Research On Competitive Strategy Of G China Tobacco Industry Co.,LTD

In 2018,the tobacco industry in China turned over a total of nearly 1000.08 billion yuan.It accounted for 5.45% of the country's total revenue and it was one of the main sources of revenue.Because of the perspective of tax contribution and financial security,the tobacco industry is a state administrative monopoly,which can be expected to remain for a long time in the future.But as the market orientation of China's economic growth and opening to the outside of strength increase,coupled with the change of the cognition of tobacco,tobacco industry encountered many challenges in recent years,such as tobacco control policy implementation and the standard,the penetration of foreign tobacco enterprises,the domestic like product homogeneity competition,tobacco market oversupply of contradictions,and so on.For tobacco enterprises which have been protected by monopoly policies for a long time,the lack of competitive strategies to adapt to market changes and to indicate the development direction impact negatively on their sustainable development.Against the background of fierce competition in the industry,as the research object of this paper,G China tobacco industry co.,Ltd(hereinafter referred to as "G China tobacco company")is also faced with these problems,such as weak brand competitiveness,insufficient impetus for technology R&D and innovation,market coverage limitations and imperfect terminal construction.All these problems bring obstacles to the further development of the enterprise.In order to win the market competitive advantage and occupy the advantageous position of the industry,G China tobacco company should make clear the development direction,establish a competitive strategy suitable for its own development,overcome its shortcomings and grasp the development opportunities.Then it has the opportunity to stand out in the fierce market competition.Based on strategic management and Porter's three competitive strategies,this paper firstly analyzes the macro environment of G China tobacco company from the perspective of PEST,and finds opportunities in aspects such as favorable franchise protection system,huge market consumption potential and large room for the improvement of R&D and innovationability.Then combined with the analysis of Porter's five forces model,strategic group and major competitors,the author summarizes the threats brought by the gradual implementation of tobacco control policy,the increasingly fierce competition in the industry,and the lack of superiority of its own brand over other competitive brands.In addition,from the perspective of enterprise resources and capabilities,this paper analyzes the current internal environment of G China tobacco company,summarizes the core competitiveness of the enterprise,and sums up the advantages and disadvantages of the enterprise itself.Then based on porter's three competitive strategies,a detailed SWOT matrix analysis is carried out on G China tobacco company.On account of the strategic feasibility analysis,it is concluded that the most suitable competitive strategy for G China tobacco company is the differentiation strategy.At last,this paper puts forward some suggestions on the implementation and safeguard measures of the competitive strategy of G China tobacco company.G China tobacco company could establish the market competitive advantage through the implementation of product differentiation,technical innovation and marketing mode differentiation and other measures.Then the paper suggests three measures to provide the guarantee foundation for the enterprise to realize the differentiated development through improving of technological innovation ability,enhancing the construction of human resources and strengthening the construction of marketing.