How to carry out precision marketing in tobacco commercial enterprises

Zou Haili With the increasingly fierce market competition and the deepening reform of enterprises, traditional marketing methods can no longer meet the needs of the development of modern enterprises. Especially in recent years, tobacco commercial enterprises have established a market-oriented business operation framework and workflow system based on consumer demand by carrying out "organizing supply according to customer orders", and realized the transformation from traditional marketing to modern marketing. It can be seen that the implementation of precision marketing is very important for tobacco commercial enterprises, and the author will talk about some opinions and suggestions on the work below. The meaning of precision marketing and its important significance to tobacco commercial enterprises is to establish a personalized customer communication service system on the basis of precise positioning and relying on modern information technology means, and to maintain close interaction and communication between enterprises and customers through systematic means, so as to continuously meet the individual needs of customers and establish a stable loyal customer base of enterprises, thus achieving a holistic and structural solution to market problems and achieving a breakthrough in marketing. For tobacco commercial enterprises, precision marketing is to choose appropriate tools or ways to communicate with customers, implement brand cultivation, manage the whole process of supply and provide quality services under the premise of accurate market segmentation and market positioning. Precision marketing points out the direction for the brand cultivation of tobacco commercial enterprises and is the "navigation light" for tobacco commercial enterprises to do a good job in brand cultivation. The implementation of precision marketing has truly practiced the consumer-oriented marketing means, improved the profitability of both customers and me, given consumers more choices, and realized direct communication between enterprises and customers. It is the sublimation of the market-oriented work of "organizing the supply according to customer orders", which is an important starting point for cigarette quality, and has laid a solid foundation for the realization of the ambitious goal of cigarette quality. The effective way for tobacco commercial enterprises to implement precision marketing is to seek "precision" and "accuracy". Seeking "precision" means scientific segmentation, including market segmentation, customer segmentation and service segmentation. Seeking "accuracy" means accurate grasp, including information collection, brand cultivation and accurate supply. Therefore, it is necessary for tobacco commercial enterprises to do a good job in accurate marketing, and to work hard on market segmentation, brand cultivation, team building and service improvement. Work hard on market segmentation. Market is the basis of marketing. In order to implement accurate marketing, we must first make clear market segments as the target market of enterprises on the basis of full market research. In the process of marketing, we must dig deep into the market potential, segment the market according to local economic level, consumption habits, demographic conditions and other factors, accurately grasp the demand characteristics of target customers and consumers for cigarette products and marketing services, and keep the basic market information in mind. At the same time, through a comprehensive, systematic and in-depth analysis of the target customers and the consumer market, and with the help of the interactive platform of wholesale and retail, the social inventory and customer sales progress data are scientifically collected and analyzed, so as to accurately grasp the demand characteristics and changing trends of the cigarette consumer market. According to the information we have, we can make a detailed and operational sales plan to help us adopt different cigarette demand forecasting methods for different consumer markets, so as to improve our ability to grasp and predict the market. Only by doing a good job in market segmentation and taking targeted marketing countermeasures can we truly be market-oriented and provide data support for brand cultivation and accurate supply. Work hard on brand cultivation. The key to the quality of cigarettes lies in the cultivation of brands, which is an important embodiment of cigarette management ability and an important link in the implementation of precision marketing. A brand must pass the rigorous test of the market from its establishment, growth, development to growth. Any brand cannot grow into a brand without market recognition. Therefore, to do a good job in precision marketing, it is necessary to strengthen brand cultivation. Brand cultivation should proceed from the reality of the local cigarette sales market, focus on the brand development goals of "532" and "461" of the National Bureau, take cultivating key backbone brands suitable for the reality of the local market as the starting point, further improve the brand development plan, strictly implement the brand introduction, withdrawal and evaluation mechanism, and establish and improve the brand system with sustainable development potential. Therefore, we have to fully understand and master the consumer groups, consumption levels, consumption levels and development trends in the local market, scientifically classify brands according to their consumer groups or consumption habits, and then carry out targeted brand cultivation and implement accurate delivery. Constantly promote the refinement and accuracy of brand cultivation, and provide brand support for the implementation of precision marketing. Work hard to improve the quality of the team. With the change of cigarette market, it is the key to cultivate a marketing team with hard style and strong ability to fight the tough battle of precision marketing. As the main force of marketing, account managers bear extremely important responsibilities. Therefore, we should make a long-term training plan for account managers, and formulate a working mechanism of regular study, regular training, regular assessment, rewarding the excellent and punishing the poor. At the same time, we should also create a good working environment for account managers, create a good atmosphere of learning business, learning skills and strengthening skills, create a learning environment that is competitive, learning, catching up and surpassing, work hard to improve the quality of account managers, and build a team of account managers with excellent service, proficiency in business and excellent style, so as to provide talent support for the effective development of precision marketing. Work hard to improve service. Without communication, there will be no customers, and without customers, there will be no market. Good communication begins with service. As a tobacco commercial enterprise, we should constantly innovate in service standards, strive to maximize service efficiency and effectively improve customer service level. Therefore, by extending the service concept, we can ask front-line personnel to attach great importance to customers' feelings, pay attention to organically combining customer needs, market trends and marketing services in the actual service process, strengthen research and careful analysis, and enhance the effectiveness and initiative of service marketing. We can help front-line personnel to improve their marketing level and service skills by extending their service ability and strengthening the training of marketing knowledge, advocate learning from customers in the service process, and truly narrow the distance with customers with "heart", guide customers' business with "mouth" and contact customers' feelings with "legs". We can also provide service support for the implementation of precision marketing by extending service content, respecting market rules and customer needs, thinking about customers' thoughts and urgent needs, correctly treating customers' suggestions and opinions, and properly handling customer complaints and complaints. In a word, precision marketing is a complex system engineering.