The Strategic Marketing Research Of Chongqing Tobacco Company

Tobacco industry is the important source of Chinese revenue. With China joining WTO,the marketing process of Chinese tobacco management system became fast. The domestic tobacco enterprises were forced to face the strong competition from international tobacco companies. Being a commercial enterprise , Chongqing Tobacco Company was on the duty of tobacco monopolization and developing market. Chongqing Tobacco Company must constitute the marketing strategy of cigarettes, which are the main source of profits, so that it can control the local cigarette market and improve competitive ability. Based on the special background of tobacco monopolization, firstly, author investigated the tobacco customers and tobacco dealers, forecasted the sales trend in the future. On the base, by using theories of customer psychology, behavior and marketing strategy in the thesis, author designed the marketing strategy of Chongqing Tobacco Company, confirmed the marketing strategy target, target customer and the positioning in Chongqing cigarette marketing, brought forward the marketing mix to reach strategy target. At last, author brought forward the control steps of marketing strategy execution and the methods to evaluate the effect. There would be some practical value for Chongqing Tobacco Company to improve the competitive ability and control the dealers and the local cigarette market.