Research On Marketing Strategy Of TX Tobacco Company

This thesis takes TX tobacco company as the research object,constructs the marketing strategy model of TX tobacco company by carrying out marketing strategy analysis,strategy selection and strategy implementation,and finally proposes relevant implementation measures.Based on the particularity of the monopoly system of the tobacco industry under the regulation of the government plan and the current marketing status of the company,this thesis clarifies the market challenges faced by the tobacco company in TX city,such as consumption transformation and technological progress,so as to explain the necessity of its marketing strategy transformation.On the one hand,this study provides valuable reference for TX tobacco company and other units in the industry to formulate enterprise marketing strategies,and lays theoretical support for enterprises to break through the development bottleneck and reasonably improve the sales and structure of cigarettes.On the other hand,it enriches the practice content of interactive creation theory of marketing value in tobacco industry.Based on the theoretical model of strategic management,combined with literature analysis and questionnaire survey,this thesis firstly analyzes the external environment of tobacco companies in TX city,determines the development trend,opportunities and threats of tobacco industry,and expounds the marketing strategy status of tobacco companies in TX city.Secondly,based on the results of external environment analysis,this thesis carries out SWOT analysis to build a bridge from strategic analysis to strategy selection.After understanding the advantages,disadvantages,opportunities and threats faced by enterprises in the marketing strategy,the selection direction of the enterprise's future marketing strategy should be clarified.Finally,based on the existing resources of the enterprise and the marketing mix theory of the enterprise,this thesis elaborates on the selection of marketing strategies and specific implementation Suggestions of tobacco companies in TX city,including enhancing the accuracy of cigarette market demand prediction,improving the product introduction mechanism and further defining the product positioning according to market segmentation.In terms of price,we will strengthen price supervision,seek a balance point between price and demand,and provide cigarette products according to the demand.In terms of channels,we should improve the channel management mechanism,strengthen the channel construction service,and create a high-quality sales channel.In terms of promotion,the promotion activities should be diversified to enhance the opportunities for cigarette retail customers and cigarette consumers to taste,improve the content of promotion activities,enhance the attraction of activities and strengthen the role of product promotion.Based on the analysis,selection and formulation of enterprise marketing strategies,this thesis finally puts forward three measures to ensure the development of strategies,including strengthening the construction of staff quality,strengthening the construction of marketing platform and the construction of joint mechanism of exclusive marketing,hoping to provide positive guidance for TX tobacco company to carry out marketing work.