Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on Marketing Management of Rucheng Tobacco Co

Author YangGuanYun
Tutor MaChaoQun
School Hunan University
Course Business Administration
Keywords Rucheng Tobacco Corporation Market Environment MarketPositioning Target Market
CLC F274
Type Master's thesis
Year 2012
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With the rising of anti-smoking movement, people care more about their health,tobacco industry will have to meet the challenge of slow increasing in sales in the future.China’s tobacco industry is forming a fully buyer’s market, the domestic marketincreasingly international big context. In order to deal with the challenges facing, thetobacco enterprises should use effective marketing strategy to enlarge the share of market,establish a brand image and win the long-term competitive advantage. Hunan RuchengTobacco Corporation should have a correct understanding of the development of thecompany faced the reality and potential problems, and strive to seize the opportunity, toconstruct the enterprise development marketing system, through the brand establish willenhance the enterprise the competitive ability, which relates to Hunan Rucheng TobaccoCorporation can be sustained and rapid development of the core problem, is both astrategy problem, but also a strategic issue.Based on Hunan Rucheng Tobacco Corporation (hereinafter referred to as yourcity tobacco) marketing system present condition for research object, using marketingstrategy research status at home and abroad, on the basis of the use of modern marketingtheory, First of all in your city tobacco external environment in China is analyzed, andthe present situation of the development of tobacco industry in China and the currentsituation facing the tobacco industry and the market characteristics, and tobacco industryfacing opportunities and challenges. Then from Hunan Rucheng Tobacco Corporationmarketing present situation to, to Hunan Rucheng Tobacco Corporation to carry on theomni-directional analysis research, this paper analyzes the strengths, weaknesses,opportunities and challenges to find out the main problems of the present operation. Thispaper then to Hunan Rucheng Tobacco Corporation for the analysis of the marketselection, the market segmentation, and to determine the target market, at the same timein marketing and strategic management of the basic theory, basic method for the maintheoretical basis, the application of integrating theory with practice, and put forward themethod of Hunan Rucheng Tobacco Corporation in product, price, channel and sales fouraspects of marketing combination strategy.In the end,the article expounds Hunan Rucheng Tobacco Corporation from theenterprise’s own development and respond to the market challenge should take marketingstrategy, the guarantee of marketing strategy. Through the brand market planning, brand cultivation, we strengthen the cultivation of professional marketing team and enterpriseculture construction to strengthen enterprise’s marketing ability.The results of this study not only provide beneficial help for Hunan RuchengTobacco Corporation t,but also to the tobacco industry of other company’s marketingstrategy formulation has certain reference value.

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