Henan Tobacco Three-dimensional Collaborative Marketing Research

National Bureau formulated the introduction of "Guidance to further promoting the cooperativemarketing of industrial and commercial enterprises" in February,2008. This laid the foundation of tobaccoindustry, industrial and commercial cooperative marketing efforts in the form of statutory provisions. In theguidance of this spirit, Henan Tobacco started to explore cooperative marketing for industry and commerceindustry. In2010, Henan Tobacco Marketing Center cooperated with Zhongshan, Guangdong TobaccoMonopoly Bureau, and regarded Zhongshan Tobacco market as the brand development of the pilot. Themain content of the mode is "a purpose, four-body interaction, three promotion, five support ", abbreviationas “1435” three-dimensional collaborative mode.The DCM three-dimensional cooperative marketingsystem made great success in terms of integration of advantageous resources, sharing marketinginformation, and develop marketing channels. However, in brand development and market building,compared with a commercial company requirements there are still many outstanding contradictions. Thisoutstanding performance is the "large vs. small","many vs. lack","town vs. country" and "high vs. low”.Faced with these problems, the DCM three-dimensional cooperative marketing system to befurther developed and improved in order to be truly successful in the new situation. This article discusseshow to create a DCM three-dimensional cooperative marketing practices, in order to overcome thedifficulties previously encountered. Practices as follows: to establish and perfect the market to create astandard (including brand development, market building, organizational development and team building),and deepen the implementation of the benchmark market operations (including the supply of goods, branddevelopment, branding, consumer development and terminal maintenance, etc.).This study is a useful complement to previous studies: the tobacco industry cooperativemarketing is nearly two years before the development, theorists on this issue explore the less, the lack ofexisting research on company-specific case studies, which is difficult to proceed from reality theories ofcooperative marketing, in-depth analysis. In this study, Henan Tobacco, for example, the cooperativemarketing industry and commerce of the tobacco industry to conduct a detailed analysis and study andanalyze the status quo and the lack of implementation of the DCM mode, in order to provide a sample to the theory and practice and case and tobacco sector to promote industrial and commercial cooperativemarketing to provide a theoretical reference and empirical evidence.