Research On The Precise Marketing Strategy Of L City Tobacco Company

The report of the 19 th National Congress of the Communist Party of China pointed out that socialism with Chinese characteristics has entered a new era,and the main social contradictions in China have been transformed into the contradiction between the people's growing demand for a better life and the unbalanced and inadequate development.As an important part of the national economy,especially the real economy,the tobacco industry also faces such contradictions.How to meet the needs of cigarette consumers with high-quality development,and provide better service and products to meet the needs of cigarette consumers,is an important topic that the tobacco industry needs to explore for a period of time in the future.Zhang Jianmin,director of the State Tobacco Monopoly Bureau,emphasized that the tobacco industry should thoroughly implement the socialist ideology of socialism with Chinese characteristics in the new era of Xi Jinping,especially the economic thoughts,and earnestly plan and promote the high quality development of the industry.We should adapt to the new changes in consumer demand,and grasp the differences in consumer demand of different groups and the diversity of consumer upgrading.Therefore,the future cigarette marketing work should keep pace with the improvement of people's living standards,unswervingly follow the connotative growth path of quality improvement,value improvement,technological progress and cost saving,strive to build a better structured,better condition,standardized and orderly high-quality market,focus on consumers,build a market-oriented marketing system,and deeply tap the market potential To guide consumption upgrading,promote the continuous optimization of cigarette sales structure,and constantly enhance the driving force of cigarette marketing development.Firstly,this paper expounds the research background,significance,content,method and framework of the paper;secondly,it summarizes the research results of domestic and foreign scholars related to precision marketing;thirdly,taking L City Tobacco Company as an example,it analyzes the business environment of L City Tobacco Company from four aspects of macro politics,economy,society and technology,and then analyzes L City tobacco company The city tobacco company has problems in marketing such as consumer oriented,customer-oriented,brand oriented and market information acquisition,and then around the problems in precision marketing of L City tobacco company,it has established a reasonable evaluation method of consumer market capacity,refined the classification standard of retail customers,scientifically quantified the brand supply strategy,and formulated a scientific market information The acquisition method,based on the concept of "total amount control,slightly tight balance",has been put into practice from the aspects of market capacity measurement,retail customer classification,brand supply,etc.,and has achieved good application results,laying a solid foundation for the precise marketing work of L City tobacco company.