A Study On The Risk Management Of The Market Promotion Project Of Zhenlong Qiyuan Brand Of China Tobacco Guangxi Industrial Co.,Ltd

After a rapid development over ten years,the tobacco industry in China had reached a "Point of Inflection" at the end of the "12th Five-Year Plan",earlier than anticipation.The smoking population consecutively decreased for years because of louder public voice about tobacco control and stronger health consciousness of the people.The industry faces serious problems like over production,excessive supply and unbalanced structure.The cigarette market has turned to stock competition from incremental sharing,and the tobacco industry is under an unprecedented pressure of economy downturn.Under such a dire circumstance,it is prevailing that cigarette manufacturing enterprises increase their input of marketing resources and launch new products.However,due to the lack of risk study and effective research on demand,a great majority of new cigarette products failed in the market.Therefore,risk study on the project of market promotion of new cigarette products has become one of the new subjects in tobacco industry.The author,taking the real case of market promotion project of ZhenLong QiYuan brand of China Tobacco Guangxi Industrial Co.,Ltd.as the object of risk study,made systematic discrimination and classification of all the potential risk factors,adopting the methods of data analysis,checklist,brain-storming,causal diagram,and Delphi.By integrating theory with practice,repeating evaluation and revision on risk factors,the author effectively applied fuzzy synthetic evaluation model in the cigarette market promotion project for risk evaluation,and finally realized risk quantified evaluation on the whole project,whose result matches the real performance of the project’s market promotion.The research measures and results of this thesis will be contributory to cigarette manufacturing enterprises for discriminating potential and important risks when launching new products.Moreover,the thesis brings forward effective measures,which would be reference for improving success rate of new cigarette products market promotion.