Anyang Tobacco Company Terminal Customer Profitability Assessment And Promotion Strategy Research

With the introduction of various types of smoking laws and regulations and the continued opening of the cigarette market,tobacco companies are facing increasing pressure and challenges.How to get rid of operational difficulties and improve the competitiveness of enterprises has become an urgent problem for the tobacco industry.More attention has been paid to the theory of the marketing channel and the retail terminal theory which are highly valued by the industry,and the research content is focused on cigarette retail terminals.How to improve the profitability of cigarette retail terminal customers has become the focus of this study.Focusing on these two points,this thesis mainly carried out the following research.Firstly,based on the practice background of Anyang Tobacco Company,the background and significance of relevant research on the evaluation of profitability of retail customers and their promotion strategies are explained.To this end,we first summarize the relevant research of retail terminals at home and abroad,analyze the problems in the research,and then clarify the research ideas and methods of this thesis,and design the technical roadmap of this thesis.Finally,the main content of each chapter Arrangements.Secondly,an overview of related theories used in this study,including marketing channels,retail terminals and customer value,including the concepts,functions,processes,and members of marketing channels,the impact of retail terminals on marketing channels,and the interpretation of cigarette retailing for application areas The function of the terminal,as well as the classification of customer value theory.Then,aiming at the actual situation of the target company's operations,a retail terminal customer profitability evaluation model was constructed,and a profitability evaluation index system was refined;the rough set theory was introduced into the model to solve the problems of model attribute reduction and weight configuration.On this basis,the data of the cigarette retail end-customers in the Anyang region were input into the model,and the output results were analyzed.The key factors affecting the profitability of the retail customers of the cigarettes were found,thus laying the foundation for putting forward strategies for profitability improvement of retail terminal customers.Finally,from the overall perspective of the retail terminal,an improved strategy for improving the profitability of the target enterprise's retail end-customer is proposed.Then,some of the experimental subjects were randomly selected from the urban area of Anyang,and their retail terminals were improved.Compared with the experimental results of the samples before and after the transformation,it was found that after improving the terminal,the profitability of retail customers was improved.The experimental results prove the validity and value of the results of this study.