Study On Optimization Of Shaoshan Tobacco Marketing Strategy

For a long time,China’s tobacco industry is the implementation of the national monopoly system,the state tobacco industry to take "unified leadership,vertical management,monopoly franchise" policy.After continuous development,the tobacco industry’s product quality continues to improve,business behavior continues to regulate,and gradually protect the interests of consumers,steadily improve the national revenue.But in recent years,with the development of industry and the development of market economy,China’s tobacco industry is facing the "four problems" and "four challenges" of the heavy pressure to develop into the bottleneck period.In 2016,the tobacco industry has emerged as "three major declines" and "two high" phenomenon,marketing strategy,marketing internal supply and demand,and the impact of external factors such as the "new normal" and the demand for tobacco control in the social and economic development Relations and the development of tobacco brands and so on began to gradually come out,marketing system reform has been urgent.Shaoshan Tobacco Branch is facing the common problems of the tobacco industry development,optimize the marketing strategy of enterprises,enhance the competitiveness of products has become the current Shaoshan Tobacco Company’s important demands.Based on the review of relevant literatures at home and abroad,this paper expounds the concept,connotation and purpose of marketing,combs the relevant theories of marketing,analyzes the characteristics of tobacco marketing,and explores the characteristics of Shaoshan City,which is based on the current situation of Shaoxi Tobacco Branch Marketing System.Tobacco industry,the basic situation of marketing;and then,in its analysis of its macro environment and industrial environment,from the company’s logistics management,human resources and procurement and other aspects of its analysis of its internal environment;followed by Shaoshan Tobacco Branch marketing status,Analysis of Shaoshan tobacco company marketing aspects of the main problems.Finally,according to the actual situation,from the product strategy,price strategy,channel strategy,channel strategy and other aspects of marketing strategy optimization recommendations.In order to ensure the smooth development of marketing strategy,this paper from the company organizational structure,financial security system,marketing strategy,production management measures and corporate culture to develop and control the specific measures.At present,in the face of the new situation and new requirements of the development of the industry,the tobacco commercial enterprises are concerned with the research and application of the marketing strategy.I believe that the research results of this paper not only provide the beneficial suggestions for the development of Shaoshan Tobacco Company,In the cigarette marketing strategy to improve there will be some reference value.