| As the cornerstone of industry, the whole five million cigarette retail terminals are the industry's most valuable resources and the most basic force for the industry to rely on, is the most important battle field for future cigarette marketing, is "the last one kilometer” of cigarette marketing network, holding the information of real market consumers' demand. On the one hand, as China's tobacco control becoming serious, promotion channel for cigarette brands is getting more and more narrow. It is possible that in the near future, tobacco industry will inevitably face such restraint as "ugly pattern, plain packaging, sales off the shelf, site control, cut the sound and shadow " restrictions; on the other hand, as the approximation of reform in Chinese tobacco market, retail terminals must become main battlefield that the international tobacco giants compete for. Therefore, how to give full play to the advantages of the industry, formulate correct cigarette retail terminal strategy, maintain cigarette retail terminals' sound development are what tobacco companies should think and research.This paper took Jiangmen Tobacco company as example, based on review on related literature, this paper pointed out the problems in Jiangmen retail terminal construction like ineffective effects, low customers' satisfactory, low profitability. Then the paper analyzed the problems and reasons by the aid of Potter's Five Force Model, consumers' behavior and SWOT. Finally, this paper proposed related strategies and suggestions, hoping to provide a reference for the tobacco terminal construction. |
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