Study On The Choice Of High-value Retailers In Shijiazhuang Tobacco Company

As the middle part of the whole industry chain of tobacco,tobacco commercial enterprises do not have the core competitiveness.Therefore,to establish and maintain long-term mutually beneficial relationship with the cigarette retail customer s is an important factor in determining cigarette commercial enterprise reform and development of the whole tobacco industry.How to identify and select high value retail customers and provide differentiated services in order to maximize the effective allocation of corporate resources and enhance the competitiveness of enterprises has become an important task of the tobacco enterprise development.Tobacco companies take different measures for different retail customers,which can rational allocation of corporate resources,reduce business costs;and improve customer satisfaction,create greater value for the enterprise;and change customer management,keep and develop high quality customer resources,improve the ability to adapt to the market.Taking Shijiazhuang Tobacco Company for the study,there are many problems for retail customers valuation,such as,only concerned about the evaluation of current sales contribution,business level division method unscientific,customer grade division method lack of fairness,lack of considerations on social value of retail customers and considerations on potential value of retail customers,and so on.Then the article designs a more scientific and reasonable value evaluation criteria to evaluate the retail value,and proposes to pay more attention to high-value retailers,develop sub-value retailers and potential retailers,strengthen retail customer dynamic regulation,and to take development,maintenance,abandonment or other management strategies timely.Firstly,this paper analyzes the value of Shijiazhuang Tobacco Company cigarette retail customers from the current value and potential value,researches the degree of contribution,support,credibility,influence and growth of cigarette retail customers,determines cigarette retail customer value evaluation indexes,uses analytic hierarchy process analysis of the weight of evaluation indexes and formulates the cigarette retail customer value evaluation criteria.Secondly,the article selects sample of customers randomly,evaluates sample customer value based on the retail customer value evaluation form,and verifies the validity of the evaluation results.Finally,this paper uses cluster analysis to subdivide the retailers of cigarettes,determines the high-value retail customers of Shijiazhuang Tobacco Company and makes corresponding differentiated service strategies to promote the enterprise to save cost and improve the efficiency,and to promote the healthy development of healthy market.In this paper,there are two innovations,one of them is that based on the AHP and k-means clustering analysis,combined quantitative indicators with qualitative indicators,which can improve scientific and rationality of the evaluation criteria of cigarette retail customers.The second is to determine the high-value retail customers of Shijiazhuang Tobacco Company,and to develop the corresponding differentiated service strategy.