Research On Marketing Strategy Of Cigarette Consumption For Young Group In Tobacco JS Industrial Company

With China's economy entering the new normal,Consumption has become an important growth point and engine of our country's economy.The characteristics,influencing factors and consumption trends of consumers' consumption gradually become the main content of consumer research in all walks of life.Only if we really penetrate into consumers can we take a place in the fierce competition market.Tobacco companies are no exception.At present,China's tobacco industry is carrying out market-oriented reform,which requires cigarette companies to transform”facing consumers" into "in-depth consumers",and analyze the types,behaviors,preferences and habits of cigarette consumers.It should be noted that the young consumer groups in the Chinese tobacco market are rising and are showing a stable purchasing power as they growing older.Though the share of young group in cigarette consumption market is not large enough,the young group will become the backbone of cigarette consumption market with the increase of age and income.The company should attach importance to their existence and put it in an important position in the process of brand cultivation and marketing optimization.At present,there are many studies on cigarette consumer behavior research and cigarette marketing strategy,but there are few systematic studies on cigarette marketing strategies for young people.Based on the above reasons,this paper chooses young group as the breakthrough point to explore the marketing strategy of young group.This paper mainly adopts the methods of investigation and case analysis.Through field research and online research,we can understand the group characteristics,consumption behavior characteristics and the influencing factors of young cigarette consumers,so as to provide basis for the formulation of marketing strategies.Through the analysis of the current cigarette products,marketing strategies,we summarize the gains and losses,to explore the point of reference.This paper uses the theory of consumer behavior,typical cigarette consumer behavior theory,marketing management theory,combined with the research results,to make judgments on the characteristics and trend of China's population of young cigarette consumption.It obtains that for the young groups,smoking rate will decline in the long term,and cigarette consumption structure still has the potential to improve,the gift property of cigarette is still outstanding,the healthy consumption is more and more active,the taste demand is more personalized and diversified.Besides,the requirements for the convenience of purchase channel,operation standardization and store cleanliness are relatively high.Combined with the product innovation,marketing strategies at present,from market segmentation,target market selection,market positioning,product,price,channel,promotion and other aspects,we gives the optimization suggestions of marketing strategy and specific implementation steps.In addition,we clarify the implementation of security measures from the optimization of organizational structure,corporate culture construction,social responsibility and consumer environment construction.In the future,only constant in the market positioning,product innovation,marketing strategy and other aspects,can we create high brand-value,structure support,reputation,image,style characteristics and the core status products,so as to meet the demands of the young consumer groups,to increase contributions to the national revenue.