Marketing Strategy Of Xiamen Cigarette

In China,tobacco is a monopolized industry dominated by state-owned dealers,it is also a key industry of tax income for the country.In recent years,influenced by several factors such as tightened smoking control policy and the pressure of overall downward trend of economy,the tobacco industry is being tested by four major challenges:drop of demand,increasing of stock,narrowing of structural space and the deter:ioration of demand volume,newly-appeared and magnifying pro’blems include subjectivism and supply-demand imbalance resulted from a long-lasted seller’s market.Important work for cigarette marketing under such new situation include:respecting market rules,understanding true demand and grasping market potential.This piece is a study report on the cigarette consuming market in Xiamen,it aims at using scientific market research methodology,to understand the capacity and demand of Xiamen cigarette market and make marketing suggestions.First,market research was designed and conducted.Through example investigation aiming at Xiamen residents at various stages,and interviews with non-residential population including tourist at certain locations,first-hand market information was retrieved,and it serves as basis for further statistics and study.Second,market research result was studied.First through the method of descriptive statistics,studying population,economy,policy,value,behavior and other consuming factors;then through data projection,research the overall capacity of Xiamen’s cigarette market,and divided market capacity for self-use,gifts,family events and tourism,etc.Lastly,based on such market capacity,via descriptive statistics and cross-analysis,studying the consuming and shopping feature while respectively for self-use,gifts and wedding celebrations,and also preferences of non-residential population such as tourists for price,brand and retail channel of cigarettes.Third,conclusive summary was made.Based on the research and study,using the theoretical framework of 4P,specific suggestions were made regarding the products,pricing,retail channels,promotion and other issues concerning regional cigarette marketing,hopefully it can provide assistance for marketing events in regional cigarette markets.