Research On Precision Marketing Strategy Of X Tobacco Company

As a pillar industry of China's economy,tobacco industry has contributed more than one trillion yuan in taxes and profits to the country for four consecutive years,which makes important contributions to the Chinese economy under high pressure circumstance.With China's accession to the WTO and the signing of the framework convention on international tobacco control,China tobacco has been under double pressure from international competition and policies.In 2003,the state tobacco monopoly administration of China carried out the reform of “industrial and commercial separation” in the tobacco industry,which accelerated the pace of marketization of tobacco enterprises and made them face more severe market competition environment.In the context of the decline of the national economic growth rate,the increase of cigarette tax and price,the deterioration of cigarette consumption environment and the decline of tobacco consumption trend,the research of tobacco commercial enterprise marketing strategy can not only provide theoretical reference for the tobacco industry to innovate marketing concepts and improve marketing methods,but also promote the introduction and implementation of relevant national policies.Hence,it has important research significance.This paper studies the internal and external environment and precision marketing strategies of X Tobacco Company by means of questionnaire survey,individual interview and empirical analysis.Firstly,this paper reviews the relevant literature of tobacco marketing at home and abroad,and introduces the precision marketing theory,consumer behavior theory,market segmentation theory and marketing mix strategy theory.Secondly,through a comprehensive scanning of the macro and micro marketing environment of X Tobacco Company,this paper analyzes the problems existing in the marketing of X Tobacco Company,and summarizes the current situation of X Tobacco Company's industry status,enterprise operation and future development trend.Thirdly,this paper conducted an in-depth survey of tobacco consumers in X city.SPSS statistical software was used to analyze the cross-table and other statistical analysis of the data collected from the market survey,so as to extract the basic characteristics,consumption preferences and consumption behaviors of tobacco consumers.Finally,on the premise of understanding the specific needs of consumers,this paper makes market segmentation and target market selection for X Tobacco Company.This paper found that X city's economic environment is stable and good,cigarette consumers are mainly young adults and cigarette supply exceeds demand,so marketingstrategy should be oriented to consumer demand.Precision marketing strategy should be implemented from such aspects as brand cultivation strategy based on precision optimization,channel layout strategy based on precision design,price guidance strategy based on precision regulation,promotion strategy based on precision positioning,marketing strategy guarantee measures based on fine management,etc.The innovation of this paper include that the behavior characteristics of cigarette consumers in X city was completely explored by survey and the tobacco consumption information system was extended from the construction of one-way database to the mobile Internet field of two-way communication.