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Reflections on several key points of discussing marketing strategy and promoting "cigarettes to the next level"

(WSX)

For a long time, the tobacco industry, as a national monopoly industry, has an extraordinary importance to our national economy. However, in the face of the irreversible historical trend of economic globalization, the tobacco industry must carry out reform and innovation in all aspects to adapt to the new social environment. Under the grim situation that the financial crisis has not yet bottomed out, Director Jiang Chengkang of the National Bureau, based on the tobacco industry, scientifically developed and sized up the situation, proposed "upgrading cigarettes" as the main task at present and in the future. This is not only the specific requirement for the industry to achieve the goal of "maintaining growth and promoting development", but also the realm that tobacco enterprises at all levels should reach in strengthening the foundation and scientific development. Its task is of great significance and has a long way to go.

Keywords: cultivating harmonious cigarette technology innovation

With the further implementation of the national bureau's strategy of big brand and big market, the cigarette market is moving towards a harmonious and unified organic whole, the regional advantages of local tobacco are weakening, the market leading position of big brands and famous brands is further strengthened, and the sales scale and influence are gradually expanding. Cigarettes are special commodities. While expanding the sales scale, some cigarette brands will be in short supply in the market due to the influence of the cigarette plan. The market conflict caused by the intelligent transformation of new markets and the cultivation of new brands of cigarettes cannot be completed overnight. At present, the cigarette market is constantly introducing new well-known brands, but in the target market where some consumers have certain loyalty to some old brands, it is often difficult to change customers' consumption habits. This paper focuses on how to cultivate market brands.

First, establish a mature, reliable and sustainable brand introduction and cultivation system.

(A) cigarette brand introduction

The introduction of cigarette brand is the first step of brand management, and it is also the basis of whether the brand can stand on the market. Before introducing a new brand, we should first base ourselves on the local market, analyze the market dynamics and make a comprehensive evaluation based on the brand development ability. Generally speaking, the evaluation content is nothing more than the following four points: 1, whether it is a big enterprise or a big brand enterprise, and big brands generally have a good market foundation, high social visibility and are easily accepted by consumers. Choosing big enterprises and brands is like standing on the shoulders of giants, and you can quickly establish the sales front of new brands on the basis of the existing market. 2. Whether there is a strong development prospect for the choice of a new brand needs to consider whether this brand can become a consumption trend and whether it can have greater development space. Without accurate prediction and judgment, brand cultivation will be aborted, and even the newly cultivated brand will be integrated and changed by cigarette manufacturers for various reasons, resulting in all previous efforts being wasted. 3. Is there a "profit"? The "profit" here refers not only to the profits earned by tobacco commercial companies, but also to the profits earned by retail customers. Without a profit of three points, it is impossible to bear the third night. If tobacco commercial companies can't get considerable gross profit margin and have no interest in the development of enterprises, there is no need to cultivate them; If the retail customers can't get the considerable price difference between zero and zero, there will be no enthusiasm and initiative for sales, and the brand will lose the market front first. 4. Whether it is easy to be accepted by consumers depends mainly on cigarette packaging, taste and cost performance. Whether it can be accepted by the market cannot be based on subjective assumptions. To really go deep into the market and contact with consumers, we should obtain first-hand accurate and effective raw materials through questionnaire survey, and then make an accurate judgment by integrating the opinions of account managers and marketing managers in the front line of sales.

(B) the cultivation of cigarette brands

At the initial stage of product launch, we should first choose suitable retail customers and do a good job in promoting and guiding well-known brands according to their new brand sales ability. Select a certain number of retail customers as the first batch of target customers, strengthen the post-tracking and maintenance of new brands operated by customers, and pay close attention to the retail sales and inventory after the launch of new brands in time, so that retailers can ensure the effective supply of new brands without out-of-stock and unsalable sales. It is worth mentioning that customers will only actively promote our new brand to consumers if they have a certain inventory. 1, do a good job of brand off-site display. It is very important to create a good display environment for the sales of new brands when customers accept the recommendation of new brands and have been on the counter. The reason to improve the over-the-counter rate of new brands is that the over-the-counter rate is one of the basic means for new brands to quickly integrate into the market. If the new brand is to be accepted by consumers behind the counter, it is necessary to display cigarettes well. As an account manager, we should introduce the most attractive display method to the outlets in time: (1) special location display method; For customers with large display cabinets, we can open up new product display areas and display key brands. (2) eye-catching display method; Put the new brand in the position that consumers pay attention to. Generally speaking, it is more appropriate to put it in the middle of the counter. (3) color contrast display method; Place a brand with strong color contrast next to the new brand, resulting in the effect of green leaves with red flowers. (4) Digital advantage display method. When displaying well-known brands, the number of exhibitions is obviously more than other cigarette brands, and the exhibitions are concentrated and the pattern is clear. It is necessary to increase the visual effect on the placement of key cultivated brands, and make a fuss about the location and quantity of placement. 2. Mobilize the enthusiasm of retail customers to sell new cigarettes. Retail customers are directly facing consumers, so retail terminals are the main promoters of brands. This requires that when we cultivate brands, we should not only ask retail customers to accept them, but also improve the enthusiasm of retail customers to actively participate. Account managers can promote new brands by standing in retail stores, which can not only improve recommendations. It can also enhance the feelings with retailers, make a good start for establishing consumer files, and form a good interactive situation, which requires our account managers to do a good job in the basic work of retail customers. 3. "Four members work together" to participate in the cultivation of new brands. Due to the limitation of visiting time and geographical location, it is impossible for the account manager to fully promote the new brand in a short time. In this way, telephone interviewers, distributors and monopolists can also take on the role of promoting new brands. Telephone interviewers remind retailers to order new brands in time during the ordering process. Dealers should help them understand the sales trend of new brands in the process of launching, and monopolists should also play a propaganda role. Through "four members working together", we will jointly strengthen retailers' awareness of new brands.

Two, give play to innovative thinking and creativity, and create a new situation of "cigarettes on the level".

The idea of innovation has existed since ancient times, and failure to innovate means extinction. Technological innovation and product R&D capability are the concrete embodiment of enterprise's core competitiveness, the source of improving industrial competitiveness and the important guarantee of obtaining long-term competitive advantage. Strengthening the ability of technological innovation plays a vital role in the economic prosperity of an industrial enterprise.

(1) Strengthen tobacco breeding and research on tobacco raw materials, and highlight the basic position of tobacco leaves.

China ranks first in the world in tobacco production and consumption, and is a veritable tobacco country. Tobacco leaves are the foundation of the whole cigarette industry, which determines the development of the cigarette industry and its contribution to the national economy. With the gradual strengthening of the basic position of tobacco production in China, the guiding principle of "planning planting, paying attention to quality, increasing production and increasing efficiency" in tobacco production has been thoroughly implemented. The overall stable development of tobacco production ensures the development of cigarette industry and the needs of tobacco export. However, compared with the United States, Brazil and other high-quality tobacco producing countries in the world, there is still a certain gap. In addition to the differences in geographical location, climatic and environmental factors and cultivation techniques, weak detection methods and basic theories have also become important factors restricting the development of tobacco agriculture and the improvement of tobacco quality. 1. The basic theory of tobacco breeding is weak and the inheritance law of characters is unclear. For a long time, breeding units only pursued varieties or paid attention to the collection and preservation of variety resources, ignoring basic research. Variety breeding depends on experience and luck to a great extent, and the problems of long cycle and low efficiency of traditional breeding methods have not been solved. 2. Lack of genetic resources and excessive concentration of mother trees. To some extent, the biggest gap between China's tobacco breeding and foreign countries is the lack of breakthrough materials in the evaluation and utilization of parent trees, and the narrow genetic basis of bred varieties, which has also become an important reason to limit the improvement of tobacco varieties. 3. The variety evaluation system is complex, and there is no scientific variety evaluation standard and system. Variety selection depends on experience breeding and luck, and evaluation also depends on experience evaluation. There is no objective evaluation standard and index, which limits the in-depth development of breeding in a certain sense. 4. The detection means can't keep up, and the analysis and detection results are lagging behind. Tobacco is a special cash crop, which aims at harvesting tobacco leaves. The quality and availability of tobacco leaves are affected by many factors. Therefore, tobacco breeding should not only consider the interests of growers, but also consider the special requirements of tobacco factories for quality. The external quality, internal chemical composition analysis and smoking evaluation of tobacco leaves involve many aspects, and there are often problems such as unsatisfactory cooperation between departments, lagging analysis and testing results, and poor integration of workers and peasants.

(2) Continue to work hard on the prominent contradiction of "reducing coke without reducing flavor"

With people's demand for spiritual life and concern for health, reducing coke and harm is the development trend of the global tobacco industry. The State Tobacco Monopoly Bureau actively promotes the "coke reduction project" and "harm reduction project" of cigarettes. The tobacco industry in China has vigorously promoted the scientific planting of tobacco leaves, optimized the hierarchical structure and improved the quality of tobacco leaves, thus improving the cigarette formula level and stabilizing the cigarette formula structure. From a practical point of view, there are prominent contradictions at home and abroad in reducing the harm of tar and not affecting the taste and taste. Overlooking the international demand situation, LTR put forward a concept, which can reduce tar and change odor as little as possible by using thin sheets combined with filtration and ventilation. The effect of filtration and ventilation on coke reduction is remarkable, but ventilation changes the taste greatly, which is difficult for consumers to accept. Therefore, it is an idea to consider the cooperation of sheet ventilation and filter ventilation. While making full use of its coke-reducing effect, we should try our best to reduce its negative effects. When consumers are accustomed to a certain degree of screen ventilation in a subtle way, the ventilation effect will be steadily improved. This way can continuously reduce coke, which is easily accepted by consumers and avoids the change of product style and market risk. 2. Compared with Lu Yan's joys and sorrows, Lu Yan has made great efforts in the coke reduction project and achieved good results. For example, most of the key brands in Taishan series, such as Confucianism, Wang Yue and Guanyun, not only greatly reduce the harm to human body, but also improve the smoking taste. However, the relatively best-selling cigarettes and consumers' acceptability, such as high-grade brands, have complicated processing technology and high investment, and the product price is not acceptable to most consumers. Therefore, the outstanding contradiction between the processing technology and input value of products and "reducing coke without reducing taste" needs to be further solved.

Third, strengthen comprehensive management, implement "two maintenance" and build harmonious tobacco.

Harmonious tobacco should be full of vitality and order; All elements are compatible, interdependent, stable, orderly, coordinated and common development; Employees in the industry do their best, get their place, be full of creative vitality, and effectively coordinate their interests, which is tobacco. Therefore, we need to actively eliminate the disharmonious factors and take scientific, reasonable and effective measures to create a harmonious platform and create conditions for future development.

(1) Establish and improve a strict accountability system.

With the rapid development of tobacco industry, comprehensive standardization becomes more and more important. However, comprehensive standardization must first standardize system construction. If there is no standardized system management system, it will inevitably lead to management confusion, low work efficiency, waste of financial losses and low operating efficiency. Therefore, we must correctly realize that the construction of the normative system is the key. It is a correct understanding and grasp of the general laws of market economy and the special laws of tobacco industry to promote comprehensive standardization and build a long-term internal supervision mechanism based on the construction of standardized system. This is the essential requirement of upholding and maintaining the national tobacco monopoly system; It is an important guarantee to promote the healthy development of tobacco industry; It is an important measure to strengthen team building and establish a good image of the tobacco industry. 1, improve the rules and regulations, standardize the internal management system, standardize the system management system, which is an important prerequisite and guarantee to do a good job in management and improve the ability of self-regulation. In strengthening internal management and supervision, it is necessary to establish and improve rules and regulations as an important link in the overall work. In order to maintain the scientificity, standardization, integrity and unity of the system, prevent repetition, omission, mutual restriction and conflict in the establishment of the system, give full play to the role of regulation, guidance and restraint of the system, and make the system more operable and effective. Regularly clean up the system comprehensively, eliminate the rules and regulations that are incompatible with the current strengthening of management, improve and supplement the relevant systems in time, and carefully sort out the relevant systems and regulations formulated by the unit. What needs to be established should be established, what needs to be improved should be repaired and perfected, and what is outdated or unreasonable should be cleaned up in time, and the behavior should be truly regulated by the system. 2, around the "two maintenance", standardize the market monopoly management system. The main goal of tobacco monopoly management is to implement "two maintenance" and ensure the market purification rate. Focusing on improving the market purification rate, combined with the actual operation mode of tobacco monopoly management at present, the management process of monopoly joint case handling is shown as follows:

Schematic diagram of monopoly joint case handling mechanism

What needs special explanation is that the tobacco monopoly management process is a strict and complicated legal procedure, in which the application and handling of licenses (including retail licenses and transportation licenses) is a typical administrative licensing process and should be carried out in strict accordance with the procedures stipulated in the Administrative Licensing Law. Judging from the situation of the tobacco monopoly bureau that has been certified and audited at present, there are some processes that are more or less easily overlooked in terms of application acceptance conditions, working procedures, and commitment of administrative license period, such as the publicity process of tobacco monopoly laws and regulations and the inspection of market order. Market inspection is usually divided into routine inspection and unconventional inspection. The routine inspection mainly manages the credit rating of retail customers, and the monopoly administration (or institute) has also formulated the inspection and visit frequency of customers with different credit ratings. Unconventional inspection mainly refers to some special inspections, and plans and schemes for special inspections should be formulated. The investigation and handling of cases is a process of strict administrative punishment, which needs to be strictly implemented in accordance with the legal procedures stipulated in the Administrative Punishment Law. Judging from the audited tobacco monopoly bureau, there can be no inconsistency between the statutory procedures of the monopoly bureau and the provisions of the Administrative Punishment Law, which especially attracts the attention of tobacco monopoly law enforcement personnel.

(two) to promote the transformation of functions, strengthen comprehensive management, and build a harmonious tobacco.

Just like in the early days of reform and opening up, while "allowing some people to get rich first", it also put forward higher requirements for anti-corruption work. With the further standardization of the tobacco market and the deepening of the tobacco system reform, the current tobacco industry is entering a critical period of benign development of "integrating resources, rationalizing the asset management system and gradually establishing a modern enterprise system". While building a harmonious tobacco market, various deep-seated contradictions are increasingly prominent. It is necessary to adapt to the business situation under the new situation and constantly confront contradictions. The key is ideological understanding, with emphasis on comprehensive management. 1. Strengthening ideological and political work is an urgent need to build a harmonious tobacco. Improving the ideological understanding of cadres and workers is the lifeline of economic order and all other work in tobacco enterprises. It is the ideological basis to ensure the smooth completion of all the work of enterprises, and it is also a powerful driving force to motivate and promote the work, which plays an irreplaceable role in building a harmonious tobacco. Great changes have taken place in the international and domestic environment since the reform and opening up. The International Treaty on Tobacco Control has had a great influence on the thinking of employees in tobacco enterprises. As a result, a considerable number of employees lack confidence in the future development of tobacco and trust in unit leaders and the masses. We must strengthen and improve the ideological and political work of enterprises to ensure that employees can stand the test of various risks and "remain unchanged and not deteriorate in change". To strengthen the study of Marxism-Leninism, Mao Zedong Thought, Deng Xiaoping Theory and Theory of Three Represents by all employees, it is necessary to continuously strengthen the ideological and cultural education for employees, cultivate a team with ideals, morality, culture and discipline, educate employees with scientific world outlook, outlook on life and values, make employees remember the socialist concept of "eight honors and eight disgraces" and enhance their ability to distinguish right from wrong. Get out of the ideological and theoretical misunderstanding, improve political discrimination, make enterprises form a good atmosphere of loving their posts and dedication, and promote the sustainable development of the construction of two civilizations in tobacco enterprises. 2. "Humanization" of service and "democratization" of management are the inevitable requirements for building a harmonious tobacco, and service quality is the survival of the sales network. To improve the service quality, not only the whole staff need to love their jobs and work hard, but also work hard on "people-oriented tobacco" and "family service", inject sincerity and warmth into the service, make the service standardized and humanized, think more about the development of retailers, consumers and enterprises, take customer satisfaction and smile as the pursuit goal, and truly send quality services to people's hearts. In enterprise management, we should fully carry forward the spirit of democratic management and people's decision-making, let employees participate in management as masters, share weal and woe with the enterprise, advance and retreat together, and at the same time, give full play to the role of cigarette operators' association, build a bridge of information communication among consumers, retailers and marketing departments, and truly make the best decision that consumers welcome, retailers agree and employees support, thus promoting the development of enterprises. 3. Insisting on "harmony is the most important" is the ability foundation of building and consolidating harmonious tobacco construction. Unity is strength, the life of team building and the premise of building and consolidating harmonious tobacco construction. The construction of leading group is the construction of leadership ability. Unite to create cohesion, combat effectiveness and new productivity. Maybe unity, no harmony. To build a harmonious tobacco, the team must do a good job of unity. A united and harmonious leading group must be united in thought, work together and act in concert. Trust each other without suspicion, support each other without destroying Taiwan Province, and be responsible for the division of labor without exceeding the authority; Advocate the principle of big things and the style of small things; All major issues that need to be agreed upon must first be exchanged and a consensus reached. Only through communication can we know and understand each other, even if there is a problem, can we truly achieve harmony in coordination, harmony in progress and harmony in work. Only in this way can we build a truly harmonious leading group and harmonious tobacco.

refer to

1, Research Report on Tobacco Economy, Zhang Hui, 2006

Publishing House: China Financial and Economic Publishing House

2. China Tobacco Reorganization, Integration and Going Global Author: State Tobacco Monopoly Bureau, 2006.

Publishing House: capital university of economics and business Publishing House

3. Basic management of tobacco industry Author: Zhang Hui 2006