Countermeasure Study Of Modern Retail Terminal Construction In Qingdao Based On ’Famous Brand Market’

Nowadays, Chinese tobacco industry is faced with four threats, including tobacco controlmovement, structure reforms, establishing harmony and worldwide competition. To dealwith these threats,‘cigarette improvement’ is the key way, and ‘brand improvement’ is themost important restrictive part. To develop larger and stronger cigarette brands ofnationalities, cigarette retail terminal must play a prominent part in the process among themerchandise marketing supply chain, and the relationship with them must be strengthenedtogether with the cooperation of manufacturing companies and commercial companies oftobacco industry. To give play of the competitive advantage, the cigarette retail terminalsmust be united to the family of tobacco industry,Cigarette retail terminal is an important part of merchandise marketing supply chain, It isalso a key link that tobacco enterprises faces to their customers. The result of cigarette retailterminal construction will decide directly the tendency of tobacco industry. So it’snecessary to construct ‘modern’ retail terminals which has the effects of brandcultivating, publicity and promotion, market information research and consumer trackingbesides selling cigarettes. If the modern retail terminals could be partner of the cigarettesales network and build up friendship with tobacco industry, then a wider cigarette salesnetwork faced directly with the cigarette consumers would be established and the dream ofcompetitive Chinese-style cigarette would come into truth.Therefore,‘famous brand market’ was put forward by Shandong tobacco in2008,and Qingdao tobacco business enterprise begins to study the modern retail terminal constructionin building famous brand market by the project of helping the retailors to make commonprosperity. This paper aims to provide the theoretical basis and countermeasures on theconstruction of modern retail terminals for Qingdao tobacco to create ‘brand market’.Firstly, the thesis studies the theory of marketing channel, customer relationshipmanagement, analyses the retail terminal in the marketing channel and the purposes, meansand implementation of the theory of customer relationship management, strengthening thetheoretical basis of customer relationship management and modern retail terminalconstruction.Then, the current situation and problems of retail terminal construction by Qingdao tobaccocommercial company is introduced after a brief introduction of it.With the analysis of background， features and shortage of ‘famous brand marketconstruction’, and on the role of modern retail terminals in ‘famous brand marketconstruction’, the thesis put forward initiatively the opinion on measures including how toenhance the image of retail terminals, create the operating characteristics, strengthen thetraining of retail terminal, and carry out business zero synergy marketing, promoting themodern retail terminal function. These four measures are combined with Qingdao tobaccocommercial enterprises in the construction of ‘famous brand market’ and the practice of‘helping the retailer to become rich project’.At the end of the thesis, to ensure the measures above implemented smoothly, fivesafeguard measures are set forth, such as choosing reasonably retail terminals aimed tobuild, mining terminal services retail, strengthening the cigarette market supervision and the construction of talent team.Overall, with the tools of contrast analysis, charter analysis, quantitative and qualitativeanalysis method, the thesis on the modern retail terminal construction of commercialtobacco companies is systematic, creative and comprehensive with the countermeasuresbased on the practice of the project of helping the retailors to make common prosperity inQingdao tobacco enterprises. It can be referred to establish a modern network of tobaccomarketing, which is more efficient and competitive to develop national tobacco brands.