摘要
经过数百年发展,国际雪茄烟产业不断壮大,消费市场日渐成熟,在高档烟草制品消费中占据特殊地位。面对国内高速发展的雪茄消费市场,加大国产雪茄烟品牌培育力度,提升雪茄烟精准营销能力,是扩大国产雪茄烟品牌影响力和核心竞争力,实现国内雪茄烟市场持续向好向优发展的必然要求。青岛市局(公司)针对雪茄烟供应链存在的问题,提出基于供应链优化的精准营销模式,推进雪茄烟营销和培育模式创新,切实解决雪茄烟投放与需求不匹配问题,优化雪茄烟仓储环境,推进零售终端建设。
After hundreds of years of development,the international cigar industry continues to grow,and the consumer market is becoming increasingly mature,occupying a special position in the consumption of high-end tobacco products.In the face of the rapidly developing domestic cigar consumption market,increasing the cultivation of domestic cigar brands and enhancing the precision marketing ability of cigars are inevitable requirements for expanding the influence and core competitiveness of domestic cigar brands and achieving sustained development towards excellence in the domestic cigar market.The Qingdao Municipal Bureau(Company)proposes a precise marketing model based on supply chain optimization to address the problems in the cigar supply chain,promotes innovation in cigar marketing and cultivation models,effectively solve the mismatch problems between cigar placement and demand,optimizes the cigar storage environment,and promotes the construction of retail terminals.
作者
丁杰
陈斌
韩晓萌
DING Jie;CHEN Bin;HAN Xiao-meng(Qingdao Tobacco Co.,Ltd.,Qingdao 266011,China)
出处
《物流工程与管理》
2023年第9期163-165,共3页
Logistics Engineering and Management
关键词
供应链优化
均衡供给
圈层营销
体验营销
supply chain optimization
balanced supply
circle marketing
experience marketing