The Marketing Strategic Change Study Of China's Cigarette-industry

Currently, the vast majority of our cigarette brands are regional, with very few national ones. But almost no one could claim to be an international brand. These brands generally have very narrow market coverage, and the visibility and impact of them are small. After re-entering the WTO, China has lifted a special permission to sell tobacco, the cigarette industry of our country is facing challenges from famous foreign cigarette brands. The development of New Retailing has confronted the China's already-existed cigarette sales network with potential competition, which would become the terminal target in the competition of domestic and international tobacco manufacturers. Therefore, the cigarette industry of our country must take a series of strategic conversions to deal with the external environment changes.China economy has made a great progress since the late 19th century. According to the development of the economy development, this paper gives brief reviews of every specified period of cigarette industry during the 100 years' development process first. Then, with the analysis of different management environment, the management concepts of each particular period have been summed up and advantages and disadvantages of each period has been compared by using the Marketing philosophy.Secondly, the current marketing strategies of the cigarette industry and its characters have been represented with the particular cases analysis of the industry. And the paper also points out the shortcomings of the strategy in current environment. Finally, in response to the "total marketing concept", the revolution direction of the marketing strategy in cigarette industry has been represented.