Research On Precision Marketing Strategy Of Cigarette Of Tobacco Company In B City

With the accelerated development of global economic integration,tobacco companies are facing new challenges.The implementation of "market-oriented" reform requires tobacco companies to carry out precision marketing based on the market and guided by retail consumer demand to achieve sustainable development of the industry,which is an urgent problem to be solved.As a basic constituent unit of the tobacco industry,the cigarette marketing of City B Tobacco Company gradually highlights such problems as "it is difficult to accurately obtain the cigarette inventory and sales data,it is difficult to accurately analyze the sales data,it is difficult to accurately grasp the market demand,it is difficult to accurately distribute the source of goods,it is difficult to accurately recommend the brand cultivation,and it is difficult to accurately locate the customer service",all of which are caused by the inaccurate cigarette marketing strategy..Based on the concepts of cigarette precision marketing,big data marketing and literature review at home and abroad,this paper analyzes the current situation of tobacco companies in B city from three aspects: cigarette marketing environment,cigarette marketing performance and cigarette marketing strategy,and then conducts a random sample survey through questionnaires.It is found that tobacco companies in B city currently have inaccurate market segmentation of cigarette marketing,and the supply of goods does not meet individual needs As for the marketing strategy problems of extensive brand cultivation and promotion methods and difficult to quantify the effect of customer service,through further research on the survey results,four causes of problems were identified,including the failure to accurately analyze customer marketing data,the failure to accurately assess customer demand for goods,the lack of digital empowerment of marketing promotion,and the lack of accurate feedback mechanism for service effectiveness.The 4C marketing theory and customer value theory were introduced,from the perspective of customer,cost,convenience In the four aspects of communication,four precise marketing strategies have been formulated,a market segmentation strategy based on precise data analysis,channel strategy based on accurate source of goods delivery,promotion strategy based on precise digital marketing,and service strategy based on precise customer management.Finally,in order to ensure that the cigarette precision marketing strategy of B City Tobacco Company can be put into practice quickly and smoothly,security measures have been formulated from three aspects: organizational structure,supporting system and resource guarantee.Taking B City Tobacco Company as an example,starting from solving its prominent marketing problems in the new stage of development,this text applies the relevant theories of precision marketing,according to the four levels of 4C marketing theory,provides it with feasible cigarette precision marketing strategies,draws a 360 ° customer portrait,finds customer preferences and real needs,realizes the transfer of customer value,and enhances customer stickiness.To solve the problems faced by the current cigarette marketing with the concept of precision marketing is not only of great significance to help the tobacco companies in B city adjust their marketing strategies as soon as possible,solve the current difficulties and break through the current marketing bottleneck,but also can provide certain reference and reference for the majority of tobacco commercial enterprises to realize the transformation and upgrading of cigarette marketing work.