Analyzing And Researching The Management Of The Top-grade Product In Tabacco Enterprises--Etsong Tobacco Group Qingdao Cigarette Company For Example

Top-grade product is the important source of business profits for its huge extra value. Enterprise always pays a good deal of attention to its manufacturing and management. In China, tobacco industry is one of monopolize industries. Many business activities of cigarette companies are under strict control, including raw materials and equipment purchasing, price fixing, sale ditch selecting and advertising. For this reason, when Etsong Tobacco Group Qingdao Cigarette Company met with profit crisis caused by a sharp decrease in sales of top-grade products, to analyze the reason and find the countermeasures has a practical significance.The author tries to apply basic management theories to practice. On the basis of company investigation and data collection first, the paper analyzes Qingdao Cigarette Company's situation and industry competition environment, such as macro-environment, industry competition situation, related political and legal provisions, consumers, Chinese tobacco market and marketing level. Second, the paper uses value chain theory to analyze each part of company value activities.App I y i ng 4Ps and supp I y cha i n theory, the author po i nts out that problems lie in marketing, raw material purchasing and inventory. At the end of this paper, the author put forward the countermeasures: enhancing marketing level, reinforcing sales ditch, changing brand strategy, reinforcing brand management and improving supply chain.This paper is a kind of application research paper, the author tries to write it as a case study paper and hope it can be helpful for tobacco enterprises or other simi lar companies.