Precision Marketing Strategy Of China’s Tobacco Companies To Retail Customers

With the development of economic globalization and information industry, theenterprises are faced with the unprecedented challenges from the external marketingenvironment. Firstly the quick development of information network makes theproducts similarities increase, which results in the even morefierce competition with anindustry. Secondly the customers are more easily to access the information. It meansthat they have more choices and their needs are more personalized and diverse. Itposes the new challenge to the enterprise marketing activities.Chinese tobacco companies are now facing increasingly fierce competition at homeand abroad. Development of the tobacco industry is also facing four big challenges:tocontrol tobacco, to improve the system, to build a harmonious environment, tocompete with international enterprises. With the performance of <FrameworkConvention on Tobacco Control>, theconstraints on the tobacco environment will bemore stringent.In order to withstand the external shocks, the tobacco companies onlycontinue to innovate and makethemselves bigger and stronger.As a new way ofmarketing, precision marketing refine the corporate marketing strategy from threeaspects: precise information, accurate delivery, meticulous management.As leadingtobacco brand in China, ZH brand has made a positive attempt in the field of precisionmarketing from2009.Combing with its actual characteristics, ZH brand creates atobacco PM road with Chinese characteristics which is fit for the development ofindustry-wide brand.The thesis has made in-depth research on theZH brand based on the precisionmarketing theory. The thesis composes of5chapters. The first chapter is anintroduction of background, purpose and significance of the study. It reviews andsummarizes the previous studies, and proposed research contents and methods. Thesecond chapter is an introduction ofthe development opportunities and challenges ofZH brand. It mainly describes the cigarette environmental challenges at home andabroad, then it analyses the cigarette industry opportunities whichthe development andreform bring about.The third chapter is an introduction of the development of precisionmarketing theory on ZH brand. It mainly describesthe specific processes onZH brand precision marketing from four aspects: the significance, characteristics,contents and keys.The fourth chapter is an introduction ofZH brand precisionmarketing strategy based on analysis of customer data.Through lots of customeranalysis in Shanxi province,it discusses in detail how toanalyze the problemsencountered in specific markets from the three aspects of the precision marketing. Thelast chapter is a summary of the whole thesis and prospect of the future studies.