Marketing Strategies Analysis Of S-Zone Tobacco Commercial Enterprises After The Market-Oriented Reform

The new normal of China's economic development will be maintained for a long time.China's economic growth rate will shift back under the new normal and the pace of internal and external demand will slow down.The degree of industry differentiation will continue to expand,and local de-stocking and financial risks will appear more.The tobacco industry is a monopoly state-owned enterprise.In order to respond to the country's call for deepening state-owned enterprise reform,we must use systematic marketing and management theory to guide cigarette business,continuously improve marketing strategies,and enhance our competitiveness to cope with The Framework Convention on Tobacco Control and other international conventions,smoking bans in public places,bans on tobacco advertising and other domestic anti-smoking waves.We must have tobacco companies more adaptable to this era and adapt to such reforms.Through the summary of the S-zone retailer market survey data and the analysis of the company's cigarette marketing status,there are still many problems in the current cigarette marketing work.The supply of goods cannot fully meet the market demand after the market-oriented reform;the promotion of cigarette brand is not in place;the retailer lacks modern management awareness and has poor operating ability;the information collection data has low availability and cannot reflect the true level of the market;modern terminal functions have not been effectively utilized.After deep analysis for those above mentioned problems,the first reason is low speed to adapt to market-oriented reforms;the second is lack of effective grasp deal with cigarettes price;the third is the effect of retailer training is not perfect;the fourth is employees' awareness of cigarette brand promotion is insufficient;the fifth is the assessment mechanism of marketing personnel needs to be improved,which lacks professional training.In view of existing problems in the current marketing work,it is necessary to analyze the macro and micro environment of the enterprise and gradually improve the current marketing strategy in order to solve the existing problems step by step and enhance the core competitiveness of the enterprise.Firstly,we should analyze Environmental elements of Marketing strategy improvement from Microenvironment such as company profile,marketing human resources,marketing service capabilities,logistics management capabilities,etc.,as well as Industry competition environment and Macro environment such as political environment,economic environment,social environment,scientific and technological environment.Secondly,the 4Ps theory is applied to improve the current marketing strategy from five aspects: product optimization,price control,channel expansion,promotion diversification,service improvement,etc.,and to formulate scientific and effective cigarette marketing strategy that adapts to market-oriented reforms.Finally,in order to ensure the implementation of marketing strategies,we should provide management of marketing organization,transformation of marketing teams,marketing coordination,performance assessment and other safeguard measures.Faced with the new situation,new changes and new requirements,tobacco commercial enterprises are constantly paying attention to the research and application of marketing strategies.It is believed that the above research results not only have a good reference for S-zone tobacco companies,but also beneficial for other county-level companies in strategy adjustment aspect.