Marketing Strategy Research On Tai’an City Scenic Area For XX Tobacco Company

In recent years, with the improvement of public health consciousness and the increasing of national tobacco control efforts, the marketing environment of tobacco companies has changed dramatically.Facing the challenge of basically stablemarket capacity, sales growth slowdown markedly, more diversified consumer demand and intensifying market competition,the tobacco companies pay more and more attention to the study of emerging consumer industry market demand, makes every effort to accurately grasp the direction of the market and development trend, efforts to improve the competitiveness of the enterprise’s profit ability and brand. On the other hand, as the star of the Shandong tourismcity,Tai’anhas rich tourism resources and broad consumer market, its tourism revenues accounted for about 8% of the GDP, and cigarette sales in the city’s tourism income always occupy a certain proportion. Under this background, XX tobacco company has launched the working mechanism of "Mega Marketing",andtoimplement"Taishan"cigarette accurate marketing programs for breakthrough, according to the characteristics of the tourism consumption market and the characteristics of the consumer buying behavior, formulate and implement more targeted and more precise marketing strategy, so as to improve and enhance the level of the company’s marketing and effect, to expand the brand influence and market share, gradually make "Taishan"cigarettes by the regional brand development become a key national cigarette brand.This paper first introduced the selected topic background, significance and research ideas, methods, this paper expounds the precise marketing theory and the important theory and the related content of the model. Then, through the analysis of the tobacco industry marketing environment, combined with the survey of Tai’an City scenic spot cigarette consumption market, further study on the tourism market cigarette consumption status and the characteristics of consumer buying behavior. Finally, from the basic situation of the current domestic tobacco industry, Tai’an City tourism market development situation and marketing status quo of ⅩⅩ company "Taishan" cigarette tobacco, under the guidance of 4 p marketing mix theory, analysis of the current problems existing in the marketing activities, and relying on the company’s resources superiority and the advanced information technology, develop and implement marketing strategies need to be adapt to the market. To search for more accurate marketing activity, attract and maintain the target consumption group, the company in the increasingly fierce market competition to a head, keep the advantage and vitality, constantly blaze new trails.This paper not only stay in the theory discussion stage, but also learn from some tobacco companies’ marketing experience in the tourism consumption market, and according to the specific situation of XX tobacco company and the actual condition of Tai’an City scenic, put forward some operable precise marketing implementation steps and the suggestion, for the same industry in other companies marketing activities have certain reference significance.