Study On Situation Of Cigarette Sales And The Main Influencing Factors In Rizhao

As an important pillar industry of the national economy, Chinese tobacco industry for the country's economic development has made great contributions. China have joined the WTO and the "Framework Convention on Tobacco Control", the market process of the tobacco company is gradually accelerate, while industry is facing downward pressure on the economy, therefore tobacco companies should improve their competitiveness to cope with external pressures. In order to the analysis of tobacco companies' cigarette marketing situation precisely and show the relations between cigarette sales and its main influencing factors in Rizhao, this paper investigated cigarette sales data and major economic indicators of each area in Rizhao 2011 to 2015, and analyzing the correlation between them by using Spss, mainly the following conclusions:1.Urban household consumption and cigarette sales reached a significant level of correlation, GDP and cigarette sales were positively correlated. The total cigarette sales in 2015 was 10.56 million cases,2011-2014 average annual sales growth rate was 2.19%.In 2014 cigarette sales reached 114,200 cases, while in 2015 the economic impact of the downward pressure on cigarette sales dropout occurs. Rizhao City, the sales of every area exists large differences, the sales of Donggang is the largest, the sales growth trend is in line with Rizhao, The sales of Lanshan is the minimum. The sales amount is consistent with the total sales growth trend, it is increase in 2011-2014, and it is decrease in 2015.The growth trend of sales amount of Donggang, Wulian and Lashan is consistent with Rizhao's total. While there is a slight differ between the sales amount of Juxian and Rizhao. The single box sales value and gross profit of Rizhao is increasing.2. The level of consumption to the first and second types of cigarette sales was a positive correlation. The second type of cigarette sales particularly affected by the level of consumption the most obvious, correlation coefficient is 0.962, reached a significant level of correlation. With the increase of Rizhao residents consumption level, the first and second class will develop fast. The structure of the cigarette sales will improve. In recent years, the structure of various types of cigarette sales in Rizhao:the third type cigarette sales>the forth type cigarette sales> the first type cigarette sales> the second type cigarette sales>the fifth type cigarette sales, the third and the third type cigarette is the largest sales types which is the type residents preferred in Rizhao, with Rizhao income levels gradually increase, the second and the third type cigarette sales have gradually increased. The first and the second type cigarette is next, the tendency of growth was rising rapidly. The fifth type cigarettes consumption is least and the tendency is fell. Since the level of consumption and disposable income, the differences of cigarettes construction among every area are larger. The first type cigarette sales is more than the forth in Donggang and Lanshan. Although it is higher of the first type cigarette of single cigarette prices, but consumer demand remains high. The second type of cigarette is least in Juxian, and higher sales structure in Donggang and Lanshan.3. Rizhao GDP and various industries are in rapid development, people's living standard has gradually improved. In 2015, GDP reached 167.08 billion. The industrial structure developing optimized, thereby increasing the boost cigarette sales. The average retail price of cigarettes is one of the important factors in cigarette sales in Rizhao. The cigarette retail price is gradually increased, in 2015, it reached 107.71 yuan.4. The cigarette brand concentration greater impact on cigarette sales, but also have an impact on cigarette sales in the number of cigarette brands and brand specifications, the width of the large change brand on brand concentration, when the increase in cigarette specifications, brand focus degree increases, with the attendant will affect the brand's market share. So the compression brand, brand concentration increased, the width increases when the brand, brand concentration increased.