Research On ZC Tobacco Retail Customer Marketing Strategy Based On Customer Segmentation

In the macroeconomic downturn under the influence of smoking and tobacco control,especially in the current Chinese provisions for tobacco control has been more and more strict,smoking bans and tobacco continue to limit the proportion,people continue to reduce smoking issued under such circumstances,the Chinese tobacco operation market is undergoing tremendous changes,in this case,the tobacco industry Chinese the cigarette is facing running inflection point coming,maintain the industry stable development and profit steady growth pressure is obvious.Market oriented reform of tobacco industry carried out the new normal economic environment is to represent the general trend in the past,for a long time,there are many defects in the tobacco business operation way of selling is not precise,control method is not advanced aspects and shortcomings,leading to the city within the scope of creating famous cigarette brands is very difficult,a lot of effort but the effect is not good,that between the supply and demand of the tobacco market exists deviation caused by tobacco buyers is not very satisfied,but tobacco retail sector is not high profit loss phenomenon,whether the tobacco companies or retail revenue are worse,eventually bring fundamental influence is not conducive to long-term the development of the company.So,after entering the new century,is now faced with the social and economic development and the market situation of tobacco field,how to adjust the operation of the company and the way of thinking of making sales,sales operation scheme can adapt to the environment,the development of more scientific,more conducive to the development of the industry,and the real implementation of the specific work,so real to meet the market needs of the tobacco industry,long-term,scientific and efficient progress to boost tobacco field,will undoubtedly become the most urgent,the most urgent need to address the issue of the case company ZC faced.According to the current situation of ZC tobacco business,through the improvement of customer classification,scientific evaluation of customer value,using the modern marketing theory,precision marketing of cigarettes,to establish a brand image and win long-term competitive advantage.This paper is divided into five parts: firstly,this paper determines the research background,significance and research methods and technical route,and summarizes the relevant literature on customer segmentation and the tobacco industry,this paper lays a good foundation for.Secondly,this paper makes a deep research on the relevant theories ofmarket segmentation and customer segmentation marketing strategy.Thirdly,this paper analyzes the current situation of ZC tobacco retail customer evaluation,mainly analyzes the current situation of ZC tobacco,the classification method and classification standard of retail customers.Then,is the classification of ZC tobacco retail customers,mainly to the cigarette retail customer value evaluation index design principle,evaluation form and standard for evaluation were developed,then the ZC tobacco sale customer analysis and value evaluation of statistical cluster analysis based on classification model of customer groups,finally obtains the retail customer clustering results.Finally,it is the marketing strategy and safeguard measures of ZC tobacco.On the basis of the previous analysis,the paper puts forward the ZC tobacco retail customers' products,price,channel,promotion strategy,and formulate the corresponding safeguard measures.