Research On Marketing Strategy Of China Tobacco At WH

As a special industry of the national economy, China’s tobacco industry has played an important role for the country’s economic growth and social stability. But with China’s accession to WTO and step-by-step integration of global economy, the tobacco industry is facing many problems. Lack of advanced innovative marketing idea is the key factor impacting enterprise development for our tobacco companies WHich have been protected for a long time by the monopoly and franchise. Therefore, facing the new situation of the development of the industry, each of us needs to think about that how to change our management philosophy, adapt to the laws of the market, seize the opportunity, meet the challenges and achieve sustainable development finally.As the municipal commercial enterprise, China Tobacco at WH WHich has a separate legal personality is charged with the responsibilities of cigarette monopoly management and market development in WH. The same as the entire tobacco industry, it is also facing the challenges of reform in the internal management system and huge changes in the external environment. Analysis the environmental changes objectively, taking attention to the current problems and drawing our own marketing strategy are of great significance to China Tobacco at WH.Starting with the marketing environment faced by China Tobacco at WH, this paper analysised tobacco industry marketing characteristics at home and abroad firstly. Opportunities, threats, strengths and weaknesses were analysised emphatically with SWOT. Then the marketing strategy were drawed up for China Tobacco at WH, including brand strategy, distribution channel strategy, promotion strategy, network marketing, experiential marketing and so on. At last the safeguards of marketing strategy were determined.Based on the theory of marketing management and combining of WH tobacco specific marketing materials, this paper fully analysised the local market situation of WH and drawed up a marketing strategy in line with China Tobacco at WH by combinating qualitative and quantitative analysis. This paper not only proposes constructive advice for the future development of China Tobacco at WH, but also has certain reference value for the municipal tobacco industry to drwa up their marketing strategy.