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笔者依据文献调研方式,基于全球营销渠道理论研究结果,从特许专卖的角度深入分析烟草行业的渠道终端控制的现在及存在的问题。依据市场成熟的渠道控制理论,对烟草的营销渠道终端实行体系评估,运用层次分析法,得出影响渠道控制的各级指标权重,结合绍兴烟草实例进行了验证性分析,并提出一系列对策建议。
Based on the literature research methods and based on the findings of the global marketing channel theory, the author deeply analyzes the present and existing problems of the channel terminal control in tobacco industry from the perspective of franchising. According to the mature channel control theory in the market, this paper evaluates the terminal of tobacco marketing channels, and uses the analytic hierarchy process to get the weight of indicators at all levels that affect the channel control. Based on the case study of Shaoxing, this paper makes a confirmatory analysis and puts forward a series of countermeasures .