Research on the Cigarette Brand Competitiveness Promotion Strategy Based on Coordination Marketing

Transcription

1 Research on the Cigarette Brand Competitiveness Promotion Strategy Based on Coordination Marketing CHEN Baosen School of economy and management, Sichuan agricultural university, Ya an, P.R.China, Abstract: Follows the double ten strategic advancement vigorously, order form ordering the reform to extend thoroughly as well as the FCTC comprehensive implementation, the cigarette enterprise is facing a more stern challenge, how promotes the cigarette brand competitiveness consolidated market niche to appear especially urgent effectively, but the industry and commerce coordination marketing is an effective measure exactly. This article in the brief review profession industry and commerce coordination marketing's implementation background's foundation, has promulgated the cigarette product brand competitiveness six essential factors, has given take the industry and commerce coordination marketing as basic point promotion cigarette product brand competitiveness certain strategies. Keywords: Cigarette, coordination marketing, Brand competitiveness 1 Introduction The coordination marketing is one kind of new marketing idea which the recent years developed, the achievement one method was promoting the Chinese tobacco profession reform to the depth development. The so-called industry and commerce coordination marketing is refers to the market marketing activity, the tobacco industry and Commercial department both sides in the brand connotation, in the brand localization consistent foundation, to seek the benefit maximization, in marketing practice aspects and so on marketing idea as well as market, brand, service launches the omni-directional marketing cooperation. 2 Profession Impetus Industry and Commerce Coordination Marketing Urgent 2.1 The double ten strategy advances vigorously The brand is enterprise's symbol, is enterprise core competitiveness concrete manifestation, enterprise's competitive power is decided finally by the product competitive power, the brand competitive power. Proposes two more than ten according to the National Tobacco Monopoly bureau the strategy development direction, the domestic cigarette brand the further conformity, some market popularity not high, the quantity will be small, the foundation weak brand will be unable to deal with the intense market competition, faced with is even compressed by the marginalization the conformity the risk; Simultaneously some strong trend big brand will win the bigger market development space, will seek the bigger market niche, the entire profession will enter the powerhouse to be stronger, the weak one weaker circulation track. 2.2 Order form ordering the reform extends thoroughly order form ordering the reform is take the market as a guidance significant cigarette trading mode transformation. Presently, the order form ordering pattern has unfolded comprehensively, and to produces gradually according to the order form organization extends. The reform from the technical stratification plane to the policy stratification plane, the system stratification plane extends, its essence is must take the market demand as the guidance, realizes between the productive plan, the variety structure and market demand balanced. The entire profession already marched into one take the brand synthesis strength as the symbol top level competition pattern, the innovation brand promotion pattern, the perfect terminal sale network to the enterprise and so on to set the new higher request. 211

2 2.3 The FCTC comprehensive implementation is just round the corner Along with the Standing Committee of the National People's Congress to (FCTC) the vote authorization, the tobacco advertisement, the tobacco promotion, the tobacco support forbid already are comprehensively are just round the corner, the cigarette product's propaganda space will be able to be narrower. This to each big cigarette brand dissemination brand value idea, the mold brand image, the development and the maintenance expense group pressed the precess to sell the aspect to set a higher request. 2.4 The cigarette high homogenization is day by day obvious The cigarette is one kind has the basic same attribute benefit high homogenization commodity, in addition present's cigarette consumer contacts the information the quite rich, each kind of advertisement, the public relations, business promotion, the event marketing accept. Follows the cigarette commodity high homogenization tendency, the tobacco profession is inducting the industry and commerce coordination marketing, the implementation tobacco brand total management, the conformity brand marketing, as far as possible increases the product and customer's contact point, only then some possibilities guarantee the brand the steady development. 3 The Cigarette Brand Competitive Power Six Essential Factors Cigarette brand's competitive power mainly by the cigarette brand localization strength, the brand controls the strength, the brand dissemination strength, the brand contingency power, the brand increment strength, the brand innovation strength six big essential factor fusions to become, they in tobacco enterprise's management and operation interaction, is constructing the tobacco enterprise's competitive power together. 3.1 Brand localization strength The brand localization is the prominent brand localization variation and the personalization, found an appropriate position for the brand in the consumer heart. The brand localization emphasis to the market, the consumer as well as competitor's analysis understood that seeks for the market and the consumer psychology blank spot, the definite goal consumer, and comprehensive dynamic analyzes their demand and the expectation, the design, the manufacture and the marketing can provide the personalized demand fully the product or the service, the mold can satisfy their value position the enterprise image and the culture. 3.2 Brand controlling force The brand controls the strength is creates and the maintenance enterprise image ability according to the brand localization request. First, the enterprise must through the quality control, the cost control and the customer relations management improves the product quality and the grade of service unceasingly, enhances the product the performance-to-price ratio; Next, the enterprise must improve the product design unceasingly and promote the new product, meets need which the consumer changes fast; Finally, the enterprise must transform, ways and so on CI design and network management through the culture complies with and satisfies demands and so on consumer's values and emotion. 3.3 Brand dissemination strength The brand dissemination mainly includes: The brand dissemination content's choice, the brand propagation mode's choice, the brand disseminate channel's choice and the management, the brand spreading process control. The brand dissemination advocated strongly, if refers to the brand disposition, the brand culture, the fine reputation, the brand dissemination skill, take enhances the brand popularity, the fine reputation, the loyalty as the core, in view of expense audiences' effective brand dissemination. 3.4 Brand contingency power In network time, enterprise, once has the crisis event, will in a short time pass through each kind of 212

3 medium channel to enlarge, the proliferation, will cause the enterprise brand crisis and even the survival crisis finally. Therefore, the enterprise needs to formulate the brand management contingency plans, and starts the stage rapid crisis control at crisis's seed time, avoids the crisis expanding, reduces the harm which possibly brings. 3.5 Brand increment strength Whether is the brand competitive power decided finally by brings the over value for the consumer to experience and the exceeding the quota value. May regard as the brand value is approximately in the strategic economic customer transfers the value. The brand takes to customer's transfer value to be more, the customer more has the loyalty to the brand. The enterprise generally through ways and so on strengthened creativity, innovation, service and culture realizes the brand increment. 3.6 Brand innovation strength Here innovation is refers to innovates effectively, is can meet the market new need the innovation. Mainly includes innovation environment, innovation team, the innovation fund, the innovation product market compatibility, the research and development to transform as market ability. 4 Take Industry and Commerce Coordination Marketing as Basic Point Promotion Cigarette Brand Competitive Power 4.1 Industry and commerce coordination marketing principle Tobacco profession industry and commerce both sides should defer to the National Tobacco Monopoly bureau "about To further promote Business Coordinates Marketing Work Instruction Opinion" the request, the implementation the perfect system mechanism, the optimize allocation of resources, the enhancement competition strength, promotes the level comprehensively the primary mission, the construction take coordinates the marketing as the core new industry and commerce relations. The impetus industry and commerce coordination marketing must take the equality and mutual benefit, the interactive mutual confidence, the resource sharing, the efficiency responsibility as the instruction, from the strategic level, the strategy level and the operation level three stratification planes, the brand, the market, serves three dimensions, the whole preparation, vertically and horizontally unifies, makes every effort to form a three-dimensional organic industry and commerce coordination marketing work routine system. Through establishes the market direction, face the consumer, face the customer marketing system, tries to solve the current Business marketing to come apart, in the redundant investment, the province questions and so on dependence; Overcomes the non-market factor, the reorganization standard cigarette management order, the building fair competition market environment, establishes the unification, the opening, the competition, the order national single market; Constructs the new marketing pattern, raises the profession marketing efficiency, reduces the insider dealing cost, the promotion enterprise order competition. Through the industry and commerce coordination marketing impetus profession complete marketing system's construction again, the promotion cultivation has the international competitiveness Chinese tobacco superiority brand, strengthens the Chinese tobacco whole competition strength. 4.2 Industry and commerce coordination marketing flow The industry and commerce coordination marketing is the order form goods supply the key link which extends to the order form production, is advances the marketability reform a major step, will have the profound influence to the next entire tobacco profession's production and marketing system and the operational mechanism. The development industry and commerce coordination marketing, must display fully specializes in selling the system superiority, the overall resources superiority to embark from the promotion profession whole competition strength general situation, constructs one take the market as the guidance, face the consumer, face the customer unification, completely, the highly effective tobacco marketing system. 213

4 Figure 1 The cigarette industry and commerce coordination marketing main flow Data source: Beijing Tobacco Monopoly bureau (Company) Industry and commerce Coordination Marketing Implementation Plan (in Chinese) 5 Industry and Commerce Coordination Marketing Promotion Brand Competitive Power Strategy 5.1Markt marketing coordination Industry and commerce both sides want in the market environment research, the retail sales customer research, the consumer to study, the demand predict that the target market choice and so on many link development coordination. Team studies consumer's demand characteristic, research and development localization accurate adaptation market real demand brand; Deals with the relations which, the physical demand the real demand and the information distort with to be possible to supply the source of goods the relations, the diverse demand and the brand conformity relations, the single brand demand and the category structure relations, enhances the market demand forecast the rate of accuracy; In the brand market share, the sales rate of increment, the retail sales household recommendation, consumer acceptance and so on many aspects carries out the investigation emphatically, the regular coordination formation the marketing research reports. 5.2 Brand marketing coordination Industry and commerce both sides implement the cigarette brand total management, the consummation and the lift system science brand operation system and the system. In the brand developmental strategy, the brand localization and on the target market choice, the brand delivery, brand going on the market, the advertisements propaganda, the product the cabinet and the exhibition, the brand maintenance, the brand appraisal, the brand introduction and the withdrawal, the product supply, the stock management and so on many aspects carry out the coordination. Both sides coordinate the deep research profession production and marketing engagement pattern the new characteristic, explores the new flow which positively the order form organization produces, processes correctly expands the market coverage with to raise the market construction level the relations, further coordinates the dissemination brand positive image, displays the brand resources potential distinctively fully, the making individuality, the high popularity, the high fine reputation, the high loyalty strong trend brand, achieves promotes the market share, the expanded sales volume, the increment brand property goal. 5.3 Service marketing coordination Industry and commerce both sides in aspects and so on source of goods assignment, retail sales customer communication, consumer communication carry out the coordination. Through serves the 214

5 terminal, the office terminal, to extend the terminal, the vivid terminal, the establishment and the retail sales customer long-term cooperation, the communal development harmonious relations. 5.4 Joint administration stock The impetus on-line distributes orders realizes the industry and commerce joint administration stock, to admonishes the stock, to save together sells compared to, being out of stock rate and so on essential data hypothesis quantification guide posts, to links and so on cigarette production, transportation, stock carries on the real-time monitoring, the implementation accuracy control, the rapid reaction, strengthens the source of goods safeguard. Strengthens four big centers the construction, the advancement a three sign body conformity, the perfect linkage mechanism and the service connection, strengthened coordination ability, resolves the market demand, the productive plan and produce can the contradiction earnestly, enhances the fast response market ability. 5.5 The marketing troop coordinates Industry and commerce both sides coordinate development marketing troop training and the exchange, strengthens skill training, improves the industry and commerce marketing personnel quality, raises aspect the gradually and so on market marketing, brand marketing, customer service specialized talented people. Industry and commerce both sides may attempt through establish KPI and the CPI achievements target, common scientific, dynamic weighs the staff working condition and the work achievements, further stimulates staff's enthusiasm and the creativity. 5.6 Establishment exchange interaction system According to authorized visit, according to his need the principle, speeds up the construction industry and commerce coordination marketing information platform, provides the formidable technical support for the industry and commerce coordination marketing. Through information system, , cell phone text messages and so on many kinds of forms, sharing information and so on productive plan, goods supply arrangement, brand change situation. The industry and commerce both sides high-level leader visits, the exchange mutually, on the market marketing, the brand marketing and the service marketing aspect's strategic question carries on the discussion, grasps the industry and commerce coordination the correct direction. Industry and commerce both sides are related the department to exchange regularly every month, the bilateral team studies market, the analysis brand, the formulation strategy, the engagement work, guarantee the coordination marketing each flow smooth revolution. References [1]. Yu mingyang, Liu chunzhang. Brand competitive power theory summary and factorial analysis. Marketting introductory remarks, 2006,(6) (in Chinese) [2]. Tan yanhua, Li jin. Discusses the Chinese tobacco brand competitive power shallowly. Chinese tobacco science, 2007,(4) (in Chinese) [3]. Han Yansheng. Office in coordination marketing role localization and practice. Jiangsu tobacco industry, 2007,(5) (in Chinese) [4]. Li Wenxia, Huo Guoqing. Brand competitive power formation mechanism and constitution. Business management, 2008,(4) (in Chinese) 215