How to improve the ability and level of grasping the market and regulating the market

Although tobacco is a monopoly, there are still market problems. In order to improve the ability and level of grasping the cigarette market and regulating the market, it is necessary to control the market under the monopoly management system, organize various marketing activities according to market demand, realize the organic connection between the supply chain and the market, and ensure market supply. "Cigarettes reaching the highest level" is the strategic task of the industry at present and in the future. Director Jiang Chengkang of the National Tobacco Administration emphasized that in order to achieve "high-level cigarettes", we must focus on promoting five aspects of "brand development, marketing, raw material security, technological innovation, and basic management". However, "raising the standard of cigarettes" is a large systematic project that requires all levels and departments of the tobacco industry to fully promote it. How can a county-level tobacco commercial enterprise promote "raising the standard of cigarettes"? The author believes that the key is to "improve the ability and level of grasping the market and regulating the market." The author combines the work of the Xiuwu County Bureau in Henan and the actual discussion of the local Yuntai Mountain tourism market. 1. Standardized operations Standardized operations are the "lifeline" for the sustained and healthy development of the industry. We must strengthen our understanding of the importance of standardized business operations, establish long-term mechanisms, and enhance the internal control capabilities of enterprises, thereby improving our ability and level to grasp the market and regulate the market. First, we must refine regulatory measures, clarify regulatory tasks, standardize regulatory processes, strictly implement the internal monopoly management and supervision work system, rely on the monopoly regulatory information system, strengthen dynamic supervision of operating procedures and sales behaviors in the cigarette business process, and trace the work processes. Management, comprehensively implement supervision effectiveness, and ensure that the joint management of exclusive sales achieves effective results. Second, we must standardize the market order and further standardize customer classification in accordance with the requirements of "controlling large households, cultivating medium households, and supporting small households", strictly control the number of large households, standardize supply policies, and fundamentally eliminate virtual orders, selling to large households, extracorporeal circulation, Uncoded sales and other irregular business practices. Third, we must improve the long-term mechanism for standardized operations. Implement the "express commitment system" and implement the "Responsibility Letter for Regulating Cigarette Operations" signed with all employees to build a solid management defense line for standardized operations; adopt the "Five Disciplines" that regulate the order of cigarette production and operation and the "Fourteen Strict Prohibitions" in cigarette operations For the content, strengthen supervision over the entire operation process and every link, and make unremitting efforts to standardize operations. Fourth, we must intensify inspection and supervision, and strictly implement accountability. Any irregular business behavior will be dealt with resolutely and seriously, and will never be tolerated. Strict organizational disciplines and serious handling measures will be used to ensure strict standards. 2. Marketing team building. As the forefront of cigarette sales in the tobacco industry, account managers’ marketing capabilities and work levels directly affect “the ability and level of grasping the market and regulating the market.” Therefore, building a high-quality marketing team has become the key for current commercial enterprises to "improve the ability and level of grasping the market and regulating the market." First, we must deepen the reform of the enterprise's personnel and employment system and implement competitive recruitment for all employees. Taking moral character, knowledge, ability and performance as the main selection criteria, further establishing the position of account manager as the core position of cigarette marketing, establishing a mechanism for the entry, use and training of marketing personnel to promote the improvement of the marketing team's capabilities and the growth of talents. Second, we must strengthen team building and forge team spirit. Focus on team building, introduce team management, and enhance the combat effectiveness, execution ability and cohesion of the marketing team. Focus on capacity building, strengthen the marketing team to grasp the market, cultivate brand and comprehensive business capabilities, and provide spiritual motivation and quality support for the sustainable, stable and healthy development of the enterprise. Third, we must strengthen employee education and cultivate quality employees. With the development of network construction, the promotion of new business models, and the improvement of hardware, the issue of "software" has become increasingly important. It is necessary to establish the concept of "learning and training is the greatest welfare of employees", formulate education and training plans for marketing personnel, establish dynamic learning files for training, and improve the quality and ability of the marketing team to serve retail customers and adapt to situational developments. Specifically: 1. Emphasis on training and quality. At work, we must continuously increase the training of account managers and continuously enrich the training content so that they can master cigarette marketing knowledge, marketing skills, ability improvement and other related knowledge; gradually improve the ability of account managers to use electronic office equipment; actively promote marketing Personnel are "certified to work" in order to "improve the ability and level of grasping the market and regulating the market" to create a marketing team with "high quality and strong ability". 2. Develop habits and improve efficiency. Cultivate account managers to develop a good habit of "planning beforehand and summarizing afterwards". The account manager is required to promptly summarize the day's cigarette marketing situation after the end of each working day and make arrangements for the next day's work. Reasonably arrange the work in each period to reduce the hustle and bustle of work, prevent and eliminate work omissions, and improve work efficiency. 3. Strong communication and image building. As a marketer, communication skills are the key to the success or failure of an account manager's work. When communicating with customers, account managers must have clear themes and outlines. This requires account managers to continuously improve their expressive skills. You can subscribe to relevant learning books for account managers to continuously enrich their marketing theories and improve their eloquence; by organizing job speech contests, holding experience exchange meetings, etc., let account managers promptly summarize their experiences in communicating with retail customers. Experience, learn from each other, cultivate and improve the communication skills of account managers. 3. Retail terminal construction Cigarette retail customers are the bridge and link between commercial enterprises and consumers. Whether it is monopoly management or marketing; whether it is the improvement of network construction quality or the adjustment of brand structure, they are inseparable. Understanding and support.

Therefore, it is necessary to fully guarantee the interests of cigarette retail customers; strengthen terminal construction and establish a harmonious wholesale and retail relationship, in order to improve the ability and level of grasping the market and regulating the market. 1. Safeguard customer interests. Cigarette retail customers are closely connected with the tobacco industry. To achieve sustained, stable, coordinated and healthy development of the tobacco industry, we must effectively safeguard the interests of cigarette retail customers, establish a customer interest protection mechanism, and improve customer profitability. The first is to ensure a reasonable layout of retail sales. On the basis of fully considering the convenience of consumption and avoiding vicious competition among customers, in accordance with relevant laws and regulations, with reference to factors such as population size, traffic conditions, economic development level, and consumption capacity, and in line with the principles of "openness, fairness, justice, and convenience", optimization Reasonable layout to protect the reasonable interests of customers. The second is to do a good job in price supervision and management. In the process of maintaining the clear price tags of cigarettes, a joint price inspection mechanism should be established, a service hotline should be set up, and consumers' retail price consultation and complaints should be accepted. In terms of regulatory measures, a combination of open inspections and undercover visits should be adopted to severely punish those who take the lead in disrupting the market price order. . The third is to do a good job in customer self-discipline management. Actively promote the management model of the integrity and self-discipline group for cigarette retail customers, allowing retail customers to form self-management organizations to supervise and restrict each other in operations. 2. Strengthen the construction of retail terminals. Cigarette retail terminals are the peripheral nerves of cigarette sales network construction, the frontier of brand cultivation, and a key link in realizing brand value. As the construction of retail terminals in the tobacco industry continues to deepen, its role has become increasingly prominent. How to build retail terminals specifically? First, strengthen customer training and guidance to improve the business capabilities of retail customers. On the one hand, it is necessary to clarify the direction of retail customer training. In the daily operation process, retail customers pay more attention to the issue of profitability. During the training process, retail customer training plans should be compiled around the theme of "profit" to increase customers' attention to cigarette operations. On the other hand, multi-level customer training must be carried out. Adopting the model of “centralized training, special training, one-to-one training, and online training”, cigarette retail customer training will be carried out in phases and in batches. Once again, we need to carry out personalized training for retail customers. Provide targeted services based on the specific circumstances of customers, and formulate specific plans to carry out personalized services for some representative special customers to further improve the level of serving retail customers. The second is to standardize service standards, optimize service processes, and improve service execution rates. Marketers must take customer needs as the starting point and the 135 working method as the carrier. Targeting cigarette retail customers of different retail formats and sizes in the terminal market, on the one hand, they must strengthen service methods and optimize service levels. Refine the customer service process, formulate monthly, weekly and daily work processes for account managers to standardize the work process, and carry out multi-mode and multi-channel services through "on-site, telephone, Internet, Fetion", etc., focusing on solving Focus on hot and difficult issues that customers care about and continuously improve customer satisfaction. On the other hand, it is necessary to strengthen precision marketing and improve service quality. In the service process, we should grasp customer needs from five aspects: profit, supply, service, respect and growth, provide customers with value-added services and differentiated services, solve customers' actual business problems, and improve customer service capabilities and levels. The third is to strengthen customer management guidance. Account managers should conduct timely cigarette inventory surveys, help customers analyze business conditions, guide customers to display and promote key backbone brands, and provide personalized services to enable customers to continuously improve their brand awareness, especially focusing on cultivating brand cigarettes. Continuously mobilize customers' enthusiasm for selling brand-nurturing brand cigarettes and increase customers' operating profits. The fourth is to strengthen market analysis and management. Account managers should strengthen representative collection of customers' cigarette market sales prices during holidays, collect changes in the market environment, collect new information reflected by consumers on various brands of cigarettes, and further understand the impact of major seasonal festival events on market prices. Make purchase plans and organize supply according to customer orders and market demand. When individual cigarette varieties cannot fully meet the demand, we must explain it to retail customers and promote alternative brands. We need to communicate effectively with retail customers, deeply understand the difficulties they encounter, and provide timely information. Effective marketing messages and advice for them. 4. Cigarette Brand Cultivation In cigarette marketing, cultivating key backbone brands in the industry is an important symbol for the industry to enhance its overall competitiveness. Tobacco commercial enterprises should place brand cultivation in a more prominent position, firmly establish brand awareness, pay more attention to market demand, give full play to the industrial and commercial collaborative marketing mechanism, use collaboration to promote joint efforts, create dual operations with collaboration, and use collaboration to "improve market control and control." Market capabilities and levels”. Actively carry out industrial and commercial collaboration, strengthen information sharing, strategic synchronization, and marketing parallelism between the two parties, achieve strategic collaboration, tactical collaboration, and information collaboration in brand development planning, and formulate brand development strategies and maintenance plans. Specifically: 1. Agree on the understanding of brand cultivation. Cultivating big brands and developing big markets are the same marketing purposes of industrial enterprises and commercial enterprises. Since industrial enterprises have first-hand information when producing and selling brands, they have a deep understanding of the brand's raw materials, characteristics and smoking comfort. Therefore, commercial enterprises need to strengthen their understanding of this aspect in the process of cigarette marketing. Know. Bring front-line employees of cigarette marketing, such as account managers and cigarette retailers at retail terminals, to the production front lines of industrial enterprises, allowing them to understand and recognize cigarette brands in an all-round and multi-angle manner.

Through such visits and exchanges, not only can account managers and cigarette retailers improve their understanding of cigarette brands, but they can also understand the craftsmanship and technological content of cigarette brands, which will help promote the brand and improve service levels and services. quality. 2. Resource sharing and information exchange are key. The key to collaborative resource sharing and information exchange between industry and commerce lies in two aspects. One is the characteristics of the product, and the other is the information for market cultivation. ① Characteristics of the product Since commercial enterprises are mainly responsible for market management and brand cultivation, they do not know much about the characteristics of cigarettes. This requires industrial enterprises to provide commercial enterprises with accurate product information and brand market research reports to enhance the understanding of commercial enterprise employees. product awareness, thereby better cultivating the brand in the market and achieving a win-win situation of building a big brand and creating a big market. ② Market cultivation information: Since industrial enterprises produce and sell cigarette brands according to fixed production plans, their grasp of the market lacks certain accuracy and scientificity. However, commercial enterprises are in a passive position in the process of brand cultivation because they do not understand the brand they want to cultivate. Therefore, industrial and commercial enterprises need to strengthen communication and interaction in collecting customer business information, cigarette market sales, cigarette product inventory, profits from sales, and analysis of product marketing prospects. This enables both parties to better understand marketing information and strategies, ensure the effective supply of goods in the market, and achieve the effectiveness of brand market cultivation. Under the premise of smooth information exchange, both parties can communicate in a timely manner about problems that arise in marketing, so as to better serve retail customers. 3. Collaboration, interaction, integration and efficiency improvement Industrial and commercial enterprises must establish close strategic alliances, give full play to their respective resource advantages, unify resource sharing methods, and achieve comprehensive sharing of brand, customer, market and other information and human resources to achieve To optimize integration, improve marketing efficiency and save supply costs. The key to the integration of information resources is to establish an information sharing mechanism. Industrial and commercial enterprises should strengthen information exchange, coordinate and conduct in-depth research on the overall market consumption situation and the development of key brands based on the target market, and share the research results. Give full play to the advantages of cooperation, break the traditional human resources management model, commit to the integration of the marketing teams of both parties, and build a high-quality and efficient collaborative marketing team, thereby improving the ability and level of grasping the market and regulating the market. 5. Local Tourism Market With the improvement of living standards, tourism consumption has become one of the people’s lifestyles. As a "thousand-year-old county", Xiuwu County has seven national-level Henan Yuntai Mountain Scenic Areas. It has beautiful scenery and pleasant climate, attracting a large number of tourists from inside and outside the province and international tourists. It is definitely a leader in the cultivation of cigarette brands. "Small market, big achievements". As a tobacco company, it is necessary to strengthen the marketing work in the tourism market in order to better enhance the overall core competitiveness and influence of tobacco companies, thereby improving the ability and level of grasping the market and regulating the market. 1. Analysis of the current situation of the Yuntai Mountain tourist cigarette market. First, the cigarette dealers do not have strong business awareness. In the tourism market, because the price and profit of cigarettes are not "short, flat and fast" products, this has resulted in cigarette dealers not paying attention to cigarette sales and not taking the initiative in cigarette brand marketing. The phenomenon of “selling whatever cigarettes tourists want” is widespread. Second, tourist consumption is greatly affected by tour guides. Most tourists choose to buy a certain product after getting to know it through the tour guide's explanation and promotion, including cigarettes. Therefore, tour guides play a key role in tourists’ purchasing awareness. However, tour guides are not very enthusiastic about selling cigarettes, and there cannot be any new breakthroughs or major developments in the cultivation and marketing development of cigarette brands in the tourism market. Third, the tourism market has obvious off-peak and peak seasons. This leads to a clear distinction between the slow and peak seasons for cigarette sales in the tourism market. During the peak tourist season, customers in scenic spots, especially tourist specialty stores, do not have full-time cigarette marketers to serve customers and tourists, and many tourists who subconsciously want to buy cigarettes are missed. Fourth, cigarette retail customers are subject to quantitative restrictions on business formats. Under the existing cigarette retail business model and reasonable quantitative marketing model, tourist specialty stores do not purchase cigarettes during the off-season, and the quantity is "wasted"; during the peak season, they purchase large quantities of cigarettes, and the quantity is "restricted", and the cigarettes are not enough to sell. Seriously affecting cigarette marketing in the tourism market. 2. Cigarette Marketing Strategies in the Yuntai Mountain Tourism Market In order to allow customers in scenic spots to gain more benefits from cigarette operations, it is necessary to formulate marketing strategies with tourism market characteristics, provide more personalized services to cigarette dealers, and help cigarette sales Business households should establish a good business image, form a good reputation among consumers, and improve their ability and level to grasp the market and regulate the market. Marketing Department: First, properly handle the interest relationship between tourist specialty stores and tour guides, and properly handle the interest relationships between tourist specialty stores and general stores in scenic spots. Second, the supply of goods during the peak tourist season must be sufficient. A certain amount of tilt should be given to the business formats for customers in the tourism market to ensure the supply of cigarettes during the peak season of the tourism market. The third is cigarette display training. Emphasize and communicate to tourism market operators that "cigarettes also need to be well publicized and guided like local products." Teach cigarette retailers "cigarette display techniques: such as theme display, family display, price display, etc." to improve cigarette marketing capabilities. The fourth is to help customers settle their accounts and let the majority of retail customers know how much money they can make selling cigarettes, how much money they can make, and ultimately achieve the goal of a win-win situation for both customers and us. Monopoly department: First, training on monopoly laws and regulations.

Specialized sales staff will train customers on laws and regulations to improve the awareness of law-abiding cigarette dealers and operate with integrity, allowing customers to sell openly and enhance the trust of tourists. The second is to strengthen the management of cigarette retail licenses. In accordance with relevant laws and regulations, we will do a good job in the reasonable layout of cigarette retail licenses, and strengthen the management of licensed cigarette retail customers to enable them to operate legally. The third is to clean up unlicensed households and protect the legitimate rights and interests of licensed cigarette retail customers. Strengthen the management of family-style small supermarkets operating without a license in scenic spots. Those that can obtain a license according to regulations will be issued a license, and those that cannot be resolutely banned. Industrial and commercial collaboration: First, assign a full-time marketing staff to serve and manage the tourism market. Because during the peak tourist season, especially during the May Day holiday, National Day Golden Week and other holidays, it is an excellent time to cultivate and sell cigarette brands. Doing good marketing during this time means seizing business opportunities and getting twice the result with half the effort. The second is to uniformly produce a batch of cigarette display cabinets or signboards for tourist specialty stores. It will not only help enhance the influence of cigarette brands, but also enhance tourists’ trust in tourist specialty stores. Third, it is recommended to distribute some exquisite and easy-to-carry tourist souvenirs. It is helpful for tourists to explain it to others after they return, and through their word of mouth, the awareness of the cigarette brand can be increased virtually.