Research On Marketing Strategy Of Zaozhuang Tobacco Company Based On Customer Satisfaction

For a long time,many tobacco enterprises have rough managements and the weak foundations under the protection of specialized-sell Tobacco Monopoly System.Some enterprises are still applying old thinking and working ways when they are changing to a full market and “buyer-market” condition.Moreover,they have not comprehended,adapted to,cultivated and exploited the market.Therefore,the enterprises' market control ability is not so strong,and the market share is also not so high.Comparing with international tobacco enterprises,Chinese tobacco enterprises do not only fall behind in technology but also in management level,sales system and exploiting market strategy.There are great gaps in all those parts.Tobacco enterprises want to obtain economic benefits in a long term,and then they must fit to the market changes,adopt new management system,and apply new sales theories and strategies.All those are aimed to make our tobacco enterprises growing healthily and being bigger and more powerful in fierce market competition,and to face three challenges from domestic,abroad and economic globalization.Through the actual investigation of Zaozhuang Tobacco Company,this paper first expounds the relevant research background.Secondly,the quantitative method was used to evaluate the customer satisfaction of Zaozhuang Tobacco Company.It was found that Zaozhuang Tobacco Company still lacks marketing system,lacks market operation cost,lacks unified planning of information construction,and lags in marketing team construction.Problems such as the weak cooperation mechanism between industrial and commercial enterprises and the weak management of retail terminals.After in-depth analysis,the reasons for these problems are caused by the lack of competition in the management system of monopoly and administrative division,the backwardness of the management concept of Zaozhuang Tobacco Company,the slow progress of market-oriented reform and the low satisfaction of retail customers.Four aspects.On this basis,this paper uses PEST and SWOT methods to explore the competitive environment of Zaozhuang Tobacco Company from two aspects: macro-competition environment and micro-competition environment,and clarify the advantages,disadvantages,opportunities and threats of Zaozhuang Tobacco Company..Then,this paper builds the marketing strategy of Zaozhuang Tobacco Company,first establishes relevant marketing objectives,and uses quantitative methods to forecast its marketing demand,then from product strategy,price strategy,channel strategy,promotion strategy and brand.Five aspects of the strategy have developed the marketing mix strategy of Zaozhuang Tobacco Company.In order to ensure the smooth development of marketing strategies,this paper also discusses the safeguards of marketing strategies.Based on the marketing channel theory and the data of marketing of Zaozhuang Tobacco Company,the paper has developed an effective marketing strategy for Zaozhuang Tobacco Company from the perspective of enterprise development and market challenges.The research results are Chinese tobacco commercial enterprises.Further development has provided useful help.