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近年来,社会卷烟库存持续高位运行,零售终端的毛利率趋于下滑。宜昌市烟草公司作为一个地市级卷烟商业企业,要在当前形势下提升终端建设,以终端建设为突破口有效推动企业可持续发展,这是当前值得研究的重要课题。本文应用客户关系管理理论和零售终端理论,在研究宜昌市公司现代零售终端建设现状及问题的基础上,寻求适合宜昌市烟草实际的零售终端发展之路。
In recent years, social cigarette inventories continue to run high, the gross margin of retail terminals tends to decline. As a prefecture-level cigarette commercial enterprise, Yichang Tobacco Company should enhance the terminal construction in the current situation and effectively promote the sustainable development of the enterprise with the terminal construction as the breakthrough point, which is an important issue worth studying at present. This article applies the theory of customer relationship management and retail terminal theory to research the actuality and problems of the modern retail terminal construction in Yichang City and seek the suitable retail terminal development way for tobacco in Yichang City.