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烟草商业企业市场运行情况的信息采集和分析是建立现代卷烟营销体系的重要基础性工作。市场信息的采集、分析与利用驱动着需求预测、货源组织、货源供应和品牌培育等营销关键业务的开展,是订单供货的起点、工商协同营销的依据、把握市场的前提。以信息化为基础,建立一套市场运行分析和监测的体系对烟草商业企业十分必要。
Information collection and analysis of the market operation of tobacco business enterprises is an important foundation for the establishment of a modern cigarette marketing system. The collection, analysis and utilization of market information drive the development of key marketing businesses such as demand forecasting, supply organization, source supply and brand cultivation. They are the starting point for order delivery, the basis for industrial and commercial collaborative marketing, and the prerequisite for market access. Based on informatization, establishing a system of market operation analysis and monitoring is very necessary for tobacco commercial enterprises.