The Marketing Strategies Of Xinjiang Tobacco Enterprises In A New Situation

Since1982the State Council decided to implement the "unified leadership, verticalmanagement, monopoly franchise" management system for tobacco industry, tobaccoenterprises from small to large, from decentralized to centralized, has been gradually growing.However, China’s economic system changing, after joining World Trade Organization, theinternational competition pressure, it is often seen. The current competitiveness, Chinesetobacco enterprises to change the weak. In2008April, the State Tobacco Monopoly Bureauissued a "within the people’s Republic of China cigarette packaging labeling requirements",2009January, Chinese cigarette packing collective face,"smoking is harmful to health"warning from side to side, also has a "smoking is good for your health.", has shown a signalstate to start smoking; and in May26,2009, the Ministry of Finance and the StateAdministration of Taxation proposed again point to the tobacco enterprise policy, adjust theconsumption tax of cigarette products, to regulate the industry from the perspective of income.Effects on tobacco control and the adjustment of consumption tax policy, China tobacco willface a new test, tobacco enterprises also need to find a new way.This paper attempts to in this big background, through the investigation and analysis ofmarketing situation of Xinjiang tobacco company, found the existing problems, and putsforward the corresponding countermeasures based on the analysis of the problem. It describessituation, analyze the causes and the countermeasures proposed the idea to start. In thedescription of the present situation of this part, mainly from the current marketing situation ofXinjiang tobacco enterprises with foreign tobacco companies, marketing status of Xinjiangcontrast, found that Xinjiang tobacco marketing gap. Analysis of the reasons for this part,mainly from the aspects of the network construction, marketing personnel’s comprehensivequality, service model to analyze the causes of the current marketing situation. To solve theproblem in this part, the main problems and formulate corresponding strategies. Contains theservice marketing strategy, image marketing strategy, brand marketing strategy and humanresources strategy. The final part, draw a conclusion: through the "optimization mode, perfectmechanism, strengthen service, enhance the ability of" new requirements to innovation,customer manager mechanism as a breakthrough point, strengthening the capacityconstruction of client manager and retail customers, finally to improve the terminal building,to create the sun tobacco.