Research On The Marketing Environment Change Of Chinese Cigarettes And The New Product Development Of H Group

With the rapid development of national economy and the increasing innovation of science and technology,China's economic strength rapidly,made the domestic market marketing environment has become more and more complex,but also creates new opportunities and challenges for the enterprise.Marketing environment is the foundation of enterprise marketing activities,any nature regardless of industry or size of enterprise,its marketing activities are always based on the marketing environment,marketing environment is more and more important to enterprise.This requires enterprises must to pay attention to the research of marketing environment,to actively adapt to environmental changes,and to avoid harm.The tobacco industry is in the same way,the domestic cigarette marketing environment is also changing rapidly.How to achieve new development under the complex marketing environment and tobacco control framework is a problem that tobacco industry marketers must think about.In recent years,there have been some new changes in the marketing environment of China's tobacco industry.These changes come from the new social forces and contradictions born out of the rapid economic and social development.China's tobacco industry has 20 years history,realized from a centralized management,monopoly towards the development of the market orientation change,from the macroeconomic environment,the world's tobacco cigarette production and the number of smokers first big country is China,since the state applies a system of tobacco monopoly,the tobacco industry every year pay taxes andprofits has always been an important part of national finance income.The development of China's tobacco industry has greatly promoted the development of national economy.To achieve stable and harmonious sustainable development of the tobacco industry,it is not only necessary for the industry,but also for the benefit of the country.According to the statistics,in the 12 th five-year period,the tobacco industry to the financial total up to 4.13 trillion yuan,the tobacco industry bring fiscal revenue accounted for the proportion of the national fiscal revenue has always been maintained at between 7.2% and 7.5%,even is one of the biggest countries affected by economic downward pressure in 2015,the tobacco industry silently assume "guarantee that national finance income," the political responsibility,still firmly turned over 114 million yuan,this value was up nearly 9% over the same period last year,is 1.23 times of the total amount of state for defence spending in the same year,give full play to the national finance income "reservoir" function,tobacco taxes andprofits for national finance income is still in an important position.Due to the significant contribution of tobacco to the national economy,the marketing environment at the present stage is beneficial to the development of cigarette enterprises and will not change in a short time.From the point of cultural environment,tobacco has its special social significance,and China tobacco culture,since ancient times for its proper ACTS as the communication,communication link between people and the unique function of lubricant,at home,consumers still to have huge demand for tobacco products;But from the perspective of the political and legal environment is not optimistic: more and more along with the social pressure of public opinion on smoking,"the framework convention on tobacco control was signed on tobacco box system,and after eight regulations promulgated,the government's anti-corruption efforts continue to strengthen,the Chinese cigarette market competition will only become more and more cruel.In this context,the tobacco enterprisesd rapid growth,the steady development of our country to today touched the "ceiling",want continue to develop to survive,must take the initiative to go to adapt to the market environment,accept the challenge.Therefore,relying on scientific and technological innovation and attaching importance to the development of new products,make more successful Chinese cigarette brand has become the breakthrough point for Chinese tobacco enterprises to occupy the market.How to develop the new products to adapt to the present stage of China's market environment,the development of new products on the type,structure should meet what condition,how to quickly adapt to the environment and market are the difficulties faced by tobacco companies.Based on the analysis of marketing environment of tobacco industry,this paper analyzes the current situation of new product development in tobacco industry in the past five years from the perspective of marketing environment of tobacco industry.Throughout the full text,the research train of thought is roughly summed up as,mainly elaborated beginning,this paper researches the new product development under the market marketing environment change of the meaning of the tobacco enterprise,clear the meaning of thesis research and the research train of thought,and the H group related marketing environment and new product development of marketing theory are summarized,and analysis the marketing environment,the paper in the middle,in-depth study summary of H group,new product development process,and the H group in the past five years the development of new products on the SWOT analysis of H group for the next research problems in new product development to provide the basis.Paper finally length is based on the H group of the actual problems of the new product development,such as,,,,,,layer upon layer analysis,divide-and-conquer,for H group,research and development and cultivate the competitive strategy of new products to provide further enhance the group's market competition ability and force,so the improvement of the theoretical guidance and practical measures.