福建中煙協(xié)同營銷模式研究.pdf

1、廈門大學碩士學位論文福建中煙協(xié)同營銷模式研究姓名：陳漢鑫申請學位級別：碩士專業(yè)：工商管理指導教師：戴亦一20090701ABSTRACTWithChinasaecessiontotheWTOandthe”FrameworkConventiononTobaccoControl”oneafteranother，thetobaccotycoonoverseashavespeededuptolandinChinawhichwillbringin

2、thegreatimpactontheChin讎tobaccoindustryTobereadyforthechallengeofthetobaccooverseastostrengthenandexpandChinesetobaccoindustryChinatobaccourgentlyneedstobuildupitsownbrandsofgreatcompetitivenessHoweverwinlcurrentmonopoly

3、systemthestruc艦treofseparatingtheindustryfromcommercecausedtocutthetobaccobrands0frfromthemarketandmeantimemadethetobaccoenterprisesfacethekindsofmarketingpredicamentinthemarketConfrontingthepredicamentthetwosidesofChina

4、tobacco，industrialenterpriseandcommercialcompanies，needtejoinhandsinthemarketingThatis，theformerattachesmuchimportanceontheproductionandbrandsconstruction；thelatteremphasizesthebuildingupofthemarketingchannelsandthecarry

5、ingoutofthemarketingtacticsItresultsincollaborativemarketingontheagendaCurrentlytherehasn’tbeenasetofcomprehensivemarketingtheorytoguidethespecificworkoftobaccoindustrywithcollaborativemarketingThisarticle，onaccountofthe

6、currentsituationofChinatobaccoindustryanalysesbowtomakeuscoftherelationshipmarketingtoguidetheconstructionandcarryingoutofthecollaborativemarketingwork；meanwhilewinltherelationshipmarketingtheorymakeupthecompetitivedomin

7、anceinthecollaborativemarketingofChinaTobaccoFujianIndustrialCorporation(orFJTICforshort)Ⅵ／hendevelopingthecollaborativemarketingFJTICmustdoaccordingtoitsactualsituation；choosethesuitablepartnertomakesuretheexpectedretur

8、n；buildupthecollaborationandsupportsystemswithtobaccocommercialcompanies，SO鶴toerlsurethecollaborativemarketing’SgoingwithawingAtthesametimeinviewthatthetobaccocommercialcompaniesmaybuilduptherelationshipwimanumberoftobac

9、coenterprises，F(xiàn)JTICmuststrengthentheproducts’competitivenessinthemarket，increasetheinvestmentofcustomersandenterprises’internalstaffcreatethecompetitiveadvantageinthevaluechainInthiswayitcangaintheinitiativeinthecollabor