A Study On Formulating Hengyang Tobacoo's Marketing Strategies: From The Perspective Of Consumer Behavior Theory

Cigarette consumers in the end position of the entire supply chain are the ultimate tobacco users, which are "final arbiter" of cigarettes commodity's value realization. Therefore, consumer choice and consumer satisfaction ultimately determine the future of the tobacco industry. In short, the consumer market cannot be ignored, we should Treat cigarette consumer as retail customer. Consumer behavior analysis should be introduced into the tobacco marketing strategy development, We can correctly understand the psychological needs of consumers, effectly target consumer segments and appropriately adopt marketing policies.. Especially in understanding consumer demand, based on the adjustment of product development strategy to guide the production of tobacco products,Tobacco company can improve its CRM and improve the success rate of product development and brand building. With the rapid development of marketing.Theory and consumer behavioral research, The combination of consumer Behavior-related theory and marketing strategy has become an important trend in the development of the tobacco industry sector.In this study, We analyzed tobacco consumption behaviorusing the buyer behavior models. In the meanwhile, through analying Hengyang tobacco's marketing strategies, this study stated briefly it's merketing existing problem. Combined with the actual operation of the tobacco market in Hengyang, We proposed the marketing strategies development's priciples and analyzed consumer segement of Hengyang tobacco. According to the results of Hengyang tobacco consumer behavior analysis, We identified.the target consumer of tobacco. Also from the perspective of the purchase decision process, This study developed a set of differentiated marketting strategies which including.. product strategy, pricing strategy, channel strategy and distribution strategy, as long as supporting measures including the personnel of the marketing team, category management, business collaboration, terminal channels and database construction. Through the implementation of this article, Hengyang tobacco had opportunities to transform the target consumer to loyal consumption group, increasing consumer number, improve the brand competivivness and market share.This paper argues that should be sufficient to carry out consumer-centric experience marketing, the transition from traditional product sales and services sales, and respect the emotional needs of customers. Master consumer psychology, consumer motivation and consumption data, and changes in trends in the consumer market so as to formulate appropriate marketing strategies according to different consumer characteristics, to meet the different consumer groups continue to meet and guide the consumer demand.