| The Tobacco Company in D City was established in January,1983.In the construction of cigarette retail terminals,it has successively gone through three stages,namely: third-party distribution stage,which is the separation of relationship between the company and the terminal;independent network wholesale stage,which has a weak association between the company and the terminal;as well as unified logistics distribution stage,which has a strong association between the company and the terminal.The channel management mode of one-price system for cigarette wholesale and one-system for logistic distribution is gradually established.Under the system of monopoly of tobacco products in China,it has achieved effective control of cigarette retail terminals and many management and construction measures are taken to continuously strengthen the control to the cigarette retail terminals.In recent years,with the rapid development of retail industry,e-commerce giants have begun to develop offline.The retail enterprises in China are expanding continuously.E-commerce giants and chain retail enterprises have a stronger voice in tobacco companies.However,tobacco companies still use the original channel management mode,which gradually exposes problems such as insufficient contact and lack of knowledge on the consumer market.Also the weak flexibility in business management measures to cope with market changes is also existed in the tobacco company.At the same time,the implementation of tobacco control compliance requires tobacco companies to have stronger control over terminal channels and the ability to contact with consumers,so as to conduct tobacco control publicity for consumers.Based on the theory of full-channel retail and the construction model of the current market-oriented retail terminal as a reference,this thesis analyzes the operation process and current situation of cigarette retail terminals of D City Tobacco Company,and hope to find out that there are some problems in the construction of cigarette retail terminals,such as outdated retail concept,lack of terminal segmentation,neglect of the experience of the consumers,rigidity of supply chain and low efficiency of business process in direct-sale stores.In view of the above problems,this thesis reshapes the ideological connotation of cigarette retail terminal construction of D City Tobacco Company,establishes a value evaluation model of the cigarette retail terminal,calculates the model by using cigarette sales data of retail terminals,and proposes an improvement strategy of implementing cigarette retail terminal combination of flagship store,demonstration store,function store and basic store in D City area and providing personalized business services for various terminals.At the same time,under the theoretical framework of full-channel retail,the thesis proposes to build offline image showrooms and an online high-sensitivity information terminal platform,and to implement a construction mode of integrating online and offline cigarette sales and cigarette consumer information collection,so as to realize the establishment of a large sample volume cigarette consumer database and the effective implementation of consumer tracking while strengthening cigarette sales.Certain theoretical and practical values are existed in the research of this thesis.Theoretically,the thesis combines the advanced theories in the current retail academic research,establishes a theoretical framework with the theory of full retail,the concept of "new retail" are introduced here to emphasize the combination of retail and information technology,and to implement the construction mode of combination of online and offline,especially for the prominent planning system and administrative management features of D City Tobacco Company.Though the contradiction existed that the high degree of market-oriented behavior between cigarette retail terminals and cigarette consumers,the proposal of relevant strategies could enrich the construction theory of D City Tobacco Company retail terminals,and give consideration to the needs of the management system,administrative management and the development of substantial cigarette retail terminal of D City Tobacco Company.In practice,the thesis takes the current situation of cigarette retail terminal construction of D City Tobacco Company as the analysis object,looks up the problems based on facts,analyzes the root causes of the problems,and puts forward targeted improvement strategies.In the formulation of the strategies,full consideration is given to the impact of China’s tobacco monopoly system and tobacco control.In particular,in tobacco advertising and online marketing,attention is paid to the restrictions of laws and regulations in China to ensure that the improvement strategies are feasible and could fix the problems existing in the construction of cigarette retail terminal in D City. |
