Secondly, it is necessary to establish files for all brands and make predictions, reasonably and effectively allocate brand market space resources, and determine category management strategies and var

Secondly, it is necessary to establish files for all brands and make predictions, reasonably and effectively allocate brand market space resources, and determine category management strategies and variety combination launch strategies based on brand growth, market share, consumer satisfaction and other conditions. Thirdly, it is necessary to optimize the target category to ensure the diversity, targetability and convenience of the category, measure the brand's circulation speed based on the inventory cycle of a single brand, determine the main sales category system, and carry out relevant marketing activities to shorten the inventory cycle and extend the brand life. life cycle. Establish the service marketing concept. The key to improving service marketing capabilities is to establish a marketing concept based on service marketing and continuously innovate marketing methods on this basis. In-depth distribution: After segmenting the market in the target area, market managers (account managers) will set routes and regularly visit end customers one-on-one to carry out market development, maintenance, service and management. While improving customer relationship value, customer loyalty, consumption loyalty and business operation efficiency, it also improves the company's own marketing control capabilities. Integrated marketing: In the marketing process, we must comprehensively consider the satisfaction of customer needs, purchase costs, convenience, communication and other conditions, and leverage the integrated marketing concept to conduct two-way integration of upstream and downstream customers, giving products more value with services, and improving marketing The fundamental purpose of level. Cultural marketing: From the perspective of customer value theory and management, cultural marketing can fully meet the spiritual demands of customers. It focuses on creating a perceptible spiritual atmosphere. It should be noted that cultural marketing must not only stand from the perspective of the enterprise, but also from the perspective of consumers. The ultimate goal of the culture that companies have worked so hard to discover is to be understood and recognized by consumers. Therefore, companies must look at issues from the perspective of consumers, explore cultural selling points from the perspective of consumers, and refine cultural selling points from the perspective of consumers. [Anhui Feidong County Bureau (Marketing Department)] Collection of viewpoints to improve three abilities of account managers Gan Haiyan In terms of industry characteristics, account managers are the main force in implementing service marketing measures. Therefore, the key to doing a good job in service marketing is to improve the marketing service capabilities of account managers. Specifically, it mainly focuses on improving three abilities: the ability to communicate with customers, the ability to guide customer operations, and the ability to maintain customers. Improve your ability to communicate with customers. The account manager is a front-end service position that directly faces retail customers and is the bridge and link between tobacco companies and retail customers. During daily visits, if the account manager can communicate effectively with retail customers, it will not only improve the satisfaction and loyalty of retail customers, but also achieve the purpose of harmonizing customer-self relations and maintaining the stability of the cigarette market. Improve the ability to guide customer operations. Guiding customer operations, enhancing customer profitability and improving customer satisfaction is an important job of the account manager. Tobacco commercial enterprises should increase the education and training of account managers and continuously improve the ability and level of account managers to guide customer operations. At the same time, guide account managers to establish a sense of quality service, actively provide customers with guidance on sales techniques, service techniques, etc., and improve the business level of retail customers. Improve customer maintenance capabilities. Customer maintenance requires in-depth contact with customers. By mastering customer information and analyzing customer information, we can find out the key factors to improve the relationship with them. This is the main goal of customer maintenance. Tobacco commercial enterprises should establish clear and specific customer service standards and establish effective incentive mechanisms to guide account managers to do a good job in customer maintenance. [Jiangxi Jingan County Bureau (Branch)] Cultivate the marketing team and expand the service connotation Yang Binquan I believe that to do a good job in service marketing, we need to pay attention to the following two points: First, we must cultivate a high-quality marketing team and enhance service marketing capabilities. Cultivate high-quality employees and improve the overall quality structure of the marketing team. It is necessary to strengthen the education and training of front-line employees such as deliverymen and account managers through concentrated learning, special training, etc., so that they can master basic marketing knowledge and cigarette marketing knowledge, and be able to scientifically analyze the market and customers, and understand and grasp customers' needs. Real needs, help and guide customers in cigarette business, and effectively improve job service capabilities and ability to solve practical problems. Build a collaborative team and build a service-oriented enterprise.Secondly, based on the historical operating data of retail customers and the monthly demand forecast as an important reference, the distribution system should be used to scientifically set the delivery cycle and balanced delivery volume, so as to achieve an organic combination of effective delivery of supply and demand forecast. Finally, it is necessary to strengthen contact with retail customers through various information platforms and strive to obtain support, understanding and cooperation from retail customers. Account managers should regularly help retail customers with business analysis and supply guidance, organize more marketing skills training, and improve retail customers' operating capabilities and profitability. Finally, it is necessary to extend terminal services and serve consumers well. Among the "three satisfactions" service goals, consumer satisfaction is the core. Consumer choice and consumer satisfaction will ultimately determine the development of the enterprise. First of all, it is necessary to improve the convenience and diversity of choices for consumers to buy cigarettes, and through the supply of marketable cigarette brands, consumers can conveniently buy the cigarette products they need. Secondly, ensure stable cigarette prices and quality. It is necessary not only to ensure reasonable profits for retail customers, but also to make consumers feel that they are worth their money. At the same time, it is necessary to strengthen supervision and management of the cigarette market so that consumers can have convenient complaint channels for any questions they have. Finally, it is necessary to establish a two-way information communication channel between commercial enterprises and consumers to enhance mutual understanding and harmonious relations between commercial enterprises and consumers. Specifically, we can communicate with consumers by opening internal service websites, providing online forums and other platforms, distributing self-run magazines and periodicals, and regularly sending mobile phone text messages to provide consumers with the cigarette information services they need. [Anhui Chuzhou Municipal Bureau (Company)]