Studies On Marketing Strategy Of G Cigarette Auxiliary Materials Supplier In International Exhibition

In China,tobacco is a special monopoly industry.The head office of tobacco industry controls the upstream and downstream supply chain of tobacco industry,and owns a unique bargaining power.As the upstream supplier of cigarette production enterprises,cigarette auxiliary materials suppliers have the characteristics of single product form,weak bargaining power,and highly depend on the target market.In recent three years,the domestic tobacco industry has a good momentum of development,which has also directly driven the cigarette auxiliary materials suppliers to achieve steady growth.However,behind the steady growth is the slowdown of the overall growth rate,coupled with the trend of global tobacco control becoming stricter.Cigarette auxiliary materials suppliers realize that the company may have a huge change due to the minor adjustment of the head office of tobacco industry at any time if they only aim at dividing the "cake" in the domestic tobacco industry supply chain and do not try to open up new markets.With the proposal of one belt,one road,some cigarette auxiliary materials suppliers,like G Company,have gone to the world stage through international exhibition,and achieved good results.At the same time,they also face the situation that the exhibition effect is not maximized and the recognition degree of international market is not high,which exposes the problems such as unreasonable booth design,inadequate preparation of exhibits,and unsmooth marketing communication.Therefore,PEST analysis,Porter five force model analysis,SWOT analysis are used to analyze the internal and external environment and industry environment of the enterprise in this paper.And on this basis,the target market of cigarette auxiliary materials suppliers in international exhibitions is conformed under the guidance of STP theory.Then the corresponding marketing strategies and guarantee measures are put forward.Studies have shown that:(1)In China,the development of cigarette auxiliary materials suppliers is increasingly difficult.It is one of the most effective ways to go to the large-scale and free competition international market through exhibitions.(2)The external environment such as politics,economy,society and technology of international exhibition marketing of cigarette auxiliary materials suppliers is open;the internal environment such as the development status,product quality and management ability of enterprises is suitable;the threat of new entrants and substitutes is huge,and the industry competition is fierce;(3)In the international exhibition marketing,the target market of cigarette auxiliary materials suppliers can be divided into exhibitors or visitors with clear needs,developing countries and e-cigarette market.The international exhibition marketing strategy of cigarette auxiliary materials suppliers can be confirmed as product strategy,pricing strategy,channel strategy and promotion strategy.(4)The implementation of the above-mentioned marketing strategies need four guarantee measures: clear incentive measures,sufficient staffing,clear division of labor,fund preparation and strategy support.