Research On The Transformation And Management Of Tobacco Retail In JMD Trading Company

At present, China’s tobacco retail industry has entered the stage of a heating up competition. With the introduction of a series of national regulatory policies and industry integration, differentiation appears in China tobacco retail market. Market competition mainly reflectes in two aspects:the negotiating capacity of the upper reaches of the enterprise and the grasp of the consumers. Facing the new period of severe industry environment, the tobacco retail enterprises must actively explore the transformation scheme to survive and develop at present. Based on deeply awareness of the main business of tobacco retail market segments, the enterprise should expand non tobacco business to enlarge the source of revenue, meanwhile it is necessary to enhance the core competition ability. By the deeply analysis of advantages and disadvantages of enterprise, there are two ways for the security transformation:one is to maintain existing tobacco business profits; the other is to open up new sources of profit to enhance its core competition ability, both of which will lead the new direction of the future development of the enterprise.In this paper, based on existing problems and shortcomings of the JMD business chain enterprises as the research object, it discusses the following aspects and puts forward ways and ideas to solve the problems. First of all, this paper describes the basic theory of retail management, studies the present status in and abroad and reviews other similar chain business successful cases. Secondly, with the references of relevant theory, it describes the current situation of retail management of JMD company to find out the problems and deficiencies of its retail management. Thirdly, it puts forward the corresponding countermeasures of retail management through three levels:market segmentation strategy -- to enhance the level of service. Finally, it puts forward two measures to ensure the implementation of retail management optimization program. This paper aims to provide a reference for the tobacco retail industry to improve the survival and market competition ability and provide reference for enterprises to implement effective retail management.