Research On The Precision Marketing Strategy Of SX Zhongyan Company

At the Fifth Plenary Session of the Communist party's eighteen Central Committee points out,during the period of 13th Five-Year Plan our country is still in an important period of strategic opportunities,which can accomplish a great deal,but also face many contradictions and increased challenges.During the 13th Five-Year,tobacco industry has an incredible development opportunities and favorable conditions,but facing challenges and tremendous pressure.In the face of pressure and challenges,the tobacco industry should develop a stable market,and must be innovate and upgrade structure.We must rely on management progress to promote conservation development,solid advancement of lean management and precision marketing.This paper consists of seven chapters.The first chapter is the introduction,which describes the research background and significance,the basic framework and research methods of this paper.The second chapter is the related theory foundation and research,firstly analyses the connotation and function of enterprise marketing,and then expounds the marketing theory of marketing management philosophy and several classic,laid a theoretical foundation for later research.The third chapter analyzes the current situation and problems of SX tobacco companies marketing work in the problem and the reason is explained the basic condition of SX tobacco companies,two is a comprehensive analysis of the basic situation of the development of the brand,market and marketing of SX tobacco companies,the three is the analysis of the existing problems of marketing.Product and brand development of defects,information and digital level is not high,the market and sales channels to develop slowly,the concept and means of promotion is relatively backward SX tobacco companies is the main problem in the current marketing.The fourth chapter analyzes the marketing environment of the SX tobacco companies,one is to analyze the macro environment of marketing,including the analysis of political and legal environment,economic and population environment and social and cultural environment,the two is the analysis of the micro environment of marketing,including suppliers,consumers,competitors and the public analysis,the three is the analysis of the company the internal environment,including the resources of the company,company ability and corporate culture,the four is the use of SWOT analysis,the SX tobacco companies faces opportunities and threats,advantages and disadvantages are analyzed.At present,the country actively promote smoking,people's consumption concept to upgrade,health awareness,industry competition is fierce,social public environmental protection and rights awareness of the continuous enhancement.Overall,the advantages outweigh the disadvantages,environment There are both advantages and disadvantages.,SX tobacco companies have obvious advantages,disadvantages are also more prominent.In the fifth chapter,the tobacco market segmentation and target market positioning of SX tobacco companies are studied.According to the current market tobacco companies SX regional distribution,should focus on strengthening the province market,selectively develop domestic market,actively explore the international market;choose according to taste preferences,should enrich the product type and flavor;choose according to the consumption level,should actively layout and the development of high-grade cigarette;according to the characteristics of products,should strengthen the fine cigarette the development and technical reserves.The sixth chapter SX tobacco companies marketing mix strategy.In terms of products,to optimize the layout of the brand and system construction,to vigorously develop the fine cigarette,insist on reducing harm to improve quality,improve product packaging design;in terms of price,the price range in the management of the cigarette industry,we will use a combination of image and penetration pricing strategy,pricing strategy and marketing pricing strategy;in the channel,to be good at using the Internet to develop a new way of marketing,to "go out" to develop the international market;in the promotion,to build a two-dimensional code platform,precise positioning of consumer.The seventh chapter analyzes the SX tobacco companies marketing strategy implementation safeguard measures.In order to better implement the marketing strategy of SX tobacco companies need to establish and implement the advanced development idea,strengthen the research and development of advanced technology,to improve the quality of staff and ability,improve the assessment and incentive mechanism,improve customer relationship management system.The study of this paper will not only help SX tobacco companies to improve the management level of marketing management and the whole management level,improve the profitability of the company and the market competitiveness,but also for the development of the whole industry.