《烟草控制框架公约》背景下美英烟草企业营销手段的调整与成效
[摘要]由于世界范围内《烟草控制框架公约》的履行以及各国控烟法律、法规的执行,烟草企业的营销活动受到了严格管制,国外烟草企业近年来对其营销策略进行了相应的调整。文章以美国和英国为例,分析国外烟草企业的营销策略调整与成效。美国烟草商在守法的前提下充分利用各种时机从事多种市场营销活动,并极力争取青少年消费市场;英国企业从强调创造一次性销售交易,转变为与消费者建立稳定的长期关系。这些措施都增强了企业的竞争优势,从而扩大了销售和盈利的空间。
[关键词]烟草企业;反应;成效
[[[中图分类号]][F274][[文献标识码]][A][[文章编号]][1002-736X(2010)04-0178-04]]
Tobacco Firms" Marketing Strategies and the Effect in American and the UK
Under the Background of FCTC
Bai Ming
(School of Economics, Guizhou College of Finance and Economics, Guiyang, Guizhou 550004)
Abstract: Tobacco industry"s marketing behavior are strictly regulated due to the implementation of WHO"s Framework Convention on Tobacco Control (FCTC) and other relevant. This paper takes American and the UK"s firms as examples to study their marketing strategies and the effect. Tobacco enterprises in America and the UK have since modified their marketing strategies in order to comply with these laws and regulations and have achieved satisfactory results. American tobacco firms carry out various marketing activities in every possible place and do their best to attract teenagers legally. British businesses transform from emphasizing the creation of a one-time deal to establishing a stable long-term relationship. These measures have enhanced their competitive advantage, thereby expanding their sales and profitability.
Key words: tobacco firms; reaction; effect
作为全球烟草生产和消费第一大国,2008年我国生产卷烟2.2199万亿支,全国吸烟人口超过3亿;2008年我国烟草行业实现工商税利4500亿元。烟草作为一种特...
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