| In the shade of monopoly sales system and macroeconomic plans of Chinese government, the tobacco business enterprises in China have begun to suffer more and more problems in recent years because of the change of domestic and foreign environment. The entry into the WTO and signing of the WHO Framework Convention on Tobacco Control((FCTC)) brought tremendous impact on the fast development of the tobacco business enterprises in China. The Chinese government's requests to accelerate the reforming of monopoly industries, to separate the business industry from manufacturing industry and to reinforce these companies' position as independent market subjects made the tobacco business enterprises which always have been protected by the monopoly sales system difficult getting with the new situations, such as new management concepts and systems. It is urgent to find ways to help the traditional tobacco business enterprises to turn into the flourishing ones with modern market concepts.By using the marketing tactics theory and applying the analytical methods of PEST and SWOT, this thesis analyses the outside environment of tobacco marketing of××Tobacco Company and finds out the advantage, disadvantage, chance and challenge of its development. After discussing the trend of Chinese tobacco market and grasping the direction of tobacco industry, the author studies the product strategy, price strategy, channel strategy, promotion strategy , relationship marketing strategy and Green marketing strategy and points out that to survive healthily in the changing domestic and foreign environment for a long time,××Tobacco Company must construct a modern marketing system with the cooperation of tobacco manufacturing industry, which is market and customer-oriented, strengthening the brand names cultivation and maintaining, building sound marketing network and promoting efficiently. This thesis also tries to give out some practicable suggestion for all reforming tobacco business enterprises in China. |
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