The Marketing Strategy Research On Rural Cigarette Based On Value Co-creation Theory

The 2015’s central rural work conference stressed to develop the agricultural Industrialization,to actively develop various forms of appropriate scale operation and to increase the agricultural industry and capital investment.This is a big opportunity for developing rural cigarette market,so State Tobacco Monopoly Administration earnestly implements the rural tobacco works and actively strengthens the reform of "market orientation".And 2.2 million cases cigarette were saled in shandong rural market in 2014,accountting for 60% of the total sales.Under the regulation policy of "total amount control,lock the balance",rural cigarette market cultivation and development is particularly important.In view of this,the study does value co-creation theory as guidance,and does D city rural cigarette consumption market as the main research object. The study mainly researches four aspects content.First,the study reviews the literatures of the relevant theories and defines the core concepts. Firstly, it reviews the value co-creation theory, including the connotation of value co-creation, the domain of value co-creation, and define the Value Co-creation of cigarette consumption. Secondly, co-creation value is reviewed, including practical value and social value, emotional value, and their connotations are defined based on the angle of cigarette consumption. The part study lays a theoretical foundation for follow-up study.Second, the current situation of D city rural cigarette consumption market is analysised. The study analyzes the D city nearly five years rural cigarette sales data.the individual and collective consumption situation is analyzed respectively.Third, the study analyzes the macro factors(political and legal environment, economic environment, social and cultural environment) and the micro factors(the supply capacity of cigarette industrial enterprise, the marketing ability of cigarette commercial enterprise and the spending power of cigarette consumer)affecting rural cigarette value co-creation, and buildes a model of value co-creation marketing based on service dominant logic, which includes the four main body, namely cigarette commercial enterprise, the cigarette industrial enterprise,the consumers and retail customers. The study designes value co-creation marketing strategic of the rural collective cigarette consumption in order to the wedding group consumption as an exampleFourth, the implementation of value co-creation marketing need the synergy of industrial enterprises, commercial enterprises and retail customers.So the study puts forward the implementation countermeasures and suggestions respectively from three aspects.The study thinks that cigarette industrial enterprise should implement customer asset management, cigarette commercial enterprises should improve the value co-creation level from five aspects, such as the marketing concept, marketing strategy and concrete measures, and that retail clients should improve their management level from five aspects, such as good faith management, quality assurance,reasonable inventory.Through industrial enterprises, commercial enterprises and retail customers service cigarette consumers together, cigarette consumers acquire their value and the other three sides obtain exchange value.