Research On Marketing Strategy Of Heated Cigarettes In ZY Industrial Company

Under the macro background of increasingly strict policies of tobacco control,declining cigarette market,changing consumer demand and increasing industrial competition,heat-not-burning cigarettes have sprung up in recent years,and have become the most active and eyecatching category in the development of the tobacco industry.In the future,it will become a promising new market with annual sales of more than 100 billion RMB.Taking ZY Industrial Company as an example,through the research,judgment and analysis of the marketing environment,it is found that ZY Industrial Company’s heat-not-burning cigarettes still has opportunities,but the enterprise still faces the adverse factors such as new entrants huge competitive pressure of international tobacco giants and 18 domestic tobacco industry enterprises,difficulties in making breakthroughs in patented technologies.In this regard,the company takes consumer demand as the center,adopts the international follow-up strategy,uses a costeffective product portfolio strategy,focuses on the low and middle price segment market,expands diversified sales channels on the basis of traditional cigarette distribution channels,takes harm reduction and elegant lifestyle as the publicity theme,and formulates promotional strategies such as traditional promotion,community marketing and event marketing.The company adopts a leading strategy in domestic market.After formulating the strategy,ZY Industrial Company also needs to carry out implementation planning,formulate development objectives,match with guarantee measures in organization,R & D,new sales system and law,regularly evaluate the effect of strategy implementation,continuously control,to achieve the goal of long-term,sustainable and healthy development of the enterprise.