A Study Of The Marketing Strategy Of Retail Terminal About The Cigarette Brands From Yunnan

At present, according to the party’s 18th CNC National Congress dealing with the relationship between the government and the market, more respecting the market rule, better giving play to the role of the government, comprehensively deepening economic system reform of the overall deployment, China’s tobacco industry’s competition environment and industry ecology happening in some subtle change. Under the influence of "the reform of marketization of cigarette marketing orientation" and the latest revision of the advertisement law reform, and the change of collaborative demand about retail terminal, and combined with Yunnan Tobacco Industry Co., Ltd. (hereafter referred to as YNZY) facing the tough marketing environment. Which makes YNZY faces significant challenges about terminal marketing.Against this background, this thesis regards channel management strategy as the research objects, using literature research, the combination of theoretical research, case studies research methods, analyzing the theoretical and practical aspects of domestic and international research through literature method, research and analysis PEST, STP, channel management, retail marketing of marketing theory. Taking, for example, retail marketing strategy of YNZY in Guizhou Liupanshui, Analysis of Liupanshui cigarette market environment, on which the author is based to raise the target market of YNZY. Then, in view of the target market, combined with the YNZY in retail terminal of the existing problems in the construction of the market and facing the new marketing environment, points out that YNZY retail market in the terminal construction needs to combine together for industry and commerce to carry out the implementations, corresponding strategy is presented for marketing strategy of retail terminal. Finally, on this basis, this paper constructs retail terminal building mode, and puts forward the corresponding safeguard measures.Through the research, in this paper, the main conclusions are as follows:retail customers and YNZY get a win-win situation by the implementation of terminal marketing, and improve the efficiency gains. And we can see:success in retail terminal building, depends on enterprise gain competitive advantage in the future; To carry out the retail terminal building, is great value of the retail terminal; Enterprises can enhance the brand competitiveness and gain more revenue, on the base of retail terminal building mode. In this, from theoretical height to delve into the retail terminal marketing mode, to enhance the YNZY in Guizhou market retail terminal construction level, provide reference for the industrial enterprises of retail terminal construction.