Design And Analysis Of Tobacco Marketing Lean Management System Of A Tobacco Company

China tobacco,as an important source of national and local financial revenue,has made a significant contribution to the development of national economy.In recent years,with the development of economic globalization,great changes have taken place in the internal and external situation of tobacco industry.In order to break through the bottleneck of the current industry development,a tobacco company adheres to the concept of "development with one heart,win-win cooperation and joint progress",regards retail customers as the most important position,the most important resource and the closest partner of cigarette marketing,and aims to improve the operation ability,profitability and drainage ability of retail customers(referred to as "three forces" in this paper),and "benefits from management" ”The concept leads to in-depth,comprehensive search for waste points in cigarette operation,focusing on the exploration and construction of lean management system project of cigarette marketing,in-depth integration and innovative practice of cigarette marketing and lean management,continuous in-depth exploration of potential and efficiency,improvement of modern marketing capabilities,and efforts to create a good situation of mutual benefit,win-win cooperation and sustainable and healthy development.In this paper,taking a tobacco company as an example,based on the actual situation of the cigarette market in the jurisdiction,using theoretical knowledge such as project management and lean marketing management,relying on the huge data resources and rich marketing management experience accumulated by the tobacco industry for many years,with the help of big data platform and information technology,giving full play to the diagnostic role of lean tools,using survey analysis,quantitative analysis,causal analysis Experience summary method and other research methods,from brand cultivation,business guidance,modern retail terminal construction,customer service and other aspects,in-depth search for the main reasons that restrict the improvement of the level of "three forces" of retail customers,to explore the construction of lean cigarette marketing management system project,and focus on solving the key points and waste points of each link that restrict the development of "three forces" level.The system is divided into foreground display and background analysis,which are composed of "multi-dimensional data analysis model","retail customer upgrading and transformation model","modern retail terminal" four-dimensional "promotion model" and marketing personneloptimization visit program module.The first three models are used as background for data analysis,and one visit module "Palm Pilot" is used as front interface for supply The daily inquiry work of the marketing personnel effectively integrates the market analysis,brand promotion,modern terminal construction,customer visit work and the promotion of the "three forces" level of retail customers,realizing the powerful connection between the top-level system design and the basic cigarette marketing practice.Based on the principle of "lean,scientific and practical",the system makes a precise breakthrough in every waste point,analyzes sales data accurately,discriminates potential brands and potential customers accurately,improves and improves one by one,enhances the pertinence of customer service,fundamentally realizes the in-depth mining and application of marketing data,and improves the business skills and services of marketing personnel Ability,improve the main body construction ability and information level of modern cigarette retail terminal,practically promote the transformation of cigarette marketing from "experience marketing" to "data marketing",from "quantity catching up" to "quality catching up",realize the virtuous circle of cigarette market,tobacco enterprises and retail customers,and grasp the initiative of cigarette marketing in the rapidly changing market economy environment And strive to build a new pattern of lean marketing management,and constantly promote cigarette marketing to achieve high-quality development.