Research On Marketing Channel Management Optimization Of C Tobacco Company

In the tobacco industry,the quality of marketing channels is an important factor affecting the healthy development of the whole tobacco industry chain.At present,under the protection of tobacco monopoly laws,tobacco commercial enterprises take the way of monopoly,occupy a leading position in the whole industry chain and have absolute control over marketing channels.However,with the continuous improvement of the market economy system and the deepening of the reform of state-owned enterprises,tobacco enterprises are faced with the implementation of the Framework Convention on Tobacco Control,the transformation of the domestic retail business model,the entry of foreign tobacco into the market and many other challenges.In the face of increasingly open and competitive market environment,the key to maintain the sustainable,stable,coordinated and healthy development of tobacco industry is to further consolidate the existing channels on the basis of exploring the construction of their own,stable marketing channels.Taking the tobacco Company in C City as an example,this study describes the basic information of the company,including company profile,business process,organizational structure and service content of marketing center,as well as the characteristics of marketing channel management in the current tobacco industry.The internal and external environment of the company is comprehensively analyzed by SWOT analysis method.Based on the channel structure,channel behavior and channel relationship theory in the marketing channel theory,the current situation of the company’s channel management is focused on through questionnaires and interviews.The problems of channel function design,division and application of terminal,channel conflict management,low level of terminal information and the ability of employees are found out.Based on the analysis and reference of the development experience of Zhejiang and Dalian tobacco,aiming at the problems,combined with the optimization objectives and principles,using marketing channel related theories,try to find the corresponding optimization suggestions.It includes realizing differentiated service by adding channel evaluation elements,strengthening the relationship with channel terminal by establishing strategic alliance,and strengthening terminal incentive and information management ability by encouraging customer growth.At the same time,put forward safeguard measures for marketing channel optimization strategy to ensure the effective landing of the optimization strategy.On the basis of collecting a large number of relevant information,literature research and company research,this study draws conclusions by analyzing the industry and company data and provides feasible suggestions for the development of the company’s marketing channels.For the future,improve the advanced nature and anti-risk ability of cigarette marketing channels to achieve sustainable development of the industry.