Research On Marketing Strategy Of Gansu Tobacco Industrial Co.,Ltd

Tobacco is a kind of fast-moving consumer goods(FMCG)in the attributes of consumers.The commercial value of tobacco depends on the marketing capacity and using frequency of customers.But,because of addiction trait,the tobacco products are imposed restrictions on planting,producing,transportation and retailing by the government.Since The State Council promulgated the Regulations on tobacco monopoly in 1983,the tobacco industry in China has implemented the management system of tobacco monopoly,and cigarette products are subject to strict planned management,which not only ensures the market supply of tobacco as a special commodity and stabilizes the price,but also ensure the national fiscal revenue and the long-term and stable development of the tobacco industry.However,after the growth peak of the tobacco industry in 2014,the growth rate of overall benefits slowed down significantly,and the stock of the domestic cigarette market was almost saturated,and it was on the trend of further reduction.The growth rate of cigarette sales and single box structure decreases year by year.More than 100 brands in China have entered a new pattern of stock segmentation from the era of sharing incremental dividends,which poses a new challenge to the development of cigarette industry enterprises.At the same time,with the development of economy and the upgrading of consumption,the homogenization of cigarette products has become increasingly obvious.However,the new generation of consumer groups deeply affected by the Internet have undergone a subversive change in their thinking and behavior mode,and the traditional one-way transmission marketing mode of wide publicity cannot attract the attention of them.It forces tobacco companies to adjust and optimize their marketing strategies,identify the target customer groups,and implement more accurate marketing strategies,so as to effectively enhance the competitiveness of their brands.This article takes the special shaped cigarettes of GANSU TOBACCO INDUSTRIAL CO.,LTD.,firstly,it bases on the relevant literature review,combined with the marketing status of special shaped cigarettes of Lanzhou brand belongs to GANSU TOBACCO INDUSTRIAL CO.,LTD..According to use the PEST analysis and Porter’s Five Forces model,it will analyze in depth respectively in the macromarketing environment faced by enterprises and the competitive atmosphere of special shaped cigarettes.Through SWOT analysis,the paper will discuss the enterprise’s own advantages and disadvantages as well as external opportunities and treats.It is also essential to find out the current situation and existing problems of special shaped cigarettes marketing in GANSU TOBACCO INDUSTRIAL CO.,LTD..Secondly,the domestic cigarette market will be subdivided and selecting special shaped cigarettes of Lanzhou Brand as the target marketing by using STP analysis.Thirdly,it is going to do cross combination of 4V,4D and 4P theories.By using Variation,Versatility,Value and Vibration as the principle,selecting 4D marketing theory as the guidance which is more suitable for the mobile Internet era.According to the framework of 4P marketing theory,combined with particularity of tobacco products,it will develop more accurate marketing strategies in four dimensions which are variation-demand-products,valuedeliver-price,versatility-data-place and vibration-dynamic-promotion.Finally,based on the current situation of company,the safeguard measures will be put forward in the structure of organization,the allocation of resources,the brand culture and the team building.It is promising that the research on special shaped cigarettes of GANSU TOBACCO INDUSTRIAL CO.,LTD.could provide feasible strategies of precision marketing to enterprise.It could play a certain role in build the high quality and sustainable development of enterprise.