Research On Marketing Strategy Of Shenzhen Tobacco Jing Cai Good Day Cigarette

In recent years,the mode of competition in the domestic tobacco market has shifted from "incremental sharing" to "stock competition".In the era of "stock competition",the marketing ability has become the core competitiveness of cigarette brand competition,and the marketing ability of cigarette brand finally manifests itself in the marketing ability of a single specification.In accordance with the requirements of high-quality development of tobacco industry,the research and development and cultivation of cigarette brands in the future will focus on the first class of cigarettes,which will lead to the focus of competition in the future.As a small industrial enterprise in China,Shenzhen Tobacco is now and even in the future facing the problems of enhancing brand competitiveness,increasing the share of the first class of cigarettes and maintaining long-term stable development of the enterprise.This study uses SWOT theory to analyze the real case of Shenzhen Jingcai Good Day tobacco,conducts in-depth analysis of the problems existing in the marketing of Jingcai Good Day tobacco,puts forward specific marketing strategies and safeguard measures,which are mainly discussed in four chapters :Firstly,the background and significance of the research are analyzed,and the research status of relevant subjects at home and abroad is summarized.The second chapt er takes the Jingcai Good day as the research object and uses PEST analysis and SWOT analysis to reveal the environment it faces.The third chapter,based on the analysis of relevant issues,suggests that,on the basis of precise positioning,a marketing s trategy with the core of strengthening product features,making full use of market price regulation,establishing an industry-zero consumer-oriented system,and carrying out promotion activities around common goals should be formed.The fourth chapter make s the implementation of marketing strategy more scientific from the three dimensions of implementation decomposition,executive control and continuous optimization,and discusses the guarantee measures from four aspects of organizational structure,marketing resources,team strength and customer relationship.In the end,the paper summarizes the whole paper and points out the shortcomings of the research and the areas to be improved.This paper provides reference for the establishment of the follow-up product marketing management system of Shenzhen Tobacco Industry Company and the formulation of marketing strategy,and provides a basis for enterprise decision-making.