Research On Marketing Strategy Optimization Of K City Tobacco Company

At present,China is in the new normal of economy,which has a certain impact on all walks of life.Due to its special attributes,the tobacco industry is not only affected by the economic situation,but also restricted by other factors,such as the implementation of tax and price increase,strict tobacco control requirements,and restrictions of advertising law.Now the development of the industry is facing "four difficulties" : the growth rate is falling,industrial and commercial inventory is increasing,the structural space is narrowing,the demand inflection point is approaching.Under such circumstances,K City Tobacco Company should firmly stand on the tobacco monopoly system,make use of the information technology and big data to bring good,deeply explore the market,do a good job in the cigarette marketing strategy optimization.Based on the theory of marketing,brand marketing and service marketing,this paper takes K City Tobacco Company as the research object,and through data search and market research,makes comparison of data,discusses the optimization of marketing strategy of K City Tobacco Company.Firstly,this paper analyzes the impact of the macro environment on the cigarette market in K City,and uses the SWOT to clarify the direction of marketing strategy optimization of K City Tobacco Company.Secondly,it analyzes the economic operation data of K City Tobacco Company,introduces the status of cigarette marketing strategies,and finds that there are problems such as unreasonable distribution of customers,unstable supply of goods,low structure of provincial cigarettes,unstable price of cigarettes,and reduced control of channels,and further analyzes the causes of the problems.Thirdly,taking customer satisfaction as the starting point,according to 4C theory,a complete series of cigarette marketing optimization strategies are proposed from four aspects: customer,cost,convenience and communication.The customer strategy should optimize the consumer distribution,deepen market subdivision,and improve the way of supply;the cost strategy should foster new growth points,maintain the self-discipline teams;the convenience strategy should improve the delivery and settlement services,promote the code scanning system;the communication strategy should launch the consumer marketing platform,value-added personalized services,and open up the consumer experience area.Finally,the organization of staff training,optimization of performance appraisal,strengthening of the coordination of monopoly and marketing departments as well as industry and commerce enterprises,jointly guarantee the smooth implementation of marketing optimization strategy,promote the development of K City Tobacco Company.This paper combines the big data of cigarette marketing platform,combines theory with practice,and puts forward the cigarette marketing optimization strategy of K City Tobacco Company from four aspects of customer,cost,convenience and communication,guided by customer satisfaction.This paper is to reflect on the current marketing situation of K City Tobacco Company,so as to change the marketing thinking and marketing mode,improve the company’s operation ability as a whole,and explore the road of transformation and upgrading of cigarette marketing,which can provide references for other tobacco companies,and has certain theoretical and practical significances.