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AbstractAsakindofcashcrop,tobaccoiswidelyplantedallovertheworld.Chinaisabigcountryfortobaccocultivationandamajorconsumeroftobaccoproducts.However,thesalesareaoftobaccoproductsinChinaismainlyconcentratedinthelocalmarket,andthemarketshareinimportandexportissmall.ThereasonisthattheinternationalmarketcompetitivenessofChina'stobaccoproductsisinsufficient,whichisalsothegoalthatChina'stobaccoindustryhasbeenstrivingtoachieveinthedevelopmentprocess.WiththerapiddevelopmentofChina'seconomy,people'srequirementsfortobaccoproductsarealsoconstantlyimproving.Asasymbolofstatusandstatus,cigarsaregraduallybeingrecognizedandpurchasedbypeople.Asawell-knowncigarbrandinChina,GreatWallcigarusedtobeaspecialcigarforthenationalleader(132GreatWallSecrets).Atpresent,thereare19varietiesofGreatWallcigarbrands.Itssaleshavebeenattheleadinglowlevelindomesticcigarbrands,butitshigh-endcigarsProductsalesarenotideal.China'shigh-endcigarconsumergroupsaremorefavoredbyinternationallyrenownedcigarbrands.Therefore,GreatWallcigarsshouldadjusttheirmarketingstrategiesintimetoattractmoreconsumerstounderstandGreatWallcigarsandbettercopewithfiercemarketcompetition.Basedonalargenumberofreadingrelatedliteratureathomeandabroad,thispaperselectsthetopicanddeterminesthewritingideasofthethesis.Firstly,itbrieflyexpoundsthewritingbackground,meaningcontentandmethodofthispaper.Secondly,itintroducesthetheoreticalbasisofthispaper,expoundsthemarketingenvironmentanalysistheory,marketpositioningtheoryand4Ptheory.Third,itanalyzesthemarketingofGreatWallcigar.Onthebasisofthemacroenvironmentandmicroenvironment,onthebasisoftheanalysisoftheproblemsinthedevelopment,pricepositioningandsaleschannelsofGreatWallcigarproducts;finally,undertheguidanceofthetheory,combinedwiththemarketingstrategyofwell-knowncigarbrands,fromthemarketofGreatWallcigarsFiveaspectsofpositioning,productdevelopment,saleschannels,productpricingandproductpromotion,anddeveloppracticalmarketingstrategyimprovementprograms.Keywords:ChinaTobacco;GreatWallCigar;MarketCompetition;MarketingStrategy目录摘要.......................................................................................
