山东农村卷烟市场营销策略的SWOT-AHP分析

Analysis of Marketing Strategy of Rural Cigarette Market in Shandong Province Based on SWOT-AHP Method

在对山东省农村卷烟市场实地调研访谈和消费者问卷调查的基础上,运用SWOT分析法对其面临的内外部环境的优势与劣势以及机遇和挑战进行定性分析,并运用层次分析法构建AHP模型,对SWOT各因素进行定量测量。结果显示,山东农村卷烟市场营销策略应采取ST(积极避险型)策略和SO(机会开拓型)策略。

Rural market is one of the new important growth points of cigarette sales. On the basis of field survey and consumer questionnaire survey on rural cigarette marketing in Shandong Province,we analyzed the advantages and disadvantages of the internal and external environments,as well as the opportunities and challenges qualitatively by SWOT analysis method. Then we used AHP model to quantificationally measure each factor of SWOT. The results showed that the marketing strategy of rural cigarette market in Shandong Province should adopt ST( risk avoiding) strategy and SO( opportunity pioneering) strategy.