The Research Of Optimized Sales Strategy Of Weifang Tobacco Company

Since the establishment and implementation of Tobacco Monopoly System, the economic system of China has a deeply huge change. The primary task for Tobacco Company is improving the management and sale abilities and development standards. For the cigarettes sales companies, the key point of work is controlling the cigarettes market and establishing the sales network; and they obtained some achievements:the cigarettes sale is increasing steadily and the economic profit is improving drastically. However, because of the development of economic globalization and the reform of Chinese economic system, Tobacco business is facing four severe problems:the slowdown of growth speed, the increase of cigarettes market stock, the shrink of products’structure and the approach of the demand turning point. Under this kind of serious background situation, the Tobacco Sales Company must make some efforts in market-oriented reform, marketing model innovation and the marketing model optimizing for further development.During the previous ten-year development period, Weifang Tobacco Company seized the "opportunities and obtained some achievements:the level of management was improved steadily, the economic profits were increased constantly, the professional quality of the entire cigarettes sales team was increased and the core competitiveness was enhanced sustainably. However, the tobacco market opened gradually and the market-oriented reform is pushing deeper; under this circumstances, some potential hidden problems in marketing strategy are surfacing. For Weifang Tobacco Company, how to find a better marketing strategy to break the sales development bottleneck is the urgent problem that is needed to be solved.Based on the marketing theories, this article analyzed the current sales condition of Weifang Tobacco Company and explored the specific problems and the reasons to those problems in the sales strategy. Based on the sales strategy problems, by analyzing both the external and internal cigarettes’sales environments, it will optimize the strategies. In the brand cultivation area, by cultivating high grade cigarettes, expanding the medium cigarettes and gratifying the low grade cigarettes market, the key tasks are the cultivations of Shan Dong products, low tar cigarettes and the slim cigarettes; and the target of brand cultivation should be clear by optimizing the strategies of cultivation, evaluation, classification, launch and innovation. In the price management area, relying on the market self-regulation and the internal effective intervention, guide the retailers’stock management; at the same time, the internal mutual supervision of retail self-discipline team is useful for the price control. In the customer relationship management area, it needs to create an environment of fair competition for the industry company; and offer the standardized, friendly arid different service by classifying the customers and products supply. In order to meet the demand of customers and to safeguard the legitimate rights and interests of consumers, create a sales combination strategy of brand cultivation, market and customer to dig the market potential and to guarantee the sustained and healthy development.