Research On Marketing Strategy Of Zhoukou Tobacco Company

As an important industry and an major tax revenue contributor in the national economy,the tobacco industry is exclusively owned by the state.The enlarged scale and the yearly increased tax pays are attributed to the many years of business development.However,with the implementation of tobacco control regulations,the increased public health awareness and the macroeconomic impact has gradually weakened cigarette consumption,approaching the inflection point.How to guarantee the contribution of tax interest to the economy in the case of the limited consumption is a problem that the tobacco industry confronted with.Zhoukou ranks the fifth in area,the third in population,and the second in cigarette consumption in Henan Province.With a large population and a vast territory,it occupies a pivotal position in the cigarette market in the province.The current cigarette business is facing unprecedented pressure and predicament,the change of business mode and the optimization of marketing strategy is imminent.Based on the basic theories of marketing and consumer behavior and started from the actual operation of Zhoukou Tobacco Company,this paper analyzes the marketing strategies such as the environment,product procurement,supply delivery,brand cultivation,channel management,publicity and promotion.The favorable factors and existing problems are identified and consumer behavior research is conducted in this direction to support the analysis and track the key issues.According to the results of the analysis and research,the optimization is designed from four aspects: product strategy,channel strategy,price strategy,and promotion strategy.Through this study,it is found that the cigarette consumer market in Zhoukou City is guaranteed in terms of scale,and there is still room for the structural grade growth.The next step aims at "steady efficiency gains" instead of pursuing the sales volume.With the focuses transferred to its own marketing management,the level of marketing and the ability to control market demand should be improved.Through the marketable products,scientific and healthy brand cultivation,solid terminal construction,and constantly optimized service design,the continuous improvement ofthe enterprise’s business level will be achieved.It is hoped that this paper can establish a model for the company’s management decision and also can provide reference for other peer companies.