Research On Accurate Launching Strategy Of WBL Cigarettes In Chengdu Market

With the rapid development of China’s economy,Chengdu,as the economic center of southwest China,with great market potential has gradually attracted more and more attention from tobacco brands.Based on the "slightly tighter balance" supply orientation of tobacco industry in recent years and the implementation of marketoriented reform,Chengdu Tobacco Corporation has become a test unit for precision marketing in 2021.As the “leader” of the foreign cigarette brand,Marlboro has gained high market acceptance and recognition.However,Marlboro cigarette still faces the difficulty of mismatching the supply and order even in Chengdu area.Therefore,in order to improve the efficiency of the precise use of supplies,meet market demand and enhance brand value,it is particularly important to explore the accurate delivery of Marlboro cigarettes in Chengdu,the pilot unit,and also to inspire and learn from other regional markets and the referential significance foreign cigarette brands.This paper takes the launching strategy of Marlboro cigarettes in Chengdu market for the research object,uses data statistics and SWOT method to analyze the marketing current situation,mainly by analyzing problems and causes of Marlboro cigarette launching,and conducts a comprehensive study on the way of Marlboro cigarettes launching strategy and how to improve the ordering rate of the product.The research literature on tobacco channel management,precision marketing and precision launching is combed at home and abroad,with reference to STP theory,based on the local cigarette development,combined with the approaches and experience of the accurate launching strategy,through questionnaires and market research combined with practical work experience,etc.,to analyze the problems of grade,district and demand fulfillment in Marlboro cigarette launching,and try to explore the potential formula prediction of ordering by retailers in Chengdu to order Marlboro cigarettes and propose countermeasures,suggesting that the coefficient magnitude of the key factors in the potential formula be referred to and that the strategy of precise launching be dynamically adjusted to improve the order rate of Marlboro cigarettes by means of extended launch by grade,and finally the strategy recommendation of precise launching be derived based on the results of the comparison test.By analyzing and adapting the coefficients of key factors in the ordering potential formula to provide a model and reference meaning for the precise launching strategy of Marlboro cigarettes in other cities,as well as to provide some reference for the launching of other foreign cigarette brands,it will largely improve the efficiency of the launching work and increase the applicable scenarios of precise launching.