Research On The Monopoly And Marketing Combination Mechanism Of City D Tobacco

In China,the administrative system of "unified leadership,vertical management,and monopoly and marketing" is implemented,with a unique concept of combining the monopoly with marketing.As an administrative law enforcement department,monopoly is mainly responsible for publicizing and implementing tobacco-related laws and regulations,handling administrative licensing affairs,and severely cracking down on all kinds of tobacco-related illegal acts;As a sales department,marketing is mainly responsible for the management,supervision,coordination and service of all sales links in the process of realizing the value of tobacco products.With the influence of the environment of tobacco industry,the overall situation of cigarette market is more severe and complex,which puts forward higher requirements for the monopoly marketing combination work.The combination of monopoly and marketing is a necessary means to consolidate the monopoly system,standardize the marketing channels,enhance the retail terminal value,and promote the quality and efficiency of work.This thesis uses the tobacco monopoly bureau(company)in city D(referred to city D tobacco in this thesis)as the primary research object to conduct researches with the thread of monopoly marketing combination work.Firstly,this thesis raises the objectives and meaning according to the subject research meaning and background.In the meantime,based on product monopoly system theory,management theory,collaborative management,terminal marketing,STP theory,7P marketing theory,and CI strategy,supplemented with a large amount of research documents of the monopoly supervision,cigarette marketing,etc.At the same time,with the MBA theoretical knowledge and analysis tools such as PEST and the five-force model,analyzes the macro environment,industry environment,competition environment,etc.,with which the tobacco industry in China is faced,and sums up the tobacco industry development trend and monopoly marketing work challenges.Furthermore,during the research,300 cigarette retailers are selected as samples,discipline research and retailer satisfaction researches are conducted on sales persons,and the SPSS tool is used to analyze the sampled data.Through methods such as the investigation and research method,documentation review method,theory-and-practice-combined method,etc.,this thesis conducts item-based analysis on the current management situation,and existing problems and causes of city D tobacco.In the two perspectives of monopoly and marketing,this thesis analyzes the current operation and management status and monopoly marketing combination work status of city D tobacco.In the meantime,this thesis combines the current situation of work and questionnaire surveys,locates problems based on facts,and concludes that there are deficiencies in the division of job functions,incident follow-up and control,mechanism setup,management mode,and employee quality in the monopoly marketing combination work of city D tobacco.In the end,this thesis comes up with corresponding strategies for the monopoly marketing combination work of city D tobacco in response to the preceding problems.This thesis proposes solutions in management model innovation,retail terminal construction enhancement,information technology platform construction,team quality building,long-term mechanism establishment,etc.The proposal of relevant strategies is beneficial for enriching the theory of the monopoly marketing combination work of city D tobacco and is helpful in providing referential roadmap for practical operations.In the meantime,this thesis formulates a series of guarantee systems,including New Supervision Mechanism for the Retailing Terminal Market,Regulations of Informants and Contact Points,Monopoly Marketing Combination Work System,Exclusive Sale Combination Performance Check Method,etc.They form a management mode with the internal and external collaboration,and internal mutual supervision and promotion,implement a multi-surface,multi-layer,and multi-angle work system,optimize and complete the exclusive sale work procedure and specific work content,and provide practical work mechanisms.In this way,the in-depth combination of the monopoly marketing work is effectively promoted.