Therefore, for the domestic tobacco industry to meet this unavoidable challenge, one of the prerequisites is to build up our retail terminal management as soon as possible, achieve the unification of management elements and shape the terminal brand image through a sound management system and the provision of innovative services. ; Launch innovative services and enhance store profitability; develop and utilize terminal information, improve decision-making and control efficiency, make full use of the rights granted by the monopoly law to build a solid sales network system, and create a network management team with modern marketing concepts Team to nip problems in the bud. (2) It is helpful to establish a unified brand image. Opening famous tobacco and wine (tobacco and wine specialty) stores can reshape the social image of the enterprise. In the 1980s, tobacco companies were known as "pretty companies" and had poor public reputation and social image. When our network construction first appeared on the market, some people mistakenly thought that tobacco companies were not performing well and that they "could no longer afford to make a living." But over time, people's views have fundamentally changed, showing their admiration for tobacco companies' precautionary measures. Establishing a corporate image and building a famous brand are not only the needs of enterprises to expand outward, but also the needs of social consumers. In the early stages of the construction of the cigarette network, the stores directly owned by tobacco companies were all traditional stores or general supermarkets, and there was no famous cigarette and wine (tobacco and wine specialty) store. The image, brand, popularity, and sales in the competition in the cigarette market were all affected. $amp; Since 2000, tobacco companies have successively renovated their directly-owned stores and added a number of famous cigarette hotels or tobacco and alcohol stores, which has completely changed the official business model of "difficult to enter, ugly to look at, difficult to speak, and difficult to issue tickets". style. The second is to take advantage of its superior geographical location and establish a leading image of tobacco. By building a high-quality brand and serving as a new product trial sales point, product promotion point, and fancy variety launch point, it will gradually be recognized by consumers. The third is to implement unified logos, unified images, unified services, unified prices and unified management, etc., to set a standard operating example for cigarette retailers in the whole society, so that all sectors of society can feel the strong economic benefits of famous cigarette and wine (tobacco and wine specialty) stores. Strength and good honest service attitude. Fourth, it effectively curbed the behavior of cigarette dealers from bullying the market and manipulating market prices, limiting the expansion of cigarette dealers' power, thus achieving a win-win situation of social and economic benefits. (3) It is conducive to regulating and stabilizing the cigarette market. In strengthening the management of cigarette sales terminals, the order marketing business process is actually the regulation of the variety and quantity of cigarettes released according to changes in the market environment. Balancing the relationship between order marketing and macro-control is the first priority. Macro-control is crucial to ensuring the sustained and stable development of the market. Implementing the order marketing business process will give greater play to the overall development layout of the brand and the coordination and balance of the city's supply. Put the core of order marketing work on the construction of the operating mechanism, and effectively grasp the market supply and demand information through the operation of the mechanism. When the market price of a certain cigarette drops sharply, we can appropriately reduce its market volume; on the contrary, when a certain cigarette When the market price rises sharply, we can increase its market volume. As long as we can strictly do the order marketing of cigarettes, we can do a good job in terminal management of the cigarette market. — $ —Discuss how to strengthen the management of cigarette retail terminals on tobacco networks (4) It is conducive to improving customer management and standardization capabilities. The construction of online retail terminals itself establishes the service concept and management positioning of "focusing on customers". If we only deliver services without terminal management, the overall image of customers will not be improved, unity will not be formed, and the operating capabilities of the outlets will be difficult to guarantee. Through terminal management, the relationship between us and retailers is not just a separate cigarette transaction relationship, but also a service and service relationship, allowing both parties to establish a mutually dependent and long-term cooperative supply and demand relationship, ensuring that we have a stable cigarette sales channel At the same time, it effectively obtains the ability to regulate and control operations. Therefore, cigarette retail terminal management is an integral part of the cigarette sales network, the soul of cigarette sales network construction, and the need to promote customers to improve their own operation quality. (5) The construction of high-quality retail terminals is conducive to timely grasp of market feedback information and can extend management to the most basic level.At the same time, the company must adhere to the service principles of establishing an image, sharing resources, expanding operations, seeking dependence, and seeking development, and create a sense of innovation and a spirit of striving for excellence to actively develop the society. By joining the company, we can participate in the market together and win better social and economic benefits as much as possible. At the same time, as people's living standards continue to improve, consumption concepts continue to change, and demand desires continue to be personalized, the previous single business model of company-owned stores is far from satisfying the market. Therefore, business methods such as brand building, special operations, low-price promotions, rolling packages, and door-to-door delivery are what our directly-affiliated stores need to develop and promote. Our idea is: !, Yanming Hotel establishes its brand. Based on the superior geographical location, establish the image of a leading tobacco company, increase the popularity of cigarettes, and create a famous brand. And as a new product test sales point, product promotion point, and design and variety release point, consumers will gradually recognize that to buy brand cigarettes, they must go to famous cigarette hotels. ", specialty stores add characteristics. Under the guidance of the main business and diversified management ideas, for the subordinate cigarette stores, while operating cigarettes, we also try some other business types. According to different consumer needs, we can open It also operates newspapers and magazines, agency printing, welfare lottery, porcelain painting products, computer photography and other businesses to attract customers and increase sales. # Supermarket chains currently have strict management systems, complete assessment mechanisms, and strict The regulatory system is gradually deepening. We are also using our brains and planning in operations to attract more different levels of consumer groups, such as weekend low prices, holiday packages, promotions, hundreds of gifts, group buying discounts and other activities, through irregular activities. Therefore, promoting the development of company-owned stores, opening famous cigarette hotels, tobacco and alcohol stores, building corporate image, and creating famous brands are not only the needs of enterprises for outward expansion, but also the needs of social consumers. 3) Improving the overall image of customers is the prerequisite for terminal management. In cigarette retail terminal management, the overall image of online customers will directly affect the actual interests of dealers and retailers. There is a gap between sales and image. Therefore, Nanhui Tobacco Company attaches great importance to the construction of network image project, and extended services are an important measure in the network image project. We implement unified service and management, focusing on cigarette sample display, supply supply tilt, and operation. Increase service content and intensity in terms of variety guarantee and supporting service facilities. I remember when the extended service customers were first centralized, we found during market visits that the display of cigarette samples in some stores' image cabinets was messy: electronic scales and TVs were placed on the counters. , lighters, batteries, chewing gum and other sundries, which directly affected the overall image of extended service customers. In response to these issues, we organized a special discussion, and everyone unified the work ideas and clarified the direction of rectification. First, we revised the "Extended Service Cigarettes". "Unify the sample requirements" and configure the "Image Cabinet Display Configuration Diagram" for image cabinets of different quantities and specifications. In the configuration process, new product promotion work is included, the sample display space is expanded, and the maintenance of new products is strengthened. Using corner cabinets, the bronze medals and no-smoking signs for middle school students are uniformly placed in the counter, which is eye-catching and strengthens daily maintenance. For stores that have installed $ signs, there are clear requirements for regular opening of light boxes and regular cleaning, giving full play to the light boxes. The advertising effect. After realizing the goal of extending customer cigarette cabinets, setting up network logos and visual management, the comfortable environment has been recognized by consumers, which greatly improves the "purchasing authenticity" of consumers when buying cigarettes. The popularity of "Smoke to Outlets" has effectively improved the overall image of the network and fully demonstrated the good corporate image of Shanghai Tobacco. At the same time, the economic benefits of online customers have been significantly improved, and our retail terminal management has also been recognized. (4) Predictive analysis and process control are the basis of terminal management. Forecasting and analyzing market sales are the basis and premise of cigarette retail terminal management.
At the same time, the company uses the $amp; '( cycle as its working mode and holds regular business meetings every week to achieve a closed-loop goal management. Secondly, it strengthens the training of marketing personnel and achieves efficient management through the use of information infrastructure; Establish good customer credit relationships through information services. Improve their business level and overall quality through standardized document examinations, marketing lectures, computer application operations, on-site marketing management and other aspects of training (7) Expand the breadth and quality of services. Depth is the goal of terminal management, and honest service is Shanghai Tobacco’s practice yesterday, its efforts today, and its pursuit tomorrow. In the past ten years of network construction, Tobacco people have adhered to the service tenet of “satisfying customers and being responsible to society” and served with all their heart and soul. Our customers strive to create a reflection of integrity and win social and economic effects. In the construction of high-quality networks, it is not enough to provide customers with reliable products. In the service process, they must be loyal, satisfied, and comfortable to ensure high-quality services. The extension and connotation continue to develop in depth. Improve job skills and implement the "Service Manual"; cultivate service brands and create model worker groups; provide worry-free services and close relationships with merchants and customers; establish a set of honest service management mechanisms, starting from four management chains. , that is, the service chain - interlocking, the responsibility chain - checking every step, the product chain - ) - Talking about how to strengthen the management supervision of cigarette retail terminals in the tobacco network; the information chain - closely connected , a comprehensive and whole-process urban information service system with the participation of everyone from the marketing department manager to the marketing personnel, from the outside to the consumer groups, and from the inside to the management department. Cigarette extension service embodies the business philosophy centered on the vast number of cigarette online customers. With the in-depth development of cigarette network construction work and the continuous improvement of people's consumption level and consumption requirements, the sum of the additional benefits provided by cigarette extension services to the vast number of cigarette network customers and the improvement of customer satisfaction are the key to the success of building a high-quality cigarette network project. key link. Therefore, we must actively change our business concepts, business levels and business priorities, strengthen the marketing of extended services, and improve the competitiveness of the cigarette market. We must do the following: first, improve the satisfaction of customer needs, so as to!"#$amp; :' as a standard, strengthen the quality management of extended services. Second, conduct market segmentation and competitor analysis, and provide differentiated additional services. Third, increase the functions and types of extended services to ensure fast and convenient services at any time. Be prepared to provide a variety of unexpected services and special services. Fourth, turn maintenance into prevention, turn post-event into preventive monitoring of the entire process, and discover and solve hidden dangers before problems occur. Treat consumer complaints correctly and actively seek feedback from existing and potential customers