Study On Marketing Communication Strategy Of Cigarette Production In Shandong Province

With the continuous development of market economy in our country the development of the tobacco industry foreground is very clear,China's tobacco industry has a certain influence in the world.China's tobacco enterprise market competitiveness and comprehensive strength rising steadily,import and export trade has been developing rapidly.Full-year 2016 implementation of industrial and commercial taxes and profits totaled 1.0795 trillion Yuan,the same period accounted for about 1.84%of gross domestic product.But in the process of the rapid development of the tobacco industry,also exposed some problems,so formulate relevant regulations in our country,the development of the tobacco industry has made new demands.In such an environment,under the influence of the development of the tobacco industry affected by a certain extent,foreign sales situation in a passive situation,the promotion ways become narrow.With the rising of the people's living standard,increasingly competitive market environment,the consumption of cigarette market gradually decline,at the same time society stepped up efforts to control tobacco.In such circumstances,the tobacco enterprise's sales situation is very serious,the most need to solve the problem at present is to permission in the society,to develop a scientific and effective marketing communication measures and promotion methods,expand the level of earnings,to alleviate the current business situation.Because of the particularity of the tobacco industry development,our country the development of the tobacco industry has carried on the mandatory administrative monopoly,to a certain control the development of the tobacco industry.But it also has some shortcomings,because too much intervention by the government and the society,lead to tobacco companies lose their ability to innovate,in the face of fierce market competition in a depressed attitude.So to the tobacco industry can be in the future society,sustained and healthy development of the it requires the reform of the government to make timely,change the previous traditional marketing communication strategies.Only in line with the market law of development of marketing communication measures,such ability can help enterprises to achieve sound and rapid development.In the process of marketing communication plan,the market can be further subdivided,understand the psychological needs of different clients,however,to develop a corresponding system approach and the sales of products.SDZY company as central in large state-owned enterprises,in the process of management is to develop robust cigarette market and brand cultivation of the task.So you need to the current economic environment has a clear judgment,and combining with the development of is the enterprise actual situation,distinguish the enterprise in the marketing communication process has a problem.In view of the existing problems,through in-depth analysis,finally put forward the improvement of the guiding opinions.This article mainly from SDZY company in the market environment as a basis,the tobacco industry's future development trend and current situation of marketing communication a clear judgment and recognition.Then combining with the objective of the marketing communication theory,put forward the scientific and effective marketing communication methods,including on the enterprise internal management.The main content of this paper is as follows:first of all,in the beginning of the article the content of the paper mainly discusses and elaborates the research background and significance,and then puts forward the analysis method of the research in the process of using.Then many scholars all over the world for tobacco marketing communication research,on a series of research results in this paper.After is to grasp the current development situation of tobacco industry in the market environment,using the analysis method is a PEST analysis method and then from the Angle of the micro analysis of the development of the tobacco industry in the future social development prospects.The development of SDZY company characteristics and existing problems,and reference of scientific theory foundation,provide instructional development.