Analysis On Marketing Channel Management Of G City Tobacco Enterprise

Marketing channel is one of the key components of the marketing theory of 4Ps.It plays an important role in various business decisions made by the enterprises.The establishment of marketing channels takes a long process but does not easy to be altered and controlled.Therefore,it's crucial to initial a targeted theoretic study.Tobacco is a special commodity of monopoly franchise.The state administration strictly implements the tobacco industry monopoly franchise system and regulates production and sales.After China's accession to WTO and become parties to the "Framework Convention on Tobacco Control",the tobacco industry is undergoing a major transition.More and more compliance-related tobacco control laws,regulations and policy measures have been implemented.The marketing channels have become the last position left.So how in the increasingly open and market competition environment,to establish and consolidate and develop marketing channels is a key issue to keep steady and healthy development for tobacco industry.This paper illustrates the basic situation G Tobacco Company,including company profiles,development,organizational structure,main products and business processes,as well as the status of existing marketing channels that are the most important tobacco industry resources in marketing channel network.The particularity of tobacco industry determines that its construction of channels are entirely depending on the administrative intervention of the state.It would not pay enough attention to the formation of a tobacco channels.Because of the increasingly stringent tobacco control laws and policies,traditional marketing channels of these companies are subject to greater shock.By elaborating the macro environment,industry and market of tobacco industry,this paper analyze G Tobacco marketing channel strategies from the perspective of marketing theory,the problems and how to optimize tobacco marketing channel strategies,ranging from basic the concept of innovation,establish a modern marketing objectives and strategies,internal processes and measures to refine the service to create high-quality personnel and improve the performance appraisal mechanism;through the expansion of foreign outlets,joined the development of chain stores on how to build the bulk of cooperation with the alliance approach to strengthening aspects of the relationship marketing channel terminal through customer growth and brand strengthening incentives terminal incentives,advance and improve the future ability to resist risks of cigarette marketing channels,and to achieve sustainable development of the industry.The study is based on a large collection of relevant information,literature research papers,company research information and industry and company data analysis to provide alternative suggestions for the development of marketing channels.