| The China tobacco industry is the important pillar of the national economy, having a special status in national economy. It also plays a very important role in China's economic growth and social development. Currently, China's tobacco industry has entered a new phase of historical development, especially after China entered WTO. Compare to large tobacco enterprises in advanced country, the Chinese tobacco companies confront with both advantages and challenges. They must have a clear understanding of its deficiencies, seize the opportunity, exert the advantage, rely on the progress of scientific and technological, strengthen and improve their operation management, lower marketing cost, improve the management efficiency to realize sustainable development of China's tobacco industry.This article adopts the method of input-output analysis based on the mutual relations and present situation of tobacco business enterprise cigarette marketing as research background to study the cigarette marketing in tobacco commercial enterprises from the angel of theoretical method and empirical measurement analysis. Through the analysis and application of input-output model in different departments of cigarette marketing, it offers a new research method of cigarettes marketing which provide a help for analyzing the cost of cigarette marketing by using the statistical analysis. Combine this method with other analysis method, it can provide the reference for department evaluation in cigarette commercial enterprises, cost reduction and the establishment of cost budget. The main contents and results of this thesis are as follows:Firstly, this article discusses how to program cigarette marketing input-output table. Combing with input-output table features of other fields, this article interprets the design idea of he input-output table in enterprise cigarette marketing of tobacco business. Based on the value chain concept of Baud to analyze the value of enterprise cigarette marketing in tobacco business, we can define marketing department of cigarette marketing. Secondly, qualitative analysis of the composition of cigarette marketing input-output table], discusses the setting of parameter and form a checkered table with mathematical symbols. Thirdly, to establish cigarette marketing input-output mathematical model according to cigarette marketing input-output table, we can calculate consumption coefficient expressions, influence coefficient expressions, reaction degree coefficient expressions and the matrix expression of line model and column model. Finally, we establish input-output model based on an example of municipal-scale tobacco enterprise. According to the direct consumption coefficients, completely consumption coefficients, reaction degree coefficient and influence coefficient of tobacco commercial enterprise, we analyze relationships and the correlation of all cigarettes Marketing Department, which can provide the basis for cost control, evaluation and expenses budget decision of commercial enterprise marketing departments. After the construction of tobacco commercial enterprise cigarette marketing input-output model and the empirical study on the tobacco company in a prefecture-level city, we put forward the following suggestions on the basis of the result of input-output model in the application of enterprise cigarette marketing: First, we should make the budget norm system of cigarette marketing department rationally. Second, we should improve the evaluation system of each cigarette marketing department and adopt cost control. Third, we ought to optimize logistics system, promoting the efficiency of logistics development and improving the leading role of logistics. Fourth, we should improve the management level of cigarette marketing and try to cultivate the professional human capital of cigarette marketing. Fifth, we should establish the database of input-output model of every unit in tobacco industry annually every year, providing a basis for benchmarking.Through the analysis of this thesis, we firstly introduce analytic approach of input-output model into the analysis of cigarette marketing in tobacco commercial enterprise, possessing meaning of the following two aspects: In theoretical aspect, input-output model is applied widely in field production, playing an important role in field production. However, it seldom applies to service industry, especially nonproductive service industry. Through the study of this thesis, we provide certain information for the application of input-output in service industry. Meanwhile, we provide a new research method for the analysis of cigarette marketing, emphasizing mathematical model and non-substitutability of statistical analysis in cigarette marketing analysis in order to promote the combination of the statistic method and traditional marketing means to share complementary advantages, perfecting analytical method of enterprise cigarette marketing in tobacco business. In practical aspects, the research of this article has realistic meaning, which is different from the traditional evaluation method of cigarettes marketing service. Through the input-output model to quantize the relation between different departments in cigarette marketing and cost consumption, it makes full use of the existing data resources and the results coming from the model to analyze the contribution of different department in cigarette marketing, driving effect and the way to reduce the cost. The evaluation of cost control of each marketing department has the incomparable advantages of general analysis method in tobacco business enterprise.The introduction of input-output into the analysis of cigarette marketing in tobacco business enterprise is a necessary requisition of China's cigarette marketing and a challenge and necessary requisition for enhancing the international completive power of tobacco business enterprise. Its expected outcome will exert an important impact on input-output analysis of non-productive service and the analysis of cigarette marketing in tobacco commercial enterprise. |
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