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Beijing Tobacco Company Marketing Strategy

Author: FengGuoYue
Tutor: LiuZiAn
School: University of Foreign Trade and Economic
Course: Business Administration
Keywords: Beijing Tobacco Company Marketing Tobacco marketing
CLC: F426.8
Type: Master's thesis
Year: 2006
Downloads: 606
Quote: 2
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Abstract


Based on contemporary marketing theory, this thesis puts forwardsuggestions on the marketing management of Beijing Tobacco Companythrough studying marketing experience of advanced international tobaccoenterprises and analyzing marketing management strategies used by BeijingTobacco Company.The thesis is divided into six sections. The preface gives an introductionto the research background, purpose and motive of the thesis. Chapter Onepresents the theories and literature used in the thesis. Chapter Two talks aboutthe object and methods of research. The most important part is Chapter Threeand Chapter Four. Chapter Three analyzes the development trends of tobaccoindustry both at home and abroad, and summarizes experience of marketingmanagement of Philip Morris Company, the representative of today’s worldfirst-class tobacco enterprise. Chapter Four accounts the history, the statusquo and the prospect of Beijing Tobacco Company. And then analyzes themarketing management adopted by the company, which includes theconstruction of strengthening marketing channels, the establishment ofmarketing information management system, the emphasis laid on the role ofclient relationship management, the active development of co-existingmarketing, and the improvement of employee training on marketing andservice. On the basis of Chapter Four, Chapter Five points out that BeijingTobacco Company should strenthen its service marketing concept, implementgreen maketing,reform its organization and working procedure, analyze andspecify client demands, and accelerate the formation of marketing serviceculture.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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