Research On Optimization Of Modern Retail Terminal Construction In CJ Tobacco Company

CJ tobacco company actively carried out the construction of modern cigarette retail terminals and built a good industrial and commercial zero pass under the requirements of policies and documents such as the notice of the office of the State Tobacco Monopoly Bureau on printing and distributing the construction guidelines of modern cigarette retail terminals and the operation management standards of modern cigarette retail terminals and the implementation opinions of Yunnan Tobacco Monopoly Bureau on Comprehensively Strengthening the construction of cigarette marketing network To optimize the existing resources,change the traditional retail terminal mode of the tobacco industry,and build a modern cigarette retail terminal to meet the needs of the cigarette market in the new era and new situation.In this paper,CJ tobacco company in Yunnan Province,the current construction of modern retail terminal as the research object,combined with the National Bureau definition of modern cigarette retail te rminal six functions,as well as CJ tobacco modern retail terminal construction actual situation analysis.It is found that CJ tobacco company has officially st arted the construction of modern retail terminals since 2014,during which an umber of modern retail terminals have been built successively,and some const ruction results have been achieved.By comparing the six functions of modern cigarette retail terminal,it is found that CJ tobacco company has some problems in the construction and operation of modern retail terminal,such as low product management level,weakened terminal image,lack of targeted brand cultivation,single promotion form,inaccurate information collection,limited consum ption tracking and terminal management.The terminal is the end of the marketing channel and also the key link of the cigarette marketing network.In order to solve the current problems in the construction and operation of CJ tobacco company's modern retail terminals,and better build modern retail terminals,so as to achieve the purpose of optimizing marketing channels and modern retail terminals.Based on the actual situation of CJ tobacco company's modern retail terminal construction,this paper makes clear the overall direction of tobacco industry in the future cigarette marketi ng network construction,and puts forward optimization suggestions for CJ tobacco company's modern retail terminal construction.Under the general principle of optimizing the construction system,the first is to strengthen the operation g uidance for the end customers in view of the low level of product management;the second is to carry out sufficient segmentation of the consumer market in view of the lack of targeted brand cultivation,improve the rural market according to the regional characteristics of CJ,let the rural terminal transform and upgrade,and at the same time,tap the terminal value of the tourism market to enrich the marketing forms;the third is to explore the terminal value of the tourism market For the problem of single promotion form,it is suggested to strengthen online and offline integration and carry out online and offline activities simultaneously;fourthly,for the problems of weakening terminal image,inaccurate information collection and limited consumption tracking,it is suggested to comprehensively plan and explore the "platform + data + brand" chainter minal,so as to integrate the needs of tobacco industry and commerce enterprises,demands of retail customers and consumer opinions into one management Fifth,in terms of terminal management,make clear the status of modern terminal construction,strengthen the upgrading and innovation of terminal system,so as to ensure the optimal construction of modern retail terminal.Hope to achieve the optimization of CJ tobacco company's modern retail terminal through the optimization of the above five aspects.