Research On Channel Strategy Of Retail Terminal Of S City Tobacco Company

With the development of social economy,the retail industry has entered a new retail era after experiencing off-line and on-line incentive competition.It is not only the competition among the old strength enterprises,but also the distribution of Internet enterprises such as Suning,Ali and Jingdong.Retail channels are getting more and more attention.They are all competing for this place.Whoever grasps the channels will have a huge market competition in the future.Great advantage.The tobacco industry has institutional advantages in retail channels,because the escort of monopoly system,cigarette sales are not allowed to adopt online sales mode,only through offline,and offline retailers can only purchase from the local tobacco commercial enterprises,which makes commercial enterprises have strong channel control.But at the same time,because the cigarette products are fast consumables and the layout of retail stores is dense,there are many disorderly competitions.The retail price can not be implemented according to the industry guidance price.Especially in the market environment where the cigarette inventory is large and the volume wins,the profit of retail customers can not be guaranteed,so the loyalty to commercial enterprises will be reduced naturally,and channel marketing will be hindered naturally.Taking S City Tobacco Company as an example,based on the channel structure,channel behavior and channel control theory of channel theory,and focusing on the current situation of the company's channel marketing,this paper puts forward such issues as terminal division and application,customer profitability guarantee and service terminal capacity,terminal construction level,employee capacity and modern terminal management,and uses the classification and optimization of channel structure.Channel power and channel cooperation,channel control six-force model and other theories,try to find corresponding solutions to strengthen channel management,enhance the channel control of enterprises.