Study On Marketing Strategy Of Dongying Tobacco Company In Shandong Province

Developing and implementing the effective marketing strategy contribute to better make full use of its advantages in resources, occupy the market, and create higher profits for enterprises. As a municipal-scale tobacco commercial enterprise, Shandong Dongying tobacco co., Ltd is facing the difficulty in cigarette marketing, the poor effect of marketing and the slow growth of profits under the pressure of the current society of smoking control and the economic downturn。How to develop and implement a more scientific and effective tobacco marketing strategy, better meet the market demand and keep the increasing sales of the enterprise, has become an important topic for Shandong Dongying tobacco co,LTD.This article deeply analyzes the tobacco marketing of Shandong Dongying tobacco CO,.LTD, and proposes the marketing strategy and supporting measure according to relevant theories of marketing, environment analysis and SWOT model. Firstly, the article expounds related theories of marketing, including 4P, 4C, and 4R theory, etc. Secondly, the article analyzes the company’s macro and micro environment, and marketing situation, and points out main problems of tobacco marketing. Thirdly, on the basis of environment analysis and status analysis, the authors proposes the basic approach of generating the company’s marketing strategy respectively from products, prices, channels and sales promotion. Lastly, for the sake of the effective implementation of the marketing strategy, this paper indicates the supporting measure of implementing the company’s marketing strategy.It is a beneficial exploration for the author to choose this topic on the basis of company’s marketing situation and her own job, and deeply analyze the marketing strategy of Shandong Dongying tobacco co., LTD. The research findings not only apply to the marketing practice of Shandong Dongying tobacco co., LTD, the increase of the marketing effectiveness, and the promotion of company’s competitiveness and economic benefits, but also can be the reference for other similar enterprises.