The Construction And Management Of Cigarette Marketing Channels Research

Marketing channel, as an element of marketing management 4Ps, plays a critical role for business marketing decision.Marketing channel management research becomes extremely important because channel has some traits such as establishing process is slow, hard to change when it has been established, as well as hard to control for business.As a special industry, the tobacco industry plays an important role in China national economy, but the market competitive power of tobacco commercial enterprise has not been improved for the monopoly administration. After China assessed to WTO, economy integrate with world economy, multinational tobacco companies speeded up the pace of Chinese market penetration, the domestic tobacco business enterprises had some potential problems such as low efficiency and weak competitive power appeared. They had to face with the new challenge of dealing with foreign fierce competition. To enhance competitive power of China tobacco companies, we must strengthen marketing ability of tobacco companies, particularly in channel management.The article bases on marketing channel network layout. monopoly management and service satisfaction about cigarette retailers for company management situation of Xi shuang ban na tobacco companies, through conducting some surveys and in-depth interviews to local tobacco consumers and retailers, as well as analyzes research statistics, masters of marketing channels management status and problems of Xi shuang ban na tobacco companies；manages relevant marketing channel management theories, draws on marketing channel management experience which is from the domestic and foreign cigarette enterprises, analyzes marketing channel problems of Xi shuang ban na tobacco companies, uses fuzzy comprehensive evaluation method to investigate star rating retailers about service satisfaction of cigarette company, finally suggests that some proposals such as rationally sets up sale outlets, increases cigarette market inspection, uses differentiated and personalized marketing, implements chain operation and enhances marketing management ability of customer managers, hoping that the result of this article could strengthen marketing channel management of Xi shuang ban na tobacco companies,improving martet control capability and sustainable competive advantage,playing a positive role which adjust the level of tobacco sale management.