Zhuzhou City Cigarette Sales Network Quality Of Service Optimization

Along with the development and perfection of our socialistic market economy, particular the change of tobacco market surroundings after China's entry into WTO, the tobacco industry is confronted with the challenges from retail terminal control. Due to the tobacco enterprises has long been in monopoly, service consciousness and service quality both are not so desirable. Therefore, developing the sale network of cigarette is going to be a "life project". In recent years, China cigarette sale network has been increasingly developed through its continual practice and exploration. So far, cigarette operation has turned into service marketing from product marketing, also it has formed a network model, that is, order by phone, settle by electron, match online and modern logistics. It is well aware that only the improvement of service quality can guarantee the "three satisfactions", from cigarette retailers, cigarette enterprises and cigarette consumers, and then dominate the retail terminal accordingly.The paper first analyzes the confronted challenges and the present sale network of china tobacco industry, then summarizes the theories of cigarette sale network construction and service marketing. Consequently, it analyzes the cigarette sale environment in Zhuzhou area from three angles, including macro-environment, potential competitors and cigarette consumers. What's more, it put forward the necessity to improve service quality.On the basis of analysis of present cigarette sale situation, existing problems and service things on cigarette sale network construction in Zhouzhou area, this paper devises a questionnaire and do a market research on service quality of cigarette sale network, aiming to find key perceivable factors on sale network service and effective factors to affect service quality, and then make a analysis of present situation of service quality.According to "disparity model" of service quality, and starting with key perceivable factors that affect service quality most, this paper finally put forward optimization strategies on service quality in terms of five angles, including service discrimination, internal marketing, service quality management, demonstration and appeal management.