The Research On Marketing Channels Management Of Lanzhou Tobacco Company

With the development and improvement of market economy in our country, and when china's accession to the WTO, which the tobacco profession have faced significant change. Now the face of economic globalization as an irreversible historical trend, China's tobacco commercial enterprise must reform and innovation in all aspects, to adapt to the new circumstances.This paper focuses on the designing the marketing channels of Lanzhou tobacco company. Because of the dominant position of commercial enterprise in the industrial chain, what kind of marketing channels to be designed is the very important problem to be solved. An appropriate marketing channels strategy selection could help commercial enterprise keep sustainable development capacity and core competitiveness. This paper is divided to six parts. The first part describe not only the purpose and meaning of this paper and what kind of studying method to be used but also show the structure of whole paper. The second part is the marketing theory which supported the structure of whole paper. The third part focuses on the problem of the marketing channels management which existed in China tobacco commercial enterprise. The fourth part show the present situation of Lanzhou Tobacco Company and analysis the drawback of marketing channels management what Lanzhou tobacco company has. The fifth part is major part of this paper, in this part, author show the way to build marketing channels for the Lanzhou tobacco company by enhance custom service, innovate new marketing mode, develop brand co-operate with tobacco industry and improve internal management. In the sixth part, the defects of marketing channels management which designed for Lanzhou Tobacco Company in the paper to be show based on the practice examination for more than one year. And also author show the improvement directions. And this part is the summary of this paper.