The Optimization Of Marketing Model For Cigarette In XiangTan Tobacco Company

Since 2002,China tobacco has experienced a series of changes of marketing model,established the municipal-scale tobacco companies for the main body in cigarette marketing,so it becomes more and more important to research marketing model in municipal-scale tobacco companies.So this article takes XiangTan tobacco company for example,derived from the author's work experience,has important significance for the development of tobacco industry.Along with the changes in the macroeconomic situation,the national economy goes into a situation that we call �New Normal�,as Fast Moving Consumer Goods,the cigarette become unpopular,there are many problem appear in cigarette marketing,such as prices continue to slump,market demand goes weak,customer become disappointed.In this situation,How to grasp the customer demand,raise the level of marketing,make the tobacco company become the modern enterprise,is an important issue which must be solved.This article based on Customer orientation,Value Chain Model,Resource-Based View,Systems Theory and Innovation Theory,analysis the cigarette marketing model in Xiangtan tobacco company,optimize the existing schema,get rid of the method which is controlling market by administrative means,change into Market-oriented means,establish a new marketing model which include market information collection,management of customers,source distribution,design marketing management operating tools which are used in the overall control.The improved suggestion and designed proposal received a good performance in this branch of Hunan provincial tobacco corporation,offer some reference value in basic level merchandising.But in the process of marketing,there would be many other things to research and improve.