Hengyang City Tobacco Company Marketing Strategy

Facing the challenge of global economic integration, china's tobacco industry will have to stand at a freshly new, equal and open platform of international competitions, directly facing the strong competitors, taking part in the domestic and international market competitions. In the practical management practices, correct enterprise strategies are the fundamental premises of getting successes. As in tobacco industry, the marketing strategy studying has already become a big problem that is very urgent to be solved, which related to the future of the industry. Therefore, the marketing strategy study of tobacco industry has very realistic meanings.This article first discusses about the relevant theories of enterprise's marketing strategies, and analysis the current management situation of HenyYang Tobacco Company with its existing problems of marketing management. And then it has detailed analysis of the influences of both the external environment and the internal resources on HengYang Tobacco Company. Next, through the SWOT analysis of the company, it makes the strategic goals, cycles, and the strategies; it describes different marketing strategies and the concrete methods of difference-oriented competition. It also clearly explains the problems involved in the using of difference strategy. The difference-oriented competition mainly chooses the difference-oriented brand building strategy, which emphasizes the brand service, personnel image, and public-spirited activity, therefore it has practical operations. At last, through marketing strategy's implementation and control, the target could be successfully realized.The analysis of this article provides the development directions and goals for HenyYang Tobacco Company future marketing management: establish difference-oriented marketing strategy concept, and solve the exiting development problems of the company from the difference-oriented brand strategy, only in this way, the company's marketing management standard could fundamentally improved, the "bottlenecks" of development could be broken through and the company could step forward.