發(fā)布時(shí)間：2018-03-27 19:29

  本文選題：現(xiàn)代零售終端　切入點(diǎn)：保定煙草公司　出處：《河北大學(xué)》2017年碩士論文

【摘要】：保定煙草公司在《國家局關(guān)于加強(qiáng)現(xiàn)代零售終端建設(shè)工作的意見》和《現(xiàn)代零售終端建設(shè)指引》等文件的要求下,圍繞“卷煙上水平”基本戰(zhàn)略方針,積極與現(xiàn)代零售終端建立良好客我關(guān)系,優(yōu)化資源配置,改變煙草零售終端發(fā)展方式,加強(qiáng)現(xiàn)代零售終端建設(shè)工作。本文以保定煙草公司現(xiàn)代零售終端的建設(shè)為研究對(duì)象,在界定現(xiàn)代零售終端內(nèi)涵的基礎(chǔ)上,立足保定煙草現(xiàn)代零售終端建設(shè)實(shí)際情況,發(fā)現(xiàn)保定煙草從2014年開始正式建設(shè)現(xiàn)代零售終端,通過采取“加強(qiáng)網(wǎng)上操作指導(dǎo)+加強(qiáng)卷煙陳列指導(dǎo)+加強(qiáng)卷煙推介指導(dǎo)+加強(qiáng)庫存盤點(diǎn)指導(dǎo)+加強(qiáng)經(jīng)營(yíng)分析指導(dǎo)”五大舉措,在“一店一品”管理模式和行業(yè)協(xié)會(huì)管理抓手的協(xié)同下,取得不錯(cuò)的建設(shè)成效。但,保定煙草現(xiàn)代零售終端建設(shè)運(yùn)行中也暴露出現(xiàn)代零售終端建設(shè)認(rèn)識(shí)不到位、需求挖掘不夠、信息化水平不高、建設(shè)后勁不足和功能發(fā)揮不強(qiáng)勁等問題。為了更好的建設(shè)現(xiàn)代零售終端,分析出現(xiàn)建設(shè)問題的原因,對(duì)癥下藥,得知因現(xiàn)代零售終端理念未貫徹?zé)煵菪袠I(yè)要求,未突出以客戶為中心,不符客戶需求,科技支撐滯后,導(dǎo)致現(xiàn)代零售終端建設(shè)運(yùn)行出現(xiàn)問題。保定煙草公司結(jié)合現(xiàn)代零售終端建設(shè)存在問題及原因分析,明確未來建設(shè)方向和重點(diǎn),遵循“統(tǒng)一認(rèn)識(shí),真正重視+統(tǒng)籌規(guī)劃,穩(wěn)步實(shí)施+典型示范,發(fā)揮功能+創(chuàng)新服務(wù),保障利益”建設(shè)原則,提出保定煙草公司現(xiàn)代零售終端建設(shè)對(duì)策,嚴(yán)格控制準(zhǔn)入門檻,明確現(xiàn)代零售終端高標(biāo)準(zhǔn)(合理選擇現(xiàn)代零售終端+多樣條件確定入圍名單+多頭合作負(fù)責(zé)實(shí)地驗(yàn)收),穩(wěn)步推進(jìn)標(biāo)準(zhǔn)建設(shè),帶動(dòng)傳統(tǒng)終端向現(xiàn)代化轉(zhuǎn)變(明確五個(gè)統(tǒng)一標(biāo)準(zhǔn)出樣+加強(qiáng)現(xiàn)代零售專題培訓(xùn)+配備現(xiàn)代終端設(shè)施設(shè)備),加強(qiáng)現(xiàn)代推介指導(dǎo),提高現(xiàn)代零售終端經(jīng)營(yíng)能力(加強(qiáng)現(xiàn)代終端信息收集+整合媒體營(yíng)銷推薦資源+推進(jìn)新商盟網(wǎng)絡(luò)訂配貨),并提出加強(qiáng)人才隊(duì)伍建設(shè)、拓寬建設(shè)資金來源和成立監(jiān)督考核小組,以保障現(xiàn)代零售終端的優(yōu)化建設(shè)。
[Abstract]:Baoding Tobacco Company, at the request of "opinions of the State Bureau on strengthening the Construction of Modern Retail Terminal" and "Guide to the Construction of Modern Retail Terminal", revolves around the basic strategic policy of "the level of cigarettes". To establish a good relationship with modern retail terminals, optimize the allocation of resources, change the development mode of tobacco retail terminals, and strengthen the construction of modern retail terminals. This paper takes the construction of modern retail terminals in Baoding Tobacco Company as the research object. On the basis of defining the connotation of modern retail terminal, based on the actual situation of modern tobacco retail terminal construction in Baoding, it is found that Baoding Tobacco has been formally building modern retail terminal since 2014. Through "strengthening the online operation guidance, strengthening the cigarette display guidance, strengthening the cigarette introduction guidance, strengthening the inventory inventory guidance and strengthening the operation analysis guidance", With the cooperation of the "one store, one product" management mode and the management of the trade association, good construction results have been achieved. However, in the construction and operation of the modern tobacco retail terminal in Baoding, it is also revealed that the understanding of the modern retail terminal construction is not in place and the demand mining is not enough. In order to better build modern retail terminals, analyze the causes of the construction problems and give the right remedy to the case, the information level is not high, the construction stamina is not enough and the function is not strong enough. Knowing that the modern retail terminal concept has not carried out the requirements of the tobacco industry, has not focused on the customer as the center, does not meet the needs of the customers, and has lagged behind in scientific and technological support, This will lead to problems in the construction and operation of modern retail terminals. Baoding Tobacco Company has analyzed the existing problems and causes of the construction of modern retail terminals, made clear the direction and key points of future construction, followed the "unified understanding, and really attached importance to overall planning," Steadily implement typical demonstration, bring into play function innovation service, safeguard benefit "construction principle, put forward modern retail terminal construction countermeasure of Baoding tobacco company, strictly control entrance threshold, Identify the high standards of modern retail terminals (reasonably select various conditions for modern retail terminals, determine shortlist, and cooperate with multiple heads to be responsible for field acceptance and acceptance, and steadily advance the construction of standards, To promote the transformation of traditional terminals to modernization (to make clear the five unified standards to sample and strengthen the training of modern retail special topics with modern terminal facilities and equipment, and to strengthen the guidance for modern promotion, To enhance the management ability of modern retail terminals (to strengthen the information collection of modern terminals and integrate the media marketing recommendation resources to promote the new commercial alliance network ordering and distribution, and to propose strengthening the construction of talent teams, widening the sources of construction funds and setting up supervision and examination groups, In order to ensure the optimization of modern retail terminal construction.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F721

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