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Hengyang City, the tobacco company marketing strategy research

Author: YangXiang
Tutor: YuKai
School: Central South University
Course: Business Administration
Keywords: Marketing Strategy SWOT Differentiation Marketing control
CLC: F426.8
Type: Master's thesis
Year: 2008
Downloads: 284
Quote: 2
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Abstract


Face the challenges of the global economic integration , China 's tobacco industry will have to stand in a new , equal and open international competitive platform , to face a powerful opponent , to participate in the international and domestic market competition . Management practice , the right corporate strategy is a fundamental prerequisite for success , especially in the study of the marketing strategies of the tobacco companies , has become a pendulum in the of all tobacco front of solved a big problem , it relates to the future of the tobacco companies and fate , tobacco enterprise marketing strategy research has important practical significance . The thesis expounded the theory of corporate marketing strategy , and analyze the problems of Hengyang City, the operating status of the tobacco companies , and marketing management , and then analyzed the external environment of the tobacco industry , the company 's internal resources and its impact on the tobacco companies in Hengyang City the impact . Then , by the Hengyang City Tobacco Company SWOT analysis to determine the strategic objectives and the cycle of corporate marketing , to develop a marketing strategy , and pointed out the direction of differentiated marketing strategy , which describes a differentiated marketing strategy , pointed out that a variety of specific differentiation practices , and enterprises to implement differentiated marketing strategy , you should pay attention to the problem. Differentiated marketing strategy to address the problem mainly selected the differentiated brand building strategy . Implement differentiated service brand strategy focused on brand image of personnel , public service activities , has a certain practical operability . Finally, through the implementation and control of marketing strategy to safeguard the smooth realization of the strategic objectives . This article studies for future marketing efforts of tobacco companies in Hengyang City specified direction and goals , is to establish the concept of differentiated marketing strategy , focusing on differentiated brand strategy to solve the main problems in the process of development of the company , the only way , to fundamentally improve the company's marketing management level , and eventually break through the bottleneck , towards a higher level of development .

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