Rational use of precision marketing strategy to further promote the coordinated development of industry and commerce

China tobacco industry is accelerating reform, strengthening management, gradually improving the level of brand cultivation and enhancing the competitiveness of the whole industry. Industrial and commercial collaborative marketing has become a new situation in the development of tobacco industry, and the realization of cigarette precision marketing has become a better means and way of industrial and commercial collaboration. This paper discusses the rational use of precision marketing strategy to further promote the coordinated development of industry and commerce.

Tobacco; Precision marketing; Industrial and commercial cooperation

1. Introduction

The most striking feature of China tobacco industry is the national tobacco monopoly system. In recent years, the industry has continuously deepened reforms, introduced market mechanisms and gradually strengthened centralized management. In 2002, the State Tobacco Monopoly Bureau clearly put forward the industry strategy of "big enterprise, big brand and big market", which pointed out the direction for industry reform and development. In 2007, the State Tobacco Monopoly Bureau began to promote the concept of collaborative marketing, and the concepts of industrial and commercial win-win and collaborative marketing quickly gained wide attention and attention from the whole industry. In 2008, "Guiding Opinions of the State Tobacco Monopoly Bureau on Further Promoting Collaborative Marketing of Industrial and Commercial Enterprises" was issued, and pilot projects were carried out in Beijing and other units to explore the "industrial and commercial collaborative marketing model". 20 10 Jiang Chengkang, director of the state tobacco monopoly bureau, stressed at the national tobacco work conference that it is necessary to continue to promote industrial and commercial collaborative marketing and comprehensively improve the level of brand cultivation. At this point, industrial and commercial collaborative marketing has comprehensively improved the brand cultivation level of the entire tobacco industry.

Looking at the reform and development of tobacco industry, the fundamental goal and task of industrial and commercial collaborative marketing is to cultivate well-known brands and improve the competitiveness of the industry. How to achieve this goal better? The proposal of "precision marketing" can be said to be a "beacon light" to achieve this goal, and this marketing concept is a hot issue in the marketing field today. The rational application of this concept has further promoted the coordinated development of industry and commerce, provided important ways and means for the promotion of the value of well-known brands in the industry, is an important measure to effectively improve the "marketing level" and provided important support for the realization of the strategic goal of "cigarette level" in the industry.

2. Collaborative marketing of industry and commerce

2. 1 Definition of industrial and commercial negotiation

Collaborative marketing between industry and commerce has become a hot word in the tobacco industry, which means that the tobacco industry and commerce cooperate with each other, with the goal of cultivating big brands, and give full play to the regulatory role of market and plan, so as to obtain a win-win marketing model. Guided by "equality, mutual benefit, mutual trust, resource sharing and efficiency responsibility", collaborative marketing for industry and commerce strives to overcome non-market factors, create a level playing field, form a national unified market, build a new marketing model, improve industry marketing efficiency, reduce internal transaction costs, promote enterprise development, and strive to solve the marketing disconnection, repeated investment and provincial dependence of industrial and commercial enterprises.

2.2 the form of industrial and commercial cooperation

Industrial and commercial collaborative marketing closely revolves around cigarette brands, industrial enterprises segment the market by brands, and commercial enterprises choose brands by markets. By strengthening information communication and improving service level, * * * contributes to the realization and implementation of strategic objectives. However, considering that industrial and commercial collaborative marketing is a vertical collaborative marketing work between two organizations across the industry supply chain, to achieve collaborative marketing work with consistent goals and effective measures, it is necessary to effectively dock from the aspects of information platform construction, internal structure construction and industry marketing operation to achieve a win-win situation.

2.2. 1 information docking

The in-depth development of industrial and commercial collaborative marketing should be based on the construction of marketing information sharing platform, so as to clarify the marketing information needs of both industrial and commercial parties and improve the content of information interaction, so as to realize information sharing and information complementarity, and avoid collecting information repeatedly or collecting worthless information, wasting manpower, material resources and financial resources. Industrial enterprises should share the basic information of providing enterprise brands (including their own information, cigarette brand information, annual marketing plan, etc.). ), product link information of product industry (including product production plan, industry monthly delivery information, etc.). ), as well as the internal business information of industrial enterprises (including industrial monthly cigarette sales data and industrial monthly business statements); Commercial enterprises should pay attention to the mining, utilization and enjoyment of platform commercial basic information (including market background information and retailer information, etc.). ), real-time sales information (including retail monitoring information, sales data summary information, etc. ), production and marketing information (including demand forecast information, business enterprise schedule, etc.). ), as well as business analysis information (including monthly marketing activity information, business analysis report, etc. ), using information technology to form a smooth and efficient docking.

2.2.2 Organizational structure docking

The fundamental goal and task of industrial and commercial collaborative marketing is to cultivate well-known brands in the industry, explore the implementation mechanism of collaborative marketing in line with the overall brand development strategy of the industry, and accelerate the formation of China tobacco brand system with national brands and regional brands as a series, which is the need of industrial development and the fundamental goal of industrial and commercial collaborative marketing.

The realization of industrial and commercial collaborative marketing should focus on this goal. Both sides should actively explore and innovate, and formulate an efficient and dynamic collaborative marketing organizational structure, such as establishing a brand management department of commercial enterprises and a chief brand representative of industrial enterprises. By improving the structure of industrial and commercial collaborative organization, we can further clarify the organization and personnel interface between the two sides, optimize collaborative positions, strengthen skills training and improve the ability of industrial and commercial docking.

2.2.3 Marketing Operation Docking

Industrial and commercial collaborative marketing work should establish fair collaborative marketing rules and realize the docking of collaborative marketing at the strategic and operational levels. According to the requirements of order supply process and the framework of industrial and commercial collaborative marketing process, the process optimization with clear division of labor, unified goal, consistent pace and seamless connection is implemented, which mainly includes collaborative forecasting, collaborative production and sales, collaborative supply, collaborative promotion, integrated logistics and collaborative information. , form a complete and unified collaborative marketing main process, and connect and solidify the collaborative interface with the process.

3. Precision marketing

3. 1 Definition of Precision Marketing

Precision marketing is a fashionable marketing term and an innovative marketing theory put forward by philip kotler. Conceptually, it focuses on the long-term interests and lifelong value of customers; Technically, the traditional qualitative marketing has been transformed into quantitative marketing; Theoretically speaking, it is the theory of personality communication and customer appreciation. On the basis of accurate positioning, the whole marketing idea is to establish a personalized customer communication system by relying on modern information technology, so as to realize the measurable and low-cost expansion of Zhang Zhilu. The general meaning is to make full use of all kinds of new media to push marketing information to more accurate audience groups, thus saving marketing costs and maximizing marketing effects.

In a word, the so-called precision marketing is to analyze different consumers in the target market in detail by combining quantitative and qualitative methods according to their different consumption psychology and behavior characteristics. Enterprises adopt targeted modern technologies, methods and targeted strategies to achieve strong, effective and high-return marketing communication for different consumer groups in the target market.

3.2 Precision Marketing of Tobacco Industry

At the 20 10 National Tobacco Work Conference, during the discussion on further strengthening brand cultivation, the National Bureau asked the whole industry to carry out order supply organization, industrial and commercial cooperation and precision marketing, and strive to improve the brand cultivation ability. Further promote the organization of goods supply according to orders, earnestly respect consumers' choices, and earnestly make demand forecasts so that orders can better meet market demand. We will further promote industrial and commercial collaborative marketing, further improve the industrial and commercial docking mode and collaborative mechanism, continue to encourage the emergence of new forces, attach great importance to the cultivation of low-coke and low-harm products and cigars, guide consumption, lead the trend, and do a good job in cultivating well-known brands. As can be seen from the discussion, precision marketing is another important measure to promote the formation of the strategic goal of "big enterprise, big brand and big market" after ordering goods and industrial and commercial collaborative marketing. In the process of accelerating the cultivation of the strategic objectives of "532" and "46 1" famous brands in the whole industry, precision marketing provides important support and guarantee for brand scale expansion and brand value continuous improvement.

4. Precision marketing and industrial and commercial collaboration.

The Opinions of the Office of the State Tobacco Monopoly Bureau [20 1 1] 197 on Further Promoting the Precision Marketing of Cigarette Brands clearly stated that the precision marketing work should be guided by the overall planning of "upper level cigarettes" and in accordance with the principles of "accurate positioning, organic docking, highlighting brands, overall promotion" and "accurate information, accurate delivery, and accurate promotion".

It can be seen that the three elements of precision marketing-accurate information, accurate delivery and accurate management-are powerful explanations of precision marketing and the "troika" of precision marketing. At the same time, these "three essences" can better promote industrial and commercial collaboration, and also need the support of industrial and commercial collaborative marketing.

4. 1 Accurate information is the premise and foundation of industrial and commercial collaboration.

By constructing the precision marketing system of famous brand cigarettes, the information channel of brand development will be changed from multi-level information collection to channel information sharing, so as to realize the convenience and smoothness of information collection, further consolidate the market information foundation of brand development, improve the internal quality of brand development, promote the brands implementing precision marketing to stabilize market prices and reasonable social inventory, improve their coverage and counter rate, and increase their sales and out-of-stock rates. This needs to further clarify the information needs of both industrial and commercial parties, and establish and improve the information sharing mechanism of industrial and commercial collaboration.

Taking the marketing of "China cigarette" as an example, the information collection and analysis system is first applied to the target customers of the city "China brand". According to the stratified sampling method, different commercial formats and business scales are selected to determine the sample customers. Then, through investigation and verification, they are absorbed as the target customers of China brand precision marketing, and then the sales rate, out-of-stock rate, deposit-sale ratio and price fluctuation of retail customers are objectively reflected in real time through the information platform.

4.2 Fine management is the guarantee of business consulting.

The effectiveness of precision marketing depends on careful and effective management of key links such as industrial and commercial collaboration, information sharing, brand positioning, market segmentation, precision delivery and brand development trend analysis, so as to ensure the effectiveness of precision marketing, promote the continuous improvement of market value of well-known brands, and provide effective support for precision marketing through perfect process control and assessment. "China Cigarette" uses "China Brand Service Manual" to carry out special training to improve the skills of marketers in index tracking, process monitoring and business guidance in the process of precision marketing.

4.3 Business consultation is the key to accurate delivery.

On the basis of accurate information, accurate delivery is the core of accurate marketing, and business consultation is the key. First of all, industrial enterprises accurately locate the brand, commercial enterprises accurately divide and subdivide the market, and choose the brand target consumer groups, so as to choose the best channel (channel) to make the brand and target consumer groups meet quickly at the terminal. At present, it is a good attempt to supply goods from multi-link to flat direction, which effectively improves the accuracy of delivery.

Taking "Zhongyan" as an example, a city implemented a "four-step" distribution measure. The first step, strict standards for customers; The second step is to divide the business circle and set up the market; The third step is to pay attention to the nodes and control the rhythm; The fourth step is to integrate information and point to point. Through these four steps, good results have been achieved.

To sum up, the primary task of cigarette quality improvement is to rationally use precision marketing, vigorously promote industrial and commercial consultation, take the continuous improvement of tobacco brand cultivation level as a breakthrough, realize the new development of tobacco marketing, comprehensively enhance the vitality of tobacco market, better meet the market consumption demand, and truly realize the task requirements of tobacco quality improvement. So as to promote the rapid, standardized, healthy and scientific development of the tobacco industry.

refer to

[1] Precision Marketing in Tobacco Industry-National Strategy and Market of "Zhonghua" Brand.2011(6)

[2] Anyang tobacco precision marketing model analysis. Management observation.2010 (12)

[3] Accurate information, accurate delivery, accurate management and sincere service-the "four-part" precision marketing of Beijing Paishuangxi. Shanghai commerce

[4] Research status of precision marketing. Guide to Economic Research.2010 (9)