Research On Marketing Strategy Optimization Of Thin Cigarettes In CD City

In recent years,Chinese thin cigarettes have become a new growth point to support the steady development of China's tobacco industry,promote the upgrading of cigarette product structure and enhance the brand image of cigarette products.With the increasing demand for tobacco control at home and abroad,affected by the unbalanced,uncoordinated and unsustainable contradictions in the development,the growth rate of CD tobacco companies has shown a decreasing trend year by year.Driven by the trend of consumption in the country,supported by the growth of the category of thin cigarettes,thin cigarettes have become a new momentum to stabilize the sales of cigarettes in the market.Judging from the existing data,if there is no support from thin cigarettes,the total cigarette sales in the whole city will decrease overall.According to the product cycle theory,the rapid development of Chinese thin cigarettes has gone through five years,is now in the "growth" to "mature" transition,policy support is gradually weakening,consumption is gradually returning to rationality,at this time to strengthen the future trend of thin cigarettes research and judgment,optimize its marketing strategy has important practical significance.Firstly,this paper summarizes the current research situation at home and abroad and the related marketing theories.Secondly,focusing on the overall development status of the CD tobacco companies,through comprehensive data collection,extensive data collection,in-depth market research,questionnaire,the CD city thin cigarette sales volume,structure,brand development and marketing strategy still exist the question.The topic is expounded.Then,in view of the current situation and problems,PEST analysis and SWOT analysis were used to analyze the internal and external development environment and its own advantages and disadvantages of thin cigarettes.At the same time,the consumption behavior of fine cigarettes was quantitatively analyzed,the main reasons for the problems were found out,and the future development trend of thin cigarettes was defined.In view of the reasons for the problems,this paper optimizes and upgrades the marketing strategy from four aspects: product strategy,promotion strategy,channel strategy and service strategy.It puts forward four safeguard measures to promote the construction of integrity self-discipline group,the construction of Weixin service platform,the construction of smoking civilization environment and the overall optimization of performance appraisal system.Strategy implementation.In this paper,through the optimization strategy to further accurately positioning consumer demand,rational planning of marketing strategy,to promote thin cigarettes in sales,brand,structure to achieve new breakthroughs,tap the value-added space for enterprise development,effectively address the current tobacco industry development dilemma.This paper will also validate the proposed optimization strategy through the successful experience of local thin cigarette Jiaozi(fine-style cigarette)in the CD cigarette market.