Huaihua Tobacco Company Marketing Channel Optimization

Along with the tide of economic globalization and knowledgeable, the world tobacco industry is developing towards the direction of industrial centralization, operations globalization, high technology, lean production and product environmental protection. After China's assess to WTO, the entry of multinational corporations makes Chinese tobacco industry face with opportunity and challenge.As a primary local tax payer, Huaihua Tobacco Company, which specializes in selling under the monopoly system, its cigarette marketing channel is in a relative stable and ordered state. But this company faces the keen competition from domestic and international companies in the cigarette market after China's entry to WTO. And the factors which affect the marketing channel design of the company become more and more complex. For these reasons, the company must analyze the advantages and disadvantages of the original marketing channel, and then carries on the effective integration to it to form a set of reasonable cigarette marketing channel strategies.Based on this, the paper bases on the marketing channel theory, takes the cigarette marketing channel of Huaihua Tobacco Company as the object of study and analyses the internal and external marketing environment of this company as well as the product's different demands as expense characteristic, the population recognition, the custom, smoking taste and so on. According to these, this paper formulates the cigarette marketing channel goal of this company and proposes some corresponding adjustment strategies and implementation suggestions of marketing channel including the establishment of marketing channel brand, utilization of electronic commerce, construction of retail terminals, cultivation of marketing team and so on. The paper has a good practical application value to construction of the cigarette product's marketing channel of the Huaihua Tobacco Company; in addition, it also has reference meaning to similar products' marketing channel construction and management.