Research On Optimization Of Cigarette Marketing Strategy Of Changde Tobacco Company

With the continuously development reform of tobacco industry system, the tobacco industry, which was once in the absolutely monopoly position, is also slowly being penetrated by market ideas. In the face of strong foreign tobacco giants and increasingly severe external environment, Changde Tobacco Company should optimize mode, perfect mechanism, aggrandizement service, enhance the ability, in order to enhance their competitiveness. So that in the future it can be in an advantageous position in the future competition.The paper using PEST analysis method, analyze the effect of the cigarette marketing of Changde tobacco company from the political, economic, social and technological aspects. According to the Changde City Tobacco Company cigarette marketing situation, existence problem to undertake detailed analysis, point out at present Changde city tobacco company marketing strategy pays too much attention to the past" quantity" growth, in the strategy of marketing channels, sales promotion, customers, not enough attention, heavy result light marketing, marketing process, extensive management, cause the company to market monitoring is lack of power, for customer service to put in place as a result, in the performance of specific brand cultivation, the terminal building, marketing strategy executive force etc.. Points out that, in the next period of time, the tobacco industry is facing competition will intensify, the competition will be to further forward, therefore, in order to adapt to the changing situation, Changde city tobacco company, it is necessary to present the cigarette marketing strategies for diagnosis, find the problem, analyze the causes, development countermeasure.In this paper, combined with4Ps,4Cs theory, put forward Changde city tobacco company's marketing strategy should adjust train of thought, from paying attention to the" quantity " to "quality " change, pay more attention to the marketing channels, logistics channel and cigarette retail customers, in order to improve the control of the market, the brand cultivation of ability and customer satisfaction as the starting point, specifically from the enhanced channel control force, optimize to upgrade the brand cultivation of ability as the core marketing strategy, build e-commerce platform, to implement customer satisfaction improvement plan, constructing efficient execution team to begin, to cigarette marketing strategy optimization, thus promoting the Changde tobacco by traditional business enterprise to modern enterprises to change.