卷烟营销水平的关键影响因素分析

根据实地调查的资料并参考有关文献，通过系统分析和诊断，应用层次分析法归纳总结，确定影响卷烟营销水平的5类共22个因素。然后利用决策试验与评价实验室法，根据各影响因素之间的互相关系，建立直接影响矩阵并求出综合影响矩阵，通过计算各因素的影响度、被影响度、中心度，考察因素综合影响关系，确定卷烟销售潜量、政府和公司对营销工作的重视程度、营销模式、现代营销手段等是影响卷烟营销水平的10大关键因素。在此基础上，提出应从创新营销模式，扩大卷烟销售规模，强化现代商业企业和营销队伍建设等方面促进“卷烟营销上水平”。

Key factors influencing the superior level of cigarette marketing system

According to the data of the field investigation and other literatures, through the system analysis and diagnosis, by inducing and summarizing with the AHP, a total of 22 factors in 5 categories that influencing the superior level of cigarette marketing system is first determined. Then using decision-making test and evaluation laboratory method, based on the factors＇ relationship, this paper sets up a direct effect matrix and obtains a comprehensive effect matrix. By calculating degree of influence, degree of being-influenced and degree of center for every factor, studying the relationships of comprehensive effect of factors, a total of 10 key factors among them are cigarette sales potential, emphasis of the government and the company on marketing work, marketing model, modern marketing methods, marketing service mode,and so on is determined and analyzed systematically. Finally, some suggestions are put forward to accelerate the superior level of cigarette marketing system： to innovative marketing mode, to expand the scale of cigarette sales, to strengthen the modern business enterprise and marketing team construction.