High Value Retailer’s Selection Of Chenzhou Tobacco Company

The determination of the high value of tobacco retailers is the foundation of the tobacco enterprise marketing management, only to find out high value retailers to develop high value retailer management strategy. Chenzhou Tobacco Company found some problems in marketing management, such as not distinguish retailers; not to provide differentiated services for different value retailers; analysis on the retailer’s demand is not enough. So how to choose a high value retailers focus on management, the greatest benefit to use the company’s limited resources has become a problem needs to be solved quickly. In this paper, we evaluate the value of tobacco retailers according to the characteristics of them.First, starting from the cigarette retailers’four aspects include contribution degree, effect degree, loyalty and credit, to determine the value of evaluation index of cigarette retailers, thus measure the cigarette retailers’value indirectly. Second, making cigarette retailers value evaluation table. Through descriptive statistics analysis and frequency analysis of evaluation index of value analysis, in-depth understanding of present situation of cigarette retailers market competition structure. Third, using cluster analysis to segment the cigarette retailers and research tobacco retail clients’behavior. Finally, developing management strategies for different cigarette retailers group, to promote the tobacco companies to reduce costs and improve efficiency, and the healthy development of the market.This study analyses of cigarette retailer’s current value and potential value for evaluation and classification of retail clients, and according to the different retail customers and formulate corresponding measures, help enterprises optimize the allocation of resources, save the cost of human resource, conducive to the maintenance of cigarette marketing network, cultivate the cigarette brand, promote the market area cigarette sales and profit level.