Research On Services Marketing Strategy For Pudong Retail Shop Of Changchun Jinye Tobacco Company

China’s economic development has entered a new cycle characterized by the new normalcy since 2014,and the development of tobacco economy is no exception.It is estimated that the correlation coefficient between the development of tobacco industry and the overall development level of the national economy is between 76% and 78%.The period of explosive growth of China’s economy has passed.As the national GDP growth to a new cycle of approximately 6.5%,although the growth rate has decreased,the quality of the economy has steadily increased.The economic environment of domestic economic,fast-moving consumer goods market,retail market is favorable.The new cycle of economic development determines the basic situation of tobacco industry development.Therefore,there should be a new analysis and adjustment of the marketing strategy of tobacco industry.As the capital city of Jilin Province,the total retail sales of social consumer goods in Changchun reached 29.228 billion yuan in 2017,which had an increase of 10.3%.Gold Leaf Tobacco Company in PuDong Road is located in Changchun’s Economic and Technological Development Zone,with a total GDP of 23.4 billion yuan,which has an increase rate of more than 8%.It is probably that the economic development is rapid and stable.Service industry occupies an increasing share of GDP year by year,leading to the attention of traditional non-service industries.In addition,more and more traditional industries focus on service marketing strategy research.As a retail store in tobacco industry,Pudong Road Store needs systematic marketing strategy research.This paper will take Gold Leaf Tobacco Company in PuDong Road as the research object,takes the seven elements of service marketing as the breakthrough point to analyze its marketing current situation,summarizes the problems existing in the current marketing,combines macro-data of economic environment and national policy,and uses network questionnaire as data support of Changchun market and does macro-and micro-marketing environment analysis.Additionally,understanding that the economic situation at all levels from the state to the development zone is in a beneficial situation,the progress of scientific and technological means has provided technical support for the follow-up marketing strategy of Pudong Road Store,and makes a detailed analysis of consumers and competitors through the data of the questionnaire.Afterwards,SWOT analysis has been used to design the marketing strategy division,and finally,it is determined that Changchun’s economic environment,the safety awareness of tobacco and alcohol products,and the support of the state monopoly policy to be taken as external opportunities,and combines with the advantages of its own brand,geography and source of goods organically,so as to formulate SO strategy that meets its own conditions.Segmenting the market through STP strategy,choosing employees of enterprises and institutions as the preferred target market,positioning the market from five dimensions: product,consumer,enterprise,competition and brand.Aiming at the selected market positioning,the marketing mix strategy based on 7Ps theory of service marketing is put forward,which solves the marketing problems mentioned in this paper.Finally,this paper will propose the safeguard measures for marketing strategy implementation from six aspects: personnel,system,capital,technology,incentive and culture.It is showed in the research that Gold Leaf Tobacco Company in PuDong Road chose SO marketing strategy to actively expand market share in order to solve its current marketing problems,then the marketing resources should be focused on the communication gift market,the daily consumption market followed.In this paper,according to the characteristics of different segments of customers,it formulates differentiated marketing strategies,highlights the brand advantages of enterprises,creates product advantages by optimizing product added value,builds a loyalty wheel to increase customer loyalty,designs service blueprints through paying attention to service details and improving service quality,and customizes customers’ personalized marketing plans and precise promotion by combining data and technology.Additionally,when implementing the promotion of marketing team professional,establish an effective performance appraisal system at the same timeto stimulate the work motivation of employees.Ultimately to enhance the brand image,stabilize the market position,and enhance the profitability of enterprises.