Marketing Strategy Analysis For China Tobacco Henan Industrial Corporation

With the acceleration of economic globalization,China joined the WTO and the "World Framework Convention on Tobacco Control",the advanced tobacco industry in the world has long been eyeing Chinese tobacco market,and wishes to have a share of the Chinese tobacco market.In order to deal with complex international competition situation,Chinese tobacco industry,in the past two years,has stepped up efforts to reform and integration,gradually merged small firms into a large group, such as the establishment of a series of Shanghai Tobacco Group,Hongta Tobacco Group,China Tobacco Hunan Corp,and other large tobacco groups.The same,after a series of corporate restructuring and integration,China Tobacco Henan Industrial Corporation(CTHIC) has emerged as the times require.At present,the competitiveness of Chinese tobacco firms is rising as a whole,the original cigarette factories competition has evolved into a competition among the large industrial groups,the National Tobacco Bureau has come up with the development strategy to nurture a "more than 10 large enterprises,more than 10 large Brands".Now main large industrial enterprises are around whether to enter the "two dozen" to compete fiercely.This thesis is starting from the current developing situation of cigarette industry, with analysis of the industry situation and the status quo of China Tobacco Henan Industrial Corporation(CTHIC),to find out itself competitive strengths and weaknesses of CTHIC,and utilizing SWOT analytical method to establish marketing strategies of CTHIC,and applying marketing theoretical knowledge to come up with the corresponding problem-solving,effective marketing strategies:product strategy, distribution strategy and promotion strategy,etc.This thesis is divided into five parts:The 1^st chapter,introduction part,to introduce the researching background,the meaning and methods of the paper;The 2^nd chapter,a detailed analysis of external marketing environment of tobacco industry; The 3^rd Chapter,to analyse the internal resources of CTHIC,and evaluate the strengths and weaknesses;The 4^th chapter,with the comprehensive SWOT analysis to come up with suitable marketing strategy,market segmentation and positioning strategy;The 5^th Chapter,according to the marketing strategy,establish the corresponding product,price,distribution,promotion marketing tactics. This thesis is applying strategic management theory & methods to analyse and research one of the functions of the strategy --- marketing strategy,and find "big but not strong" reason of CTHIC,and find the opportunity of market segmentation,and come up with improving suggestion mainly for product tactics.Sincerely hope CTHIC could pay more attention to the existing main marketing problems,actively improve the product tactics and upgrade product profitability & brand image to enhance enterprise core competitiveness.