| The tobacco industry plays an important role in China's social economy.At present,the tobacco industry has the problem of how to developme sustainably.Shijiazhuang Tobacco Company(Monopoly Bureau),as a local commercial company,is also facing the threat of changes in external business environment and internal management system.In recent years,cigarette sales have continued to decline.In the face of the new situation,it is urgent to optimize the marketing plan which is suitable for the development of Shijiazhuang Tobacco Company,and to improve the marketing level,in order to realize the sustainable development of the industry.Based on the marketing theory of 7PS,game theory,supply chain management and retail terminal,this paper takes the actual situation of Shijiazhuang Tobacco Company as the starting point,focusing on the combination of theoretical research and empirical research,starting from the marketing environment of Shijiazhuang Tobacco Company,analyzing the current macro environment,supplemented by the consumer survey analysis and retailer satisfaction analysis,,finding out that there are problems of continuous sales decline,prominent structural issues,uneven source distribution,unstable prices,unreasonable setting of retail outlets,and then analyzing the reasons of the problems.By the above research,this paper proposes the optimization plan,including the construction of marketing channels,the stabilization of cigarette prices,the strengthening of brand cultivation,the support of self-discipline mutual aid groups,and the creation of featured terminals.Finally,in order to ensure the effective implementation of optimization marketing plan,specific guarantee measures have been proposed,including strengthening team building,strengthening marketing supervision,and upgrading supporting facilities.This paper provides suggestions for the future development of Shijiazhuang Tobacco Company,and also has certain reference value for other companies from the same industry. |
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