JN Tobacco Company Conducts A Research On Fine Marketing Strategy Based On The Perspective Of Business Collaboration

As the pillar industry of national economy,the tobacco industry is not only shoulder the tasks of paying taxes and poverty alleviation,but also bear the obligations of smoking control,cost-saving and profit-increasing.At present,the economic development has already entered the phase of "the new normal".With the increasing of economic downward pressure,the growth of fiscal revenue has been decelerated.As the demand of cigarette consumers is diversified,the ascension of cigarette sales is facing unprecedented difficulties and challenges,they are concentrated in:firstly,the drop of growth,secondly,the increase of inventory,thirdly,the compression of profits,the last but not least,the demand reduction.Therefore,it is vital to change the economic growth patterns and develop the lean management mode.With the guidance of market-oriented reform in tobacco industry,this thesis intend to explore a mode that the tobacco business enterprises and industrial enterprises can work together in different levels based on precise marketing theory,and to establish the lean marketing system by analyzing the consumer demand and market discipline,in order to improve the quality and efficiency of economic operation.On the basis of precise marketing theories,this thesis will take JN Tobacco Company as a case study object,finding the problems and deficiencies which are not in conformity with the lean marketing system by analyzing the situation of economic operation and the status quo of the cigarette marketing.To explore the cooperation of both industrial and commercial companies,in combination with the principle and method of precise marketing,this thesis will put forward a more scientific and reasonable working process,specific implementation and effect assessment.The research methods including:market research,questionnaire method,and the combination of qualitative and quantitative research methods,which realizes the collaboration of both industrial and commercial companies together with lean marketing theory,and ensure the accuracy of the market research and the analysis of data collected.We intend to provide a reference for tobacco commercial enterprise to carry out the lean marketing value.