Changsha Tobacco Corporation's Research On Consumer-focused Marketing Strategies

A new situation has come to the tobacco industry in China: the buyer's market is emerging universally, the internationalization of domestic market is becoming a reality, and "Framework Convention on Tobacco Control" (FCTC) has taken effect.To challenge the increasingly severe competition in tobacco market, The Chinese government has led the reforms (such as "Separation of industry and commerce" etc.) of the domestic tobacco industry to improve the competitive ability of tobacco firms as sellers and manufacturers.Changsha Tobacco Corporation is a subsidiary company of Hunan Tobacco Corporation. As the only legal distributor of tobacco in Changsha region, Changsha Tobacco Corp. has been operated under the system of planned economy since a long time ago, thus it has a poorer competence of operation correspondingly, lacks in strong will of service, and has little understanding of the actual situation of the tobacco consumers in Changsha.Today, the consumers as target is become more and more segregated and their needs become variegate. As enterprise of business and trade, Changsha Tobacco Corporation, which want to remain invincible in fierce competition, need to master the first-hand information of consumers and make marketing strategy guided by consumers, to adjust the in-depth contradiction between planned production of tobacco industry corporation and consumers' requirement which is various and volatile.This thesis will deliver a detailed and deep research on the consume psychology, habit and behavior of the tobacco consumers in Changsha region referring to the study is set in the actuality of marketing and sales of ChangSha tobacco corporation. It intends to find out the consumption law of the tobacco consumers in Changsha and make corresponding marketing strategy guided by consumers in integration of brand, construction of channel, mechanism of order. This can make sure the consumers get the tobacco production they required low cost, convenient, in time and reassuring, and increase value of transferring, which makes consumers really satisfied.