Precision Marketing Study On Tobacco Company In Xiangtan Province

Precision marketing is a more cutting-edge marketing theory today. In the support of modern information technology, it enables companies to achieve measurable low-cost expansion.In the tobacco industry, due to the impact of tobacco control by the world, the marketing environment has become increasingly tense. Tobacco commercial enterprise only make full use of modern information technology to do the internal supply management, rapid response to market, in order to increase sales and obtain higher efficiency.This paper first describes the basic theory of precision marketing and the personality system, pointed out the difference between precision marketing and traditional marketing. On the basis of theory, summarizes the way of the tobacco industry to achieve precision marketing, then start from the company’s marketing environment, the present situation and existing problems of Xiangtan tobacco, expounds the tobacco companies on how to collect market information, for accurate delivery of supply, fine management, and achieve precision marketing process in the last. The practice has proved that through precision marketing Xiangtan tobacco’s cigarette sales and operating profit get growth. At the same time, it also brought other benefits.Through the research of the reasons, conditions, environment and mode of the implement of Xiangtan tobacco’ precision marketing, the main conclusions of the study are as follows:First, effective use of modern information technology can achieve higher efficiency of marketing.Second, industrial and commercial enterprises are not isolated, with economic development, they are becoming increasingly tight. It is necessary to build the value chain of supply between the tobacco industry and commerce, form a greater joint force to achieve to improve efficiency, control costs, and reduce the trading, logistics and settlement costs of the entire supply chain.Third, the establishments of mechanisms of rapid response analysis of the market states will help improve the decision-making level. Fourth, the precision marketing has optimized the internal supply management mechanisms.