Marketing Channels Management Of Tonghua Tobacco Company

Tonghua tobacco companies listed in 1 January,1984,under the Tobacco Monopoly Bureau in Jilin Province (the company). Area is mainly responsible for the management of cigarettes and cigarette wholesale market operations. Since the nineties, the company combined with the actual situation in the region, cigarette sales continue to strengthen the urban and rural network construction,including atotal of Tonghua,Meihekou,setsecurity,Huinan,Liuhe,Tonghua County cigarette wholesale network operators 6. Tonghua level sorting lines, sorting lines Meihekou sorting lines, assume the entire region of the cigarette sorting, logistics and distribution work. Corporation in 2005, the provincial company, Tonghua City, the company formed the three-tier system of parent and subsidiary companies, as a wholly-owned subsidiary and the main market operators the.State Council,Province,according to an independentoperation,aself-financing.Since 2006,the company constantly improve the management marketing,enhance marketing organizations and collaboratives upply capacityarerising.Consumer demand-oriented market forecasts. But the status quo from the current perspective, marketing management experience, and command of the phenomenon still remains a serious problem, from the traditional flow of business transformation, cigarette sales to changes in modern marketing, there are many remains to be done.In the absence of protection under monopoly, but also to acquire control of the cigarette market. In market-oriented, under the guidance of marketing, the tobacco of commercial enterprises should use their own resources as much as possible to meet the needs of the market of cigarettes in order to achieve business goals. Therefore, the tobacco companies to the city to address a core problem is how to implement an appropriate marketing strategy and operating strategy, expanding the focus of the cigarette brand market share is limited, so that retailers continue to profit.Chapter thesis on marketing channels and marketing management cigarette Theory The study was carried out. Cigarette enterprises in China, analysis of the characteristics of marketing, respectively, on tobacco products, proprietary franchise system, the Chinese tobacco industry and the development of the state's financial contribution to the extent. Cigarette marketing channels in the importance of the special nature of the analysis, the proposed cigarette marketing channels is based on cigarette sales in the modern network of professionals to establish control channels, is to enhance the core competitiveness of the industry's key resources. As the tobacco companies to the city as "the exclusive distributor of tobacco in the city" of retail stores to achieve the layers of management. And pointed out that the cigarette as a fast-moving consumer goods, their requirements of short and wide sales channels, at the same time, sales of cigarettes by tobacco companies as the only wholesaler in favor of a statutory monopoly franchise and control of the market. Defined in this chapter is the concept of marketing channels cigarettes: cigarette marketing channels are present in the tobacco industry and external, to promote cigarette products or services matching smoothly through the process of market exchange to consumers or consumer use of a set of interdependent organizations . Chapter II are analyzed. Attributes from the cigarettes, the market characteristics and the effects of cigarette consumption behavior of several factors. Combine the characteristics of China's cigarette consumption, pointing out that the characteristics of China's cigarette market. Mainly on the macro level, the impact of cigarette consumption demand in China's economic indicators and the indicators of the impact of cigarette the level of consumer demand. Cigarette market environment in the analysis, the key statistics from the cigarette brand management summed up the perspective of the domestic cigarette market is currently showing a characteristic. Marketing of cigarettes because of the connotation of the specialized features of the system there is no theoretical basis. Papers on cigarette marketing is also related to the "channel, product, price, promotion," marketing, such as a preliminary summary of factors, mainly on network-building and in accordance with customer orders cigarette marketing organizations supply a critical stage. An overview of the Department of cigarette-style from the wholesale to the integration of modern means of modern logistics flow process, "delivery orders" in-depth process of continued analysis of the inadequacy of marketing system, pointing out that both the reform of cigarettes laid the foundation of modern marketing, so that between Trade and Industry, more comprehensive framework of supply chain of cigarettes. Construction of Trade and Industry as well as integrated marketing system is an effective way to solve the problem. Chapter III of the paper including management and marketing functions. General management functions of the tobacco companies to the city's general management duties, sales management and wholesale outlets in the building, the implementation of orders for supply and marketing synergies, such as industrial and commercial pilot modern tools. Collaborative Commerce and Industry focuses on marketing and use data to prove that through concerted marketing and sales focused on the trend of a good brand. Tonghua through the market in 2008 cigarette sales, marketing and brand cigarette business running.The status quo focus on the analysis of the characteristics and sales management problems that the company focus on marketing the main difference between status and ability to directly have not yet been realized to a breakthrough in modern marketing management. Chapters through the above-mentioned analysis, papers in Chapter IV to Tonghua cigarette tobacco company marketing channels for the study and research, the use of marketing and management theories and methods, Tonghua current tobacco in marketing trends Analysis and management of marketing channels on the need for innovation on the basis of a marketing channel management. Cigarette marketing channels, including trend analysis, cigarette marketing channel management, channel marketing model. The first part of the content of cigarette marketing channel management: the management of marketing channels including the structure of marketing channels and marketing channels to act and use modern marketing methods and modern management of the major changes facing the industry and other channels of the structure of the evolution of trend analysis, management of cigarette marketing channels trends in marketing channels focused on the meaning of integration as the company's marketing channels provide an important management innovation reference guide. In the second part emphasizing the importance of the channels of innovation and management necessary. The third part is the main thesis of innovation, the company's stability through the channel structure, cigarette marketing network analysis of business processes, building the local characteristics of cigarette marketing, servicing model of integrated marketing channels. Covered on the model of business, logistics, cash flow, business collaboration, relationship, resource management, brand management, order management, such as the content of the expounded in detail, the main purpose is to achieve integration in response to market demand, from the services to transfer the value of tobacco products and value-added effect. Construction of the fourth part of the integration of channel models and focus of the work described.Chapter V on the implementation of integrated management of protected channels conducted in-depth discussions around the implementation of market, channel, brand, efficiency, resources and other aspects, the establishment of a market long-term mechanism, the efficiency of channel security mechanism, the integration of brand incubators, internal channels of incentive mechanism in order to enable the integration of channel mode. The first mechanism involved adhere to the market and customer-centric consumer research and the protection of terminal control; The second mechanism is mainly cigarette marketing system to protect the efficiency of operation; The third mechanism is the means to cultivate brand integration mechanism, the main consumers demand for research and brand cultivation and docking; the fourth is to establish clear management responsibilities and powers to run the system and improve the effective incentive and restraint mechanisms.Fully mechanized, the paper analyzes the market of Tonghua cigarette brand characteristics and tobacco companies Tonghua features such as marketing channels for the management of the status quo and existing problems, to build a tobacco company for the management of Tonghua characteristics and market characteristics model and the corresponding security mechanism, to improve the level of marketing and management company of great significance.