Marketing Research Of The Tobacco Industry Enterprises

China’s tobacco industry is a special profession, which is under unified leadership,vertical management, monopoly, business management system. In the tobacco industry’s marketing value chain, industry is responsible for production and brand management, and business is responsible for tobacco production and sales. However industry and business have severe unequal status. The business occupies an important strategic link in the value chain. It not only masters the raw material supply and marketing but also owns all the marketing resources in the region. In fact, industry is heavily influenced by local businesses in marking links in addition to owning the brand. The original management system plan only adds to the tendency to deviate from the marketing in tobacco industry.As the tobacco enterprises have accustomed the mode of allocation and program management, they are lack of awareness of commercial channels in the province. They have also accustomed to thinking of the tobacco family in competition for markets outside the prince, so they do not have many marketing tools. In fact, most of the tobacco enterprises lack a real sense of marketing function. This article discusses how the cigarette industry enterprises should adapt to the needs of the market economy, and how they can focus on major brands and market formation and improve the competitiveness of the whole industry from the problems of the current tobacco industry marketing and as monopolized industries. The first part of the paper analyzes the background, the purpose,the significance, the content, the brief and the method of the relevant research. The second part leads to tobacco industrial enterprises marketing status quo and existing problems from the tobacco industry survey. The third part is macro-analysis. It uses Michael Porter s Five Forces Mode, SWOT model and the customer lifetime value model to analyze the problems in the marketing of industrial enterprises combined with the current situation of tobacco industry marketing. In the fourth part, it carries out some detailed expositions and analysis on the value of retail terminal which is the most overlooked value by tobacco enterprises. In Part Five, it summaries the full text of research and provides the related policies and suggestions besides the prospect analysis. Hope that this study can provide a referential development path for tobacco enterprises’ large brand.