How to give full play to the role of cigarette distribution in marketing

Because cigarette distribution directly faces retail customers and most intuitively reflects the service level of the supply chain, cigarette distribution should deliver its own quality service to customers while providing goods to customers. As the cutting-edge link of supply chain and the auxiliary means of cigarette marketing, cigarette distribution has been paid more and more attention. Defining the multiple roles of cigarette distribution is of great significance to effectively play its role in cigarette marketing. First, the multiple roles of cigarette distribution. (A) the "cutting-edge link" in cigarette circulation. Cigarette distribution in the process of cigarette circulation is in the cutting-edge link of resource allocation in the circulation field close to retail households. The difference between cigarette distribution and general distribution is that its distribution process is based on the needs of retail customers, which is a fixed form, a systematic form and distribution method with a certain organization, a certain channel, a certain route and a certain time, supported by modern technical means and a complete set of scientific management. It is an organic combination of "distribution" and "delivery". Through effective sorting and distribution, the delivery can reach a certain scale, so as to obtain lower delivery cost by taking advantage of scale. (B) the "intangible products" in cigarette marketing. In the marketing process of tangible products, the concept of products is easier to grasp, because products are tangible and perceptible. Logistics products are mostly intangible and attached. The process of customer purchasing service is essentially a process of perceiving service, and logistics products have obvious service characteristics. As a distribution link in cigarette marketing, retail customers attach intangible logistics products to tangible cigarette products by perceiving the service process of logistics distribution, forming the concept of composite products. (3) the "spokesperson" of corporate image. As one of the three members, distributors, like account managers and monopoly inspectors, are front-line personnel of tobacco enterprises, directly facing the market and retail customers. The behavior and service attitude of the distribution team reflect the service concept and service level of the enterprise to retail customers to a certain extent. At the same time, visual symbols such as vehicle appearance, cigarette packaging, personnel dress and publicity slogans can also better express corporate culture to the outside world. (4) The "collector" of market information. Market information refers to the state and characteristics of various internal and external environments related to cigarette marketing activities, as well as the sum of various news, materials and data. Distribution personnel shuttle through the cigarette market every day, dealing with retail customers in various regions, most likely to get first-hand market information, and be able to actively or passively understand customers' real and diverse ideas and needs. Compared with account managers, the information obtained by distributors is wider, faster and more direct. However, there is a lack of initiative and systematicness in information collection, awareness of active information collection, a system for integrating information resources and a platform for feedback information resources. Second, the specific ideas of cigarette distribution in cigarette marketing. After defining the multiple orientations of cigarette distribution, we also clarify the inextricable relationship between cigarette distribution and cigarette marketing. So how to make cigarette distribution play an effective role in cigarette marketing? The author believes that there are mainly the following ideas. (A) change the concept, pay attention to the multiple roles of cigarette distribution. The emergence of modern logistics is based on the great development of market economy and increasingly complex commodity circulation, and its purpose is still to serve the production, operation and marketing of enterprises. If we only look at and study cigarette distribution from the perspective of pure distribution according to the traditional concept, it is easy to ignore its direct or indirect role in marketing. Therefore, the tobacco industry should change its concept from top to bottom, examine the multiple roles of cigarette distribution with a brand-new logistics concept, integrate the value and make the best use of it. At the same time, we should pay attention to strengthen the research on modern cigarette logistics, combine modern logistics theory and technology with the reality of tobacco industry, change from industry-wide drive to single enterprise drive, explore the essence of tobacco logistics from the perspective of tobacco enterprises, and study the internal mechanism of logistics demand in tobacco industry. (2) Improve the logistics service level and promote the coordinated development of "hardware" and "software". Improving logistics service level is the core link to effectively play the role of cigarette distribution in marketing. Due to the influence of historical factors and traditional concepts, the logistics customer service level of tobacco enterprises still lags behind the needs of the rapid development of market economy. Set a reasonable logistics service concept and service level, and promote the coordinated development of hardware and software (customer service personnel) by strengthening logistics equipment management, scientifically selecting distribution methods, optimizing and integrating distribution routes, and strengthening logistics team building. 1. Optimize and integrate cigarette distribution lines. Optimizing and integrating distribution lines is to plan distribution lines reasonably and uniformly, calculate efficient paths, and make distribution vehicles provide efficient services to customers in the best order and in the least time. To optimize the route, many factors should be considered comprehensively, not only the route of distribution vehicles, but also the actual road conditions to reduce the walking time of vehicles on the road. It is necessary to consider both the total delivery volume and the delivery volume of each line; Not only the load of the vehicle, but also the fuel consumption of the vehicle should be considered. In short, with the lowest cost, the goods will be delivered to retailers accurately, timely and safely in the shortest time. Therefore, to choose the best route, we must strengthen the investigation of retailers. On the basis of carefully drawing the retailer's distribution map and traffic road map, combined with the distribution volume and distribution vehicles, the best scheme is finally selected through organic integration and calculation. At the same time, in order to improve the efficiency of distribution, we can learn from some logistics technologies, such as Geographic Information System (GIS), Global Positioning System (GPS), WEB/GIS (Network Geographic Information System), etc. More and more emerging technologies have been applied to the construction of logistics information systems, which have been widely studied and applied in the field of modern logistics. After the integrated route optimization, the distribution area is more reasonable, the geographical location is more concentrated, and the distribution vehicles and fuel consumption are greatly reduced. The workload of each line in the distribution area is generally balanced, and the service level of front-line distribution personnel will have sufficient room and time to improve. After being integrated with the GPS vehicle-mounted satellite positioning system for tobacco distribution, the vehicle location information can be viewed in real time by using the vehicle positioning and tracking function, which improves the safety of vehicle distribution and makes the vehicle management more standardized. 2. Strengthen the construction of distribution team. As the front-line personnel of the industry, the distribution team is not only the "spokesperson" of the tobacco industry image, but also the "implementer" of the industry service concept. A high-quality distribution team can win the trust and recognition of customers and obtain good social and economic benefits, so it is of great significance to strengthen the construction of logistics team. (1) Armed service personnel with industry values and industry knowledge. First of all, * * *' s "two paramountcy" concept is the value evaluation standard and the spirit advocated by the industry and every employee. Under the national tobacco monopoly system, national interests and consumer interests must be placed above everything else as the fundamental starting point and destination of all work. Distribution personnel should keep the industry values in mind, externalize them, run service through every detail of their work, and take improving quality and efficient service as their leading thought. Do "serve customers with heart, thank customers sincerely, treat customers sincerely, communicate with customers wholeheartedly, touch customers enthusiastically and dedicate love to customers". Furthermore, it is necessary for the company to train its distributors in some industry knowledge, such as industry policy, brand knowledge, market knowledge, industry creed and so on. Learning the basic industry knowledge can enhance the understanding and identity of the distributors, because in the distribution process, when outsiders want to know the market and brand information, or question the tobacco industry policy, the distributors can give appropriate answers at the first time, realizing the information exchange with the outside world, which not only reflects the service level, but also maintains the industry image. (2) standardize service personnel with service standards and fine services. First of all, the service standard is a yardstick to regulate employees' behavior and a mirror in employees' work. Standardizing delivery personnel with service standards can not only standardize delivery behavior, but also improve service level. As a cigarette distribution service personnel, we should always keep in mind that standardization is the premise of all work, consciously learn the standardization of cigarette distribution, and put it into daily work. Fully advocate the implementation of social morality and employee professional ethics formulated by the distribution center, strictly enforce the distribution discipline, and improve the normative constraints. Furthermore, under the guarantee of refined management, we should strengthen details, pay attention to process control, and earnestly achieve lean distribution. Insist on putting an end to sending fake cigarettes, withholding cigarettes, making things difficult for customers and using cars without permission. Implement unified business processes, unified vehicle identification, unified clothing, and unified civilized language. Timely delivery, civilized language in place, policy propaganda in place, and service standards in place. Greet customers actively, meet customers' rationalization requirements and help customers deal with problems and difficulties. (3) Educate service personnel on service skills and manners. In addition to job skills training, delivery personnel should also be trained in service etiquette and civilized etiquette to improve the quality and service awareness of all staff. Only by letting the deliveryman establish a correct service concept, master exquisite service skills and civilized language, and comprehensively improve the deliveryman's decision-making ability, communication ability and problem-solving ability, can the service quality and service level be improved. (3) Build an information integration platform to effectively exchange and share information. As a zero-distance contact department between tobacco enterprises and customers, logistics is the "collector" of market information. However, due to the lack of initiative and systematicness of information collection and a platform for integrating information resources, the function of logistics as an "information collector" has not been brought into play. Therefore, we should firmly grasp the key link of information integration, give full play to the role of information as a link and bridge in marketing, improve the integrated operation of supply chain and improve the efficiency of market operation. 1. Integrate fragmentary information and improve the ability of scientific analysis and information integration. Information resource integration refers to organizing diverse, heterogeneous and distributed information resources in a certain range into an orderly whole in a certain logical way, so that it has practical value. Distributors have to face the changeable and extensive market information and customer information every day. In the vast amount of information, it is necessary to remove the rough and keep the essence, break the whole into parts, and screen out valuable information resources. At the same time, similar information should be merged to find out the logical relationship between information. The integrated information needs to have practical guiding value for cigarette marketing. That is, from "information collector" to "information integrator". 2. Feedback market information and establish a market-oriented logistics supply chain information platform. Through the intelligent terminals of retail customers, we can master the social inventory, retail price, real demand and other information of retail customers, form an information tracking and collection system with logistics as the main line, and transmit it to industrial enterprises and marketing departments in time and accurately, so that industrial enterprises can organize production according to market demand, realize the extension from "order supply" to "order production", and respond and meet the market quickly. Logistics and marketing departments can share business plans, inventory, customer information and other information, so as to minimize uncertainty, redundant handover work and delay, thus greatly speeding up the response to customer needs.