The Retail Terminal Services Marketing System Construction Research Of Yili Tobacco Company

The cigarette commercial enterprises as cigarette products an important link in the supply chain, the cigarette industrial enterprise, even under the cigarette retail terminal, into a set of industrial product distributors and retail terminal products and services into one enterprise. Service is the only product of Cigarette commercial enterprise, become the key of Cigarette commercial enterprises to build the core competitiveness of the service, the essential requirements of Cigarette commercial enterprises in the course of business, must "began in customer demand, customer satisfaction was" as the service object, the retail terminal as the most important strategic resources and development alliance to treat. Win the retail terminal satisfaction and identity, the ultimate goal is to establish the correct concept of service by guiding the enterprise staff, strengthen the employee service skills, improve the service efficiency of marketing, the relationship between the continuous consolidation and the service object, in order to consolidate the good strategic partnership as a breakthrough point, to maintain sustained competitiveness of tobacco commercial enterprises.Relative to other service industries, in the protection of the Chinese tobacco monopoly system, the tobacco commercial enterprises with good policies and resource advantages, but it is the existence of this protection, the cigarette commercial enterprises in the mechanism of the lack of competition in the market, in order to improve the service ability. From the current status of Yili tobacco’s service, marketing personnel found that lack of awareness of the need to meet, the retail terminal retail terminal demand are lack of ability, provide services to the retail terminal does not match the actual demand still exist.Therefore, this paper will start with the service marketing theory, combined with the actual research on Yili tobacco, analysis of the existing construction of Yili tobacco marketing service system in the process of problem, by optimizing the allocation of resources, the use of a standardized management, establish and perfect the service marketing system, standardize services, improve service quality, improve customer service and retail level, to create a good strategic partnership, to enhance the core competitiveness of Yili tobacco.The main contents of this paper:This article from the Yili tobacco customer survey quality satisfaction survey, service personnel to start, the differences between can provide services and retail customer potential demand analysis, problems and key nodes existing in the development of Yili tobacco marketing services to find work.Combined with the actual situation of Yili cigarette market, establish the retail terminal evaluation model, subdivide all the retail terminal on Yili tobacco service, analysis of demand of different types of retail terminal, and as the specified service marketing strategy based on marketing personnel. By reasonably setting the marketing personnel, establish and improve the service quality evaluation system, through the improvement of the complaint feedback system and marketing personnel performance evaluation, to provide protection for the operation of the Yili tobacco marketing service system.