| In recent years,"public place smoking ban","government expenditure strictly prohibit the use of tobacco cost","eight injunctions","strict frugality",and the relevant provisions of public service gifts in public service,banquets,and the strict control of "sky price" by the State Bureau have caused a great deal in the domestic tobacco industry.Big wave.Under such a harsh marketing environment,the brand cultivation of China’s cigarette goods is more difficult,the means of brand promotion,the platform and the media are limited,and the promotion environment of the channel is not as good as before.The cigarette industry enterprises have more and more limited space to operate on brand cultivation and brand promotion,plus the new advertising law.There are many restrictions,tobacco control organizations’ demands and health consciousness of smokers themselves.According to the old marketing mode,under the political demand,cigarette industry enterprises have been unable to satisfy consumers’ demands.Since twenty-first Century,health awareness of new generation of smokers has become more and more strong.Many consumers are seeking less smoking and smoking.The concept of "smoking harmful to health" is becoming more and more popular with the various propaganda aspects of the international tobacco control organization.The old generation of smokers is decreasing rapidly with the age structure.While the new generation of smokers are mostly 80 or 90,they are often more individualized,new and new.Living things have very curiosity,and smoking cigarettes for them is not only the physiological needs,more is the psychological level of satisfaction,so the traditional cigarette commodity has gradually been unable to meet the demands of the new generation of consumers,new type of cigarette goods,such as fine,blasting bead products homeopathic.Since 2015,the total amount of the tobacco industry has reached the top of the industry,and the whole industry has reached tens of thousands of boxes of body volume.The intensification of the tobacco control environment and the reduction of smokers have made the bonus brought by the increment no longer sustained.In order to achieve the tax profit goal,the whole industry must rely on the strategy of lifting the structure to continue the industry not less than GDP growth.One goal,each business company,industrial company have cut down four or five types of cigarette sales,vacate space to give up a class of smoke,especially high end high price smoke,in order to continue to guarantee the tax profit growth target in the whole industry,even if the total amount is not growing,or even a slight drop.In the face of the continuous decline in sales of all kinds of cigarette market,the structure growth continues to slow down,the cigarette product is homogenized and the competition is fierce,the new demand of the cigarette consumption market can not be effectively stimulated and the profit decline of retail customers continues to increase,especially in the Zhejiang Market in recent years.The decline of the total volume of sales continues to expand,the three types of tobacco market share is declining,the growth of a kind of smoke is weak,and the acceptance of cloud producing consumers is not high.The pattern of cigarette consumption in the Zhejiang market has basically formed the two unique situation of "China"(the traditional national strong brand)and the "profit group"(the development and expansion of the real estate tobacco in recent years).Its share of tobacco market has basically reached over 70%.In February 2016,the senior leaders of the Zhejiang Tobacco Monopoly Bureau and the senior middle school leaders of Yunnan reached the cooperation intention of "Zhejiang special marketing brand",and exchanged views on market positioning,price positioning,product positioning and marketing promotion mode,and initially established three packages of new products in Zhejiang.In the field of marketing,"customization" means that,on the basis of the current economies of scale,the production and manufacturing enterprises,due to the serious competition of homogenization,take the strategy of market segmentation and consider the same needs of the target consumer groups with the same consumption demand,and regard them as the same subdivision market,according to the target consumption of this subdivision market.Group personalized needs to produce products,so as to meet the specific consumption needs of such customers,a way of combination marketing.The development mode of tobacco industry in the tobacco industry is a brand-new model of customized cigarette brand development on the basis of the theory of custom marketing.For tobacco enterprises,"custom marketing" can not only make industrial enterprises develop marketable products for the consumption demand of specific areas,but also enable commercial enterprises to participate in the research of brand strategy and improve the enthusiasm of their brand cultivation.Undoubtedly,it is both the best for tobacco industry and business enterprises.Yunnan tobacco and Zhejiang Tobacco Monopoly Bureau,the strongest industry hand in hand with the strongest commercial local conditions joint research and development,accurate delivery,efficient expansion,really realized the exploration and breakthrough of the model of industrial and commercial linkage.Demand oriented,where consumers are going,we speed up the integration of R & D,production and sales.This paper uses the cigarette marketing theory,the brand marketing theory and the custom marketing theory as the main theoretical tool for the research.Using the case analysis,PEST analysis,STP analysis,literature analysis and so on,it uses the new marketing thinking of "customizing" to subdivide the market opportunities,risks,and the advantages and disadvantages of cloud production.The trend and the brand development pattern of the target market in Zhejiang are taken as the research object of the custom cigarettes in Zhejiang area in Yunnan in 2016,and the research on the customized marketing of "Zhejiang regional special selling cigarettes" is carried out.Through the screening and induction of the attempt of "customizing marketing" in Yuxi as an example,this paper collated and concluded from the aspects of product concept customization,brand culture customization,product taste customization,product price customization,customer and channel customization,and popularizing pattern customization,and constructed a relatively complete and easy to build.The marketing and marketing strategy system of "special marketing brand" is popularized to transform the product brand cultural potential into the product sales force,and finally realize the innovation and breakthrough of the organization model of the function driven personnel,the new breakthrough in the work standard of high efficiency and high monitoring project group,the central efficient unified regulation and control model The new breakthroughs will provide valuable experience and derivable operation mode for the future development of other specialized sales / subdivision regional markets.At the same time,through the construction of the custom marketing strategy system of cloud producing tobacco in Zhejiang,the paper gradually perfects a regional "system marketing" promotion template for replicable,patterned and sustainable tobacco industry in the process of continuous collection,sorting,analysis and improvement.The purpose of this paper is to provide references and development models for other Chinese tobacco brands who want to set foot in the regional customized marketing. |
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