Research On Retailer Management Of Huangdao Tobacco Company

The reform on the tobacco industry and the development of market economy bring China’s tobacco industry both opportunities and challenges.Currently,the policy of tobacco control,optimization of the industrial mechanism,fierce international competition and requirements of harmonious development pose great challenges to China’s tobacco industry.Meanwhile,the dropping growth rate,the growing business inventory,the narrowing structural space and the approaching of the turning point in demand have become four major problems in the tobacco industry.Under the new situation,China’s tobacco enterprises should start from the transformation from the traditional marketing model to a new pattern based on the market demand,upgrade the management of retail terminals of cigarettes to form a harmonious customer relationship with retail terminals,which is featured with keeping the same orientation of development,working together with one mind,providing and upgrading services with the same pace,and sharing weal and woe,and improve the capability in market control.Only by implementing these steps mentioned above can China’s tobacco industry find the breakthrough for development,blaze a new trail for cigarette marketing that fits the reform of marketization,and continue to play an important role in national fiscal revenues.The key to improvement of the level of cigarettes lies in the efforts to improve the level of retail terminal construction,and the new customer relationship is one crucial measure to the improvement of cigarette marketing.In this dissertation,the writer conducts research on the management of tobacco retail terminals based on the practical situation of a district-level branch,China National Tobacco(Qingdao,Shandong)Co.,Ltd.Huangdao Branch(hereinafter referred to as " Huangdao Tobacco")and finds the breakthrough point to increase the profits of retail customers.Through the application of multiple methods,including literature survey,field interview,case study,and questionnaire survey,the writer clarifies the problems and shortcomings in the management of retail terminals concerning terminal evaluation system,terminal service level,operating capability of terminals and interoperability of industrial and merchandising enterprises.Based on the recognition of these problems,the writer puts forwards scientific and customized strategies from different aspects for district-level tobacco enterprises to implement retail terminal management,including the ways to improve the evaluation and classification of retail terminals,measures to strengthen services and supervision,and optimization of goods distribution.These strategies conform to the modern law of development of cigarette marketing and indicate the market-centered and retail terminal-oriented principles.Moreover,some useful advice based on the research findings is an important part of this dissertation,which is consultative for tobacco enterprises to improve regional cigarette marketing and promote the reform of marketization.