Research On ZB Tobacco Company Marketing Strategy Innovation Of Cigarette Products Based On Customer Orientation

With the rapid development of market economy, the tobacco enterprises gradually try to use market management idea to guide their marketing work, and achieved gratifying results. But the tobacco industry development is still faced with market-oriented means problem. According to the management concept of modern marketing, the marketing of tobacco products should be oriented to consumer demand, and marketing activities should be planned by the characteristics of the consumers buy, consumer behavior and the change of consumers’brand loyalty. The tobacco industry in the past the monopoly business model made it to lack of understanding of the demands of consumers. In market management, the tobacco industry is mainly centered in national tax needs and production enterprises as a product of the management idea, caused the phenomenon of supply and need to disconnect, some consumers of discontent, and the waste of resources. Therefore, tobacco products mercerization management mode is to explore with the tobacco industry monopoly management and security administration color gradually blurred, has the vital significance in the future. ZB cigarette companies still are under "marketing type" marketing idea led. A series of problems existed in the marketing strategy of ZB cigarette companies, such as lack of accuracy on products launch, the brand development work inadequate, sales channels construction backward, product promotion lack of novelty and relationship marketing model obsolete. Faced with an increasingly open and cigarette consumption dynamically changing market, ZB Cigarette Company’s marketing philosophy urgent needs to advance with the times, to completely rethink the cigarette companies marketing concept, the full absorption of green marketing, cultural marketing, precision marketing, experience advanced ideas and methods of marketing and brand marketing.Demand for consumer market research based on customer-oriented, whereby exploration and formation of tobacco products in line with market-oriented business model, clarifying the intrinsic link between customer demand and market-oriented business model, we must consider how to implement the market on the basis of customer needs management, how to meet the needs of consumers through cigarette market operations. Meanwhile, using ZB tobacco company practice, analyze its operating status and existing problems, to propose suitable planning marketing strategies for ZB tobacco consumer demand. Consumer questionnaire were designed to research the state of the market. Combined with the green marketing, cultural marketing, precision marketing, experiential marketing and brand marketing ideas, the marketing combination strategies were put forward in line with the status of ZB area of the cigarette market. It includes mainly from the product launch strategy, brand cultivation of innovative ideas put forward five aspects of strategy, sales channel strategy, product marketing strategy and relationship marketing strategy etc.. At the same time, the effective implementation of marketing strategy were put forward for ZB tobacco companies marketing strategy, such as strengthening the basic management of marketing, strengthening marketing service level, improving the quality of marketing staff and striking implementation of the target responsibility system and other measures to ensure the implementation of the strategy on cigarette marketing.Through analysis and research, analyzes the consumer behavior of cigarette consumer ZB area characteristics, influencing factors, brand preference, customer management condition were got down, and ZB tobacco company’s current marketing strategy problems also analyzed. On this basis, the customer oriented marketing strategy and innovative ideas, cigarette marketing strategy innovation based on the goals, combination of marketing strategies and measures to guarantee the design has the characteristics of ZB in tobacco were put forward. Innovation of cigarette marketing strategy, will give ZB tobacco companies sustained, healthy and stable development, furthermore, it will provide a useful reference for other tobacco companies in cigarette marketing.