Research On Improvement Of Cigarette Marketing Strategy Of Ningxiang Filiale Of Changsha Tobacco

China’s tobacco industry has achieved rapid development in the past three decades.The tobacco monopoly system makes tobacco commercial enterprises form path dependence,which makes the level of cigarette marketing low.As the internal and external environment changes,the conditions for relying on quantitative expansion no longer exist.Faced with these severe challenges,tobacco commercial enterprises must coordinate tobacco control and industry development.Therefore,under the new situation,it is of great significance to study the cigarette marketing strategy to the development of tobacco commercial enterprises.This paper takes Ningxiang filiale of Changsha Tobacco as the research object.Based on the marketing theory,this paper analyzes the internal and external environment of tobacco commercial enterprises,and deeply studies the current situation and problems of cigarette marketing of Ningxiang Tobacco.On this basis,this paper analyzes the advantages,disadvantages,opportunities and threats of the cigarette marketing of Ningxiang Tobacco.Based on the actual situation of Ningxiang,the STP design was carried out for Ningxiang Tobacco,and the market segmentation,target market and market positioning were carried out.According to the target market,this paper designs the improvement of Cigarette Marketing Strategy of Ningxiang Tobacco from four aspects: product,price,place and promotion.In order to ensure the effect,the implementation steps were formulated and the safeguard measures in the three aspects of system,team and assessment were constructed.This paper describes the improvement of cigarette marketing strategy in Ningxiang Tobacco,which can solve many problems existing in current cigarette marketing.Therefore,it’s hoped to bring guiding significance to cigarette marketing of Ningxiang Tobacco.At the same time,it’s hoped that the research can provide reference for the formulation and implementation of cigarette marketing improvement programs for other tobacco commercial enterprises.