II
摘要
渠道建设是卷烟销售的核心环节，关系到烟草产业链的健康发展。目前，在烟草
专卖法的保护下，烟草公司实行专卖许可准入制，在整个产业链中处于主导地位，对
营销渠道拥有绝对的控制权。随着市场经济体制不断完善和国有企业改革的深入推进，
烟草企业面临履行烟草控制框架公约、外烟进入中国卷烟市场、国内零售业经营模式
变革等巨大挑战。如何在日益开放和竞争加剧的市场环境下，建立并巩固自有的、稳
固的零售渠道，是保持烟草行业持续稳定协调健康发展的关键问题

本文以 W 市烟草公司渠道管理为研究对象，通过理论联系实际，在分析宏观环境、
营销环境、区域卷烟市场发展状况的基础上，总结该公司营销渠道建设的经验，分析
渠道管理存在的问题，运用营销理论作指导，对该公司烟草渠道管理提出对策，力求
建设在烟草专卖体制下符合市场经济规律的卷烟营销渠道，加强渠道调控能力，提高
市场竞争力，促进企业健康发展

关键词：烟草企业 渠道管理 问题 对策III
Abstract
The channel construction is the core link of cigarette sales，related to the healthy
development of tobacco industry chain. At present, in the protection of tobacco monopoly
law, tobacco companies monopoly license access system, the marketing channel has the
absolute right of control, the tobacco companies in the leading position in the whole
industry chain. With the market economic system continuously improved and the reform of
state-owned enterprises and further promote the tobacco enterprises are facing, perform the
Framework Convention on tobacco control, tobacco, business model into the domestic retail
change challenge. How to intensify the increasingly open and competitive market
environment, to establish and consolidate its own, solid retail channels, is the key to
maintaining the tobacco industry sustainable.
This paper takes W city tobacco companies channel management as the research object,
by integrating theory and practice, by analyzing the development status of the macro
environment, market environment, tobacco marketing, summed up the marketing channel
construction of the company's practical experience, analysis of channel management
problems, the use of marketing theory, proposes the countermeasure to the tobacco
distribution management of the company, in order to meet the market economy construction
of cigarette marketing channel, enhance the ability to control the market, enhance market
competitiveness, and promote the healthy development of enterprises.
Keywords：Tobacco company；Marketing channels；problem；Countermeasures