Research On The Marketing Strategy Of Retail Terminal In Cigarette Industry Enterprises

In the current control situation increasingly serious,under the situation of cigarette sales market is shrinking year by year,and the impact of the Internet + new retail,cigarette retail terminal management is facing unprecedented challenges,most retail customers no consciousness or ability to adapt to the new retail development trend.The "new retail" is the core of the Internet platform and offline retail terminal and logistic system,centered on the user experience,the retail terminal point of sales from single product upgrade for product sales,value-added services and brand experience and social management functions is a body comprehensive retail mode,through the terminal to promote "user experience" and provide "value-added services" to drive product sales,cultivating brand growth.Meanwhile represented by Y enterprise cigarette industrial enterprise has conducted the terminal marketing for many years,in the past cigarette marketing throughout the country,generally there are ideas behind,extensive pattern,means a single,the cost is high,for Y companies exist in the process of terminal marketing of low ability to meet the demand of differentiation,retail terminal low added value,market reaction ability,the issue such as difference of customer relationship management.To solve above problems and reasons,this paper puts forward the integration of online marketing ideas and strategies,through "Ling Shou Hu,exhibition activities,promotional materials," three online,in time,space,sensory epitaxial extension terminal;Put forward the experience marketing strategy,enrich the customer experience from the experience of the terminal and the online experience;This paper puts forward the word of mouth marketing strategy,which can effectively spread the word of mouth and brand activity.This paper puts forward the data marketing strategy,and plays the greatest value in data acquisition,mining,analysis and application through internal integration and external cooperation.This paper puts forward the relationship marketing strategy,and USES the digital information technology to maintain the relationship of zero,labor and zero.Through all-round terminal marketing strategy implementation,can give full play to channel advantages,technical advantage and resource advantage,through technical means,such as cigarette packets qr code,store qr code,implement new retail terminal marketing transformation,small and medium-sized customers hand in hand into the online channels of all new retail cigarette era,guest I common development.