cigarettesandopenthemarket,itisveryimportanttoaccuratelyselectnewcigarettes. ThispaperisbasedonthesituationofcigaretteconsumptionmarketinNQcounty, usingthemethodofdatastatisticalanalysis,tostudythepracticalnewcigaretteplacement strategy,toachieveaccurateplacementinordertoimprovetheorderrateofnewcigarettes. Thispaperfirstlydiscussesthemarketingtheoryandprecisionmarketingtheory,then throughthefieldvisits,andcombinedwiththeactualworkexperience,determinesthekey factorsthataffecttheretailerstoordernewcigarettes.Basedontheanalysisofthecommon characteristicsoftheretailersorderingnewcigarettes,thispaperstudiesthestrategyof placingnewcigarettesbycalculatingthepotentialvalueofthenewcigarettesorderedby theretailhouseholds,andvalidatestheactualplacementofthenewcigarettes.Further improvementismadeafterverification,andthefinalnewcigaretteplacementstrategyis obtained.Theinnovationofthispaperismainlyreflectedin,fromtheperspectiveof precisionmarketing,usingthemethodofdatastatisticalanalysis,toanalyzetheattributes oftheretailersorderingnewcigarettesinNQCounty,andtoformulatetheretailers selectionstrategyaccordingtotheanalysisresultsparedwiththecurrentnewcigarette placementstrategy,thenewcigaretteplacementstrategydevelopedinthispaperhashigher III practicability,andthecoefficientoftheformulacanbeadjustedannuallyaccordingtothe orderofthepreviousyear. KEYWORDS:PrecisionmarketingNewcigarettesRetailersOrderingpotential Criticalfactor I 目录 摘要.........................................................................................................................................I Abstract...................................................................................................................................II 第一章绪论.........................................................................................................................1 1.1选题背景及意义..............................................................................................................1 1.2研究目标..........................................................................................................................2 1.3国内外研究现状综述......................................................................................................3 1.3.1国外研究现状.......................................................................................................3 1.3.1.1国外市场营销理论发展............................................................................3 1.3.1.2国外精准营销理论发展............................................................................5 1.3.2国内研究现状.......................................................................................................6 1.3.2.1国内市场营销理论发展............................................................................6 1.3.2.2国内精准营销理论发展............................................................................7 1.4研究内容及思路..............................................................................................................8 第二章相关理论综述.........................................................................................................9 2.1精准营销..........................................................................................................................9 2.1.1理论体系...............................................................................................................9 2.1.2精准营销策略.....................................................................................................10 2.1.3烟草精准营销.....................................................................................................10 2.2相关概念界定................................................................................................................12 2.3研究方法与工具............................................................................................................12 2.3.1研究方法.............................................................................................................12 2.3.2研究工具.............................................................................................................13 第三章国内外烟草欧亿·体育（中国）有限公司分析...........................................................................................14 3.1国外烟草欧亿·体育（中国）有限公司发展情况................................................................................................14 3.1.1政治法律环境.....................................................................................................14 3.1.2经济环境.............................................................................................................15 3.1.3社会文化环境.....................................................................................................16 3.1.4技术环境.............................................................................................................17 3.2国内烟草欧亿·体育（中国）有限公司发展情况................................................................................................18 3.2.1政治法律环境.....................................................................................................18 3.2.2经济环境.............................................................................................................19 3.2.3社会文化环境.....................................................................................................20 3.2.4技术环境.............................................................................................................20 3.3NQ县卷烟消费市场现状................................................................................................21 第四章历史新品卷烟投放分析.......................................................................................23 4.1卷烟投放策略概述........................................................................................................23 4.1.1卷烟货源供应原则.............