Research On Marketing Strategy Of B Series Products Of China Tobacco Hunan Industrial Co.,Ltd.

Influenced and restricted by the macroeconomic downturn and comprehensive factors such as tobacco control,the demand of domestic cigarette consumption market has gradually weakened and the market increment space has been shrinking since 2015.Sales situation has become more complex and severe,and the competition between tobacco enterprises and brands has become increasingly fierce.As a traditional superior brand in tobacco industry,Series B is facing the situation of low market status and insufficient development potential.It is urgent to explore new methods in product marketing strategy to reverse the current passive situation.In this paper,SWOT analysis methods are used to understand the development status of tobacco industry,from the perspective of domestic tobacco development environment,including the production and sales volume,consumption structure,industry concentration,and the trend of fine cigarettes.Through the analysis of the advantages and disadvantages of Series B,as well as the opportunities and challenges faced,it is concluded that Series B needs to adopt a torsional strategy.Under the situation of tightening tobacco control,speeding up the surpassing of domestic rivals,increasing infiltration of foreign giants and resurgence of local protectionism,Series B urgently needs to rely on brand,culture,technology and experience advantages to reverse the disadvantageous situation of low product structure,low survival of new products,unbalanced market and insufficient personnel.Relying on the advantageous orientation of consumption upgrading,category innovation,Internet development and policy,and combining with the theory of demand level,market segmentation research is accelerated,new categories are developed and new prices are laid out.Strengthen the maintenance of industrial and commercial relations,focusing on the classification of tobacco retail terminals and differentiated construction and application,and give full play to the role of Internet online channel construction.Combination of retail terminal and consumer promotion means,marketing,pull sales combination.In the application of marketing strategy,combined with the current price gap of Series B,three new creative concepts are put forward for the Cool Play group,fashionable women and the rich people respectively,and targeted selling point design,channel layout and promotion mode selection are carried out.Finally,in terms of the guarantee of the implementation of B series marketing strategy,the optimization suggestions are put forward from the product development system,personnel organization system and bid evaluation index system.That is to strengthen market-oriented demand forecasting and product development,form the integration of research,production and marketing,and expand the number and category of new product reserves.Enliven the human resources of enterprises and increase investment in the fields of talent echelon construction,key functions construction,internal talent exchange and collective wisdom sharing.Improve the index design,face up to regional differences,and build an assessment system that emphasizes both product sales and market conditions,controls the direction and operates locally in a differentiated way.Through the adjustment of product marketing strategy and the strengthening of safeguard measures,the ultimate goal of eliminating development shortcomings and activating product market performance is finally achieved.