Study On Management Of Retail Stores Of PZ Tobacco Company Based On Improvement Of Service Quality

The resource based review theory indicates that if a company or even an industrywants to be successful, it couldn’t be ignored that the market resources must be handledand utilized in an effective way.,Obviously, based on the marketing channel theory，terminal customers are the most valubale market resources in tobacco industry. Thus,the firm who is most popular among the end customers will become the market leadereventually. Moreover, the industry which is willing to enhance its values needs tofurther explore the retail terminal as well. According to the theory of channel memberclassification, cigarette retail terminal is the key partner to the tobacco businessenterprises; it does not belong to the tobacco firm, but act as the closest stakeholders.Only in the way of cooperating with retail customers effectively, can we ultimatelyincrease the firm’s value and enjoy the win-win development with our customers.By investigating and analying the management of cigarette retail terminal and theservice status quo of PZ tobacco companies, we found the deficiencies and problemsabout retail terminal management and service work which existed in our currentcompany. Through comprehensive analysis to these problems, the channel managementand terminal services relevant theoretical knowledge, this paper explores theimprovement strategies and measures which concern the next step to enhance theterminal management and service level.In order to construct the cigarette marketing channel suitable for maket economypolicy, we proposed improved strategies for the layerout of retail terminal, terminalclassification, and the supply of goods, image management, pricing strategies andterminal incentives by taking into account the future development trend of the tobaccoindustry and the service requirements of modern retail terminal. These strategies canenhance the controllability and competitiveness of marketing for tobacco salescompany.