Research On The Optimization Of Marketing Strategy Of Longzhiqing Joined The Chain Convenience Store Of Lanzhou Tobacco Company

Since 2011,tobacco businesses have explored provincial direct-end chains and incubated local convenience store brands.Since 2018,Lanzhou tobacco companies have been actively promoting the construction of Longsheng franchise convenience stores,but the development of Longsheng franchise has lagged behind.How to promote the development of Lanzhou Tobacco Company on a large scale while ensuring the quality of construction through more efficient marketing strategies is a subject that needs urgent attention and solution at present.The research object of this paper is Lanzhou tobacco company Longsheng join the convenience store chain,focusing on Lanzhou Longsheng join the convenience store chain marketing strategy.Using STP theory,7Ps theory,New Retail Wheel theory,Service Marketing theory,Service Profit Chain theory,and drawing on the achievements of domestic and foreign scholars on convenience store theory,this paper analyzes the marketing situation of Lanzhou market.This paper analyzes the problems and causes in the marketing of Lanzhou Longseng franchised convenience store by means of questionnaire survey to customers,interviews with the owners of the convenience store chains and interviews with marketers.Based on the PEST and Porter Five Forces model,this paper puts forward the feasible marketing optimization strategy and safeguard measures.The research conclusion of this paper: the present situation of the marketing of the long-feeling franchised convenience store chain is poor,the main problem is that the lack of individuality,the lack of flexibility of the commodity pricing strategy,the single retail channel,the lack of attractiveness of the promotion of non-tobacco products,service personnel despise emotional communication,the contempt of the retail process for service,the emphasis on form and practicality of the consumer experience.Aiming at the above problems,this paper puts forward the optimization of product combination,insists on "clear price" for cigarette products,and carries out floating pricing for non-cigarette products.We have set up an integrated online and offline retail channel for non-tobacco commodities,and the three parties of tobacco "business zero" have jointly launched a storewide merchandising promotion campaign for consumers.Convenience store operators and tobacco company marketers have coordinated targeted business promotion to optimize the pre-sale,mid-sale and after-sale service flow of long-distance franchised convenience stores,create themed shops and enhance the consumer experience.Implementation safeguards are proposed from organizational,institutional,personnel and financial aspects.The research results of this paper will be of great significance to accelerate the transformation of Lanzhou Tobacco Company into a modern circulation enterprise and serve as a reference for other tobacco commercial enterprises and convenience stores.