Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Research of Marketing Mode for Jilin Tobacco Industrial Co.,Ltd.

Author YinJianFeng
Tutor ShenSongDong
School Jilin University
Course Business Administration
Keywords Tobacco Marketing model Market analysis Research
CLC F426.8
Type Master's thesis
Year 2010
Downloads 254
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Implement cigarette national monopoly system has long been China's tobacco industry, cigarette the Monopoly franchise, product plans production, a single channel is very price plan, the promotion is restricted to the four elements of marketing are not normally play. If the cigarette market marketing, at most, only extensive marketing. With China's accession to the WTO, the domestic tobacco situation facing increasingly severe. Of the problem: China's tobacco industry marketing model can not adapt to the future situation need we all know, the premise of the WTO all the rules, almost all of the enterprise as an economic and trade body without administrative intervention. Although in the negotiations on accession to the WTO agreement, China has always insisted on the retention of the national tobacco monopoly system. But with declining tariffs, foreign cigarette price advantage will be more obvious, With the influx of foreign cigarettes, basically unchanged in the face of total demand, the Chinese market, the market share of the domestic cigarette will be greatly eroded package full embrace of the Tobacco Monopoly unquestionably change. China's tobacco industry since the Industrial and Commercial separate cigarette industrial enterprises are mainly responsible for cigarette production; commercial enterprises are mainly responsible for cigarette sales and marketing management. Therefore, the concept of the cigarette industrial enterprises like the old concept of the production, is only responsible for the production, marketing to the cigarette business enterprises to complete. Although many cigarette industrial enterprises have set up the marketing department, but the marketing compared to international tobacco giants there is a great gap, and only continue to improve the level of marketing, professional, specialized marketing is to survive. Cause of the problem: the status quo of China's tobacco marketing analysis system protection, cigarette marketing is just extensive marketing tobacco industry marketing chain, including industrial enterprises within the marketing staff, the tobacco company, Marketing Manager, cigarette Lingshou Hu, consumer persons. Cigarette marketing to do the work of the tobacco business enterprises, Lingshou Hu and consumers' lack of attention and insight. Although some industrial enterprises also increased attention to marketing terminals, but also did not form a complete marketing chain. Should see that consumers now pay more attention to the excellent service and thoughtful care, lost consumers often than product quality problems, but consumer dissatisfaction with services, provide an excellent service, and establish consumer loyalty to the company need to consumer values ??throughout the entire business process, the various departments of the enterprise will be highly integrated, consumer-centric work; the other hand, consumer demand, the values ??will constantly changing market environment interaction, and the increasing frequency of this change, for them to adapt to this change, the kind of traditional one-way marketing communication is now insufficient, needs a new two-way communication marketing instead to establish long-term stability of the interactive relationship between consumers and businesses. Jilin Tobacco Industry Co., Ltd. marketing strategy through the analysis of the current situation of the domestic and upcoming international challenges facing the the Jilin tobacco industry limited liability company in product strategy to continue to adhere low Jiao category, efforts to develop Chinese cigarettes, and each package low coke products seek Correspondingly chief selling point of the product, and so better able to capture the target consumer groups. Consumer market segmentation based on the choice of the target market, depending on the target market to adopt a different marketing strategy. In addition, due to the limitations of the current system, or to actively adhere to industrial and commercial cooperative marketing and the push-pull combination of marketing, but to actively explore new collaborative way bigger and stronger competitive brand further and pay greater attention to the understanding of the end consumer, for the consumer different from the need to provide better service.

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