摘要
烟草经济是我国社会经济发展的重要内容，烟草行业在成立之初，便确立了专卖专
营的制度，专卖制度塑就了烟草企业的特殊地位，因此，烟草企业也成为了国家利税的
重要来源，为国家经济的发展做出了卓越的贡献，2000 年我国烟草企业实现工商税利
1112.2 亿元，到 2015 年，烟草企业实现税利总额达到 11436 亿元，十五年间翻了十余
倍，上缴财政总额 10950 亿元，占国家财政收入的将近 8%。然而，近两年来，烟草发
展出现了新的问题：卷烟销量出现了增长速度回落、工商库存增加、结构空间变窄、需
求“拐点”逼近。2015年烟草企业卷烟产销量增长已基本进入停滞状态。2016年更是不尽
如人意，卷烟销量、税利减幅之大，都是史无前例

如何扭转当前烟草企业发展的不利局面，保持烟草企业的持续健康发展，是本文要
研究的主要课题。本文以衡水烟草企业为例，结合“一个理论、两大工具”，对衡水烟草
企业发展的现状及问题进行了分析，并指出解决办法，探讨影响企业发展的重要要素，
提出有针对性地对策研究，以小见大，即通过烟草企业内部的管理升级，提升烟草企业
的管理水平，保持良好的发展态势。文中，一是利用 Pest 工具对衡水烟草环境进行了分
析：经济下行压力带来的挑战，社会环境变化带来的挑战，发展新常态带来的挑战；指
出要缓解这些压力必须从烟草自身管理升级上下工夫。二是利用价值链理论分析工具，
对价值链中基本活动和辅助性活动进行了全面分析，找到能提升的因素，即销售、售后
服务人力资源、采购、信息化等。这是作为商业企业的可控因素，通过这几方面的提升
改进能促进企业的发展。三是利用核心竞争力理论，找到衡水烟草企业的核心竞争力，
即专卖政策控制能力、市场控制能力、物流配送能力、内外部服务能力、品牌培育能力，
加强核心竞争力的方法和措施无疑也能提升企业的发展。总之，所存在的问题都是管理
问题，通过内部的管理提升，实现企业的发展

作为烟草商业企业，自身的管理升级已经成为决定企业命运的重要因素，是企业的
灵魂和未来，实现企业管理升级，对于推进烟草企业的发展具有非常重要的现实意义和
战略意义。结合一个理论两大工具，本文最终确定了提升管理升级的几个要点：深化市
场化取向改革、实施精益管理、加强终端建设、强化绩效考核、提升信息化水平等五个
方面。文中所提有一些是作者经实践可行的方法，有一些是正在尝试去做的想法，还有
一些是对未来的构想，总之，期待以对商业企业的管理升级研究为切入点，抛砖引玉，
从而为烟草企业的良性健康发展作出指引。IV
关键词：烟草企业 管理升级 市场化取向改革 精益管理 终端建设V
Abstract
The tobacco economy is a significant part in our country’s social and economic
development. And tobacco enterprises have become an important resource of our country’s
interest and tax and have played an important role in our country’s economic growth.
However, in recent two years, its development has confronted some problems. The fierce
competition in the tobacco industry has compelled tobacco commercial companies to make
great efforts to seek effective management approach so as to maintain or expand their market
share. This dissertation examines how effective management approaches affect tobacco
commercial companies’ development.
This paper focuses on how to reverse the disadvantages of the recent tobacco commercial
companies’ development so as to make them develop healthily. Based on the example of
Hengshui Tobacco Commercial Company, it analyzes the present situation and problems
existing in it and studies the important factors affecting the development of the enterprises
and presents the relevant strategies so as to make other enterprises know how to improve the
managing skills to keep themselves developing well through improving their inner
management. Firstly, using PEST Tool , the paper analyzes the internal and external
environment of Hengshui Tobacco Commercial Company in recent years: the challenge caused
by the press of the economic backward, by the changing of the social environment and by the
developing new general situation, and points out that the pressure can be lessened only if the
management of the tobacco commercial companies themselves have to be upgraded.
Hengshui Tobacco commercial company should change their business strategy to cope with the
new challenges. Secondly, with the help of the Value Chain Theory, it analyzes completely
the basic activities and supporting activities in the value-chain and tries to point out that
Hengshui Tobacco needs to improve the management approaches from the following aspects:
selling, the service after selling and human resource management, purchasing and distributing
to retailers, marketing information acquired, and so on. Thirdly, making use of the increasing
Core-competitiveness Theory, it finds out Hengshui’s surviving the competition of market,
namely, the ability of Monopoly franchise system, marketing control ability, delivery ability,
the ability to serve the customers internally and externally, the ability to develop the awareness
of establishing famous brands.
As tobacco enterprises, their own managing promotion has become a vital element
deciding their fate and is their soul and future . Realizing their managing promotion, it is veryVI
realistic and strategic for the development of the tobacco enterprises. Making use of “one
theory (core-competitiveness) , two tools (PSET, Value Chain)”, the paper ultimately decides
on the following five key effective management approaches: deepen the market-oriented
reform, carrying out the lean management, strengthening terminal construction , increasing
key performance indicator to motivate employees to complete their tasks willingly and
promoting the level of informationization. It should be pointed out that some ideas in the
paper belong to the writer’s here own working experience in Hengshui Tobacco Commercial
Company for ten years , some are tentative ones and some others are the imagination for the
future. In conclusion, it aims to attract more people who have interest in this field to offer
great ideas so as to guide the Tobacco enterprises to develop in a better and healthier way.
Key words: Tobacco enterprises, Managing promotion, Market-oriented reform, Lean
management, Terminal constructionVII
目 录
摘要......III
Abstract......V
1 引言.......1
1.1 研究背景...........1
1.1.1 研究目的和意义.1
1.1.2 研究现状.......2
1.2 研究思路、创新点及方法.........4
2 烟草商业企业管理升级的概念及文献综述...........5
2.1 核心竞争力等相关理论...........5
2.2 烟草商业企业管理升级的问题综述.7
3 衡水烟草企业发展存在的问题.........8
3.1 衡水烟草企业的传统管理模式.....8
3.2 衡水烟草发展存在的问题........11
4 衡水烟草管理问题分析..14
4.1 衡水烟草环境分析..14
4.1.1 政治环境分析..14
4.1.2 经济环境分析..14
4.1.3 社会环境分析..14
4.1.4 技术环境分析..15
4.2 衡水烟草企业核心竞争力和价值链分析........15
4.2.1 衡水烟草核心竞争力分析....15
4.2.2 价值链分析....17
5 对策及建议18
5.1 深化市场化取向改革 夯实企业核心竞争力.....18
5.1.1 突出信息采集的准确性和宏观调控的重要性18
5.1.2 加强品牌培育..19
5.1.3 发力农村市场..20VIII
5.2 实施精益管理 捋顺价值链流程...21
5.2.1 实施精益专卖管理..........21
5.2.2 实施精益营销..22
5.2.3 实施精益物流.........
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