Research On Marketing Strategy Of Binzhou Cigarette Tobacco Company

As tough tobacco control laws, policies, actions and the health consciousness of citizens are increasing, the tobacco industry development condition has changed deeply. Facing more efforts to ban smoking in public places and cigarette packaging labels warning; facing tobacco taxes are increasing continuously; facing tobacco advertising sales promotion is more and more strict and the serious situation of market growth is slow, how to develop effective cigarette marketing strategies and how to improve the tobacco commercial enterprise market competition abilities are a major task for Binzhou Tobacco Company.Based on the special industry background in monopoly, this paper takes Binzhou tobacco marketing strategies as the research object. First, it uses 4 p, STP marketing theories and uses PEST and SWOT analysis methods. It analyzes and summarizes in internal and external management environment in Binzou Tobacco Company. And it also analyzes the advantages, weaknesses, opportunities and threats in the cigarette marketing business. The paper has found the problems and reasons in making and carrying out the cigarette marketing strategies of Binzhou Tobacco Company. It analyzes four aspects, such as the cigarette marketing segmentation and target marketing selections, product strategies, channel strategies, culture marketing strategies. It has set up more scientific, more targeted and suitable strategy system for the company developing nowadays.Finally, this paper puts the safeguard measures in the process of implementation. That is to say, it should strengthen the construction of three teams; provide financial services and guide the training for cigarette retail customers and establish and improve the corresponding performance evaluation system.