Research On The Pricing Strategy Of J Company's Products Under The Background Of The Tobacco Industry's Tax Increase And Price Adjustment

The paper is concerned about the impact of the new policy of raising taxes and advancing prices on the pricing strategy of J company.After the tax increase,the tobacco industry encountered a development bottleneck,the growth rate dropped,industrial and commercial inventory increased,the structure space narrowed,demand inflection point approaching,the four major problems emerged.Under the state monopoly system,tobacco products are uniformly set by the state on the macro level according to the market law to formulate industrial allocation price and commercial wholesale price,while tobacco industry enterprises can control retail guidance price and market circulation price according to regional disparity,consumer habits,marketing objectives and so on.Therefore,cigarette industry enterprises to study 4Ps of marketing,especially pricing strategy has its practical significance.Based on the marketing theory,this paper starts with the marketing mix strategy,and focuses on the status quo and existing problems of J company's product pricing strategy before and after the implementation of the new policy of raising taxes and advancing prices in tobacco industry.Promotion strategy determines the micro-foundation of enterprise pricing strategy,and market demand,consumer psychology,national macro-policies and regulations constitute the external factors of enterprise pricing strategy selection.Among them,the changes of national policies and regulations have a profound impact on the determination and selection of enterprise pricing strategy.This paper studies the successful experience of the main competitive pricing strategies,and determines the leading ideas and key points of the improvement of J company's product pricing strategies,puts forward seven specific pricing strategy suggestions and corresponding safeguard measures;finally,through the empirical test of a case,it illustrates the relationship between specific suggestions and safeguard measures.