| After China joined World Trade Organization, China's economy and international economy are integrated with day by day. Every large-scale trans-corporations have accelerated the infiltration paces into China's market. This, at the same time, brings opportunities and challenges for China's tobacco industry to realize trans-corporation's global production. In the face of the fiercer and fiercer international competition, Shaanxi Tobacco Company has carried on the thoroughgoing and painstaking market survey. And under the new market environment, as an industry monopolized by country, tobacco industry has gotten unprecedented development. However, at present, the sales condition of cigarettes allows of no optimist in the tobacco market of Shaanxi Province. For the enterprise selling cigarettes, the user's demand is the center of marketing. The only way for the enterprise to survive and develop in the competition is to better satisfy user's demand for the products, price, purchase channel, etc.This thesis takes cigarette marketing channel of Shaanxi Tobacco Company as the research object and content. On the basis of marketing channel theory, it analyses the marketing environments, people's consumption characteristics for cigarette products, consumer's type, habit, taste, etc. Through the analysis of current situation for cigarette marketing channel of Shaanxi Tobacco Company, it has pointed out the existing questions.In order to impel the cigarette products or service of Shaanxi Province to be used or consumed smoothly, it has classified the tobacco market of Shaanxi Province, and has made the goal for tobacco marketing channel. According to the characteristics of need and purchase in specific markets, it has broughtforward corresponding tactics and proposes for the change of marketing channel, which aim at expanding the cigarette products in the market share of Shaanxi area and increasing economic efficiency.Content that this thesis study is not only valuable to build marketing channel of cigarettes products for Shaanxi Tobacco Company, it is also worthful to reference for building marketing channel of similar products. |
