A Research On The Marketing Strategy Of Tobacco Enterprise Of Guiyang Branch In Hunan Province

With the World Health Organization Framework Convention on Tobacco Control"going into effect officially and "Twelfth Five Year Plan" of the National Developmentof Tobacco Industry being published explicitly, the domestic tobacco industry isfacing unprecedented opportunities and challenges. Facing the significant changessuch as deteriorating external environment, adjusting national policy and the internalintegration of the industry, that issues should be solved by the tobacco branch inGuiyang County is to cast core competencies and seize commanding height followingthe development of the industry.The research is based on the induction of marketing theory with an analysis ofinternal and external environment of Guiyang Branch, using SWOT method toinvestigate the strengths and the weaknesses, the opportunities and the threats whichhas been put forward to. As for Guiyang Branch, the company mainly engages inproviding quality and efficient services for industrial enterprises and retail dealers,including extensive coverage of products, price, channel, promotion and othermarketing areas. Therefore, Guiyang Branch has to choose marketing strategies toenhance his competitive force.This paper aims to make researches on the marketing strategies carried by GuiyangBranch. In this case, product strategy, price strategy, channel strategy, promotionstrategy and service strategy will be involved in this study. Product strategy is basedon customers' satisfaction and loyalty, which attempts to improve the marketingservice and meet customers' demands by building core products, formal products,expected products, addition products and potential products. Price strategy is essentialto ensure "win-win" cooperation, which needs to establish price guiding mechanism toensure reasonable profit margin of customers. Channel strategy relates toachievements of marketing objective. Hence, clear target markets, expandingmarketing channels and logistics management strategies may integrate business,products, capital and information into a solid sales network. Promotion strategy is thekey to enhance the image of enterprise, which will publicize industry's dynamicsituation, being approved by the customers and the public to establish long-termrelationship with customers. Service strategy contributes to the establishment ofservice standards system and the specialization of marketing services in order to realize 'zero distance' communication between the customers and the enterprise. Inorder to ensure the implementation of the marketing strategies proposed in this paper,Guiyang Branch will improve and perfect the organizational structure and theoperation mechanism, build a strong contingent and create enterprise culture.