Research On Promotion Mix Of "Dihao" Cigarette In Xuchang Cigarette Factory

With the uninterrupted completing and developing of our country's socialistic market economy, especially in the extending of opening to the outside world after joining the WTO, China tobacco is experiencing an important transform, and the tobacco trades are developing into a new historical period. In the background of the all-sided completing of buyer's market and the internationalizing of the internal market, the development of China tobacco is facing lots of important changes that it never faced before. For a long time, under the protect of monopolistic system, some tobacco companies manage poorly and the market is saturated. On the condition of buyer's market, companies don't really pay attention to understand the market, adapt to the market, nurture market and exploit market. As a result, the market control capability of companies is not strong, the percentage of market occupancy is not high. Compared with the international tobacco corporation, China Tobacco Company not only falls behind in the technology, but also has a big difference at the management, at the system of the marketing and the market exploitation. The only way for Tobacco Company to have a long term economic interest is to fit in with the changing of market, transforming the system of management and using new marketing theory and method. To get effective marketing activities, companies have to use different kinds of sales promotion tools, magnify the affection of the company as well as the product, and promote the market's understanding to the product. After that, it can promote the sale of the product, get the tobacco companies stronger in the keen market completion day by day, and accept the challenge from internal and international markets.For the company that is good at management, it should not only develop the product easy to sell, establish the rivaling powerful price and choose the suitable channel of distribution, but also need to control the company's image, design and circulate the beneficial information of the appearance, feature, buying condition. Link up with the relationship among producer, operator and the customer, motivate the customer's desire and interest, then meet the consumer's demands, urge them to purchase and proceed promotion activity. Therefore, according to the actual circumstance, Xuchang Cigarette Factory makes a conversion of purchase desire to purchase behavior to satisfy consumer's demands. Research on Promotion Mix of Xuchang Cigarette Factory is to make enough preparations to meet the new opportunity and challenge.The most important way to make the tobacco enterprise gain interest for a long time is to research on promotion mix and establishment that suits the enterprise's promotion mix strategy. Therefore, research on promotion mix of tobacco enterprises not only pushes the development of the enterprise itself, but also makes the tobacco enterprise play more important function in the development process of national economy.According to the hull environment of the tobacco trade, in this paper, it investigated andanalyzed the sale condition of "Dihao" cigarette. Based on the result of investigated, the article research on promotion mix of "Dihao" cigarette in different market. So that, can improve it's popularity and competitive power of Xuchang cigarette factory.This paper contains 7 sections. Section 1 is introduction. Section 2 introduces internal and international tobacco trade's present situation and the new orientation in development. Section 2 sums up main contents for promotion mix strategy. This chapter includes the meanings of promotion, the function of promotion and the influencing factor of promotion mix. Section 3 smiley describes the present situation of Xuchang Cigarette Factory and it's developing process, explains the importance of "Dihao" cigarette in the factory. Section 4 introduces three kinds of sale regions of "Dihao", and classifies them into advantage region, general region and bad situation. Section 5 studies promotion mix of three kinds sale regions on the basis of the information provi...