| The political policies have a great influence on the tobacco monopolies. The Chinese tobacco industry is unified led, vertically managed and monopolized by the government. Currently, the industry is confronted with internal and external pressures.As for the former, goods supply is strictly accordant with the production plan and delivery, making severe mismatch between production and sales, backlog of inventories and is also hard to satisfy the demands of the market. For the latter, under the banner of tobacco control and anti-smoking home and abroad, the industry has clear sales control targets to reduce the harm to national health. How to fully satisfy the domestic demand within limited sales resource is a problem remains to be settled imminently.For these reasons, China Tobacco puts forward the idea of market oriented reform of goods launch. Namely, overcome the non-market factors like sales indexes, follow rules of market economy and set up the bottom-up mode of sales launch on the premise of franchise. According to this logic, the article mainly studies how to accomplish the reform on the basis of analysis of the industry background, development and problems of the tobacco launch. It can solve the limited sales indexes, backlog of the inventories and situation where the consumers are satisfied with. Market oriented reform of goods launch focuses on Juan cigarettes accounting for the majority of the goods sales, proposes the inventory management principle to goods launch. The brand and quantity of the launched goods are determined by the retailer, stock and market prices, which could prevent too much tension and excessiveness of the goods supplyThis study takes real time, dynamic sales information of tobacco market as the primary element for sourcing decisions. It reduces the inventory costs of tobacco companies and retailers, meets the demands of markets and accelerates the market oriented reform,which has extensively been used in tobacco industry of Zhejiang province. |
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