Research Of The Marketing Strategy Of M Tobacco Company

With the reform of the industry and the development of the market economy,China Tobacco,which has long been in a state of monopoly and imperfect competition,is under the pressure of institutional reform and market competition.Under the new situation,in order to achieve greater development,tobacco companies must use systematic and advanced marketing theories to guide their operations and formulate effective cigarette marketing strategies to enhance market competitiveness.Through the analysis of marketing status quo,we found that there are many problems in the current marketing strategy of M Tobacco Company.For example,there are many problems in the brand specifications,such as unbalanced development,poor management and marketing ability in retail channels,little sales promotion results,Relationship management is not in place.In-depth exploration of the causes of the problem,one is the concept of backward marketing;second is the imperfect brand system;third is the channel construction and management is backward;Fourth,the lack of overall marketing means and promotions;Fifth,personnel capabilities and quality to be improved.To solve the above problems,we must use innovative strategies to drive the market development of M tobacco companies.The first chapter introduces the research background,research significance and research methods;the second chapter introduces the related concepts and theoretical basis;the third chapter uses PEST and Porter five forces model to analyze the marketing environment and marketing status quo;the fourth Chapter describes the marketing strategy in the existing problems and the reasons for the existence of the problem;M company marketing issues and the reasons for the problem,put forward suggestions to improve marketing strategy.The innovation of this paper lies in:(1)Based on the review of relevant theories and literature,this paper explains the problems existing in the marketing strategy of M Tobacco Company and explores the causes of the problems through comparison and reference.(2)M tobacco company marketing strategy to improve the program,put forward proposals to improve market segmentation and marketing mix.