Network marketing is the transformation of the marketing mode of tobacco industry from traditional passivity to two-way interaction. Under the monopoly system, tobacco industry marketing can better carry out brand marketing and terminal construction through interaction.
In brand marketing, in order to solve the problems of single brand promotion channel and poor publicity effect, at present, commercial enterprises mainly cultivate brands through oral promotion or distribution of publicity materials by account managers and order clerks during customer visits or telephone sales visits, so that retail customers can have a preliminary perceptual understanding of brands. However, due to the limitation of the visiting time of the ordering staff, there is not enough time to publicize the brand characteristics, and a simple reminder is of little effect. Account managers usually visit customers once a month, and only when they visit can they promote products to customers, usually for one customer at the same time. Although the effect may be better, the timeliness is limited to some extent.
To solve the problem that the image in brand promotion is not vivid enough, on the one hand, due to the untimely and inaccurate information transmission from industry and commerce to account managers, account managers may not be able to grasp the brand feature information well, especially when there are many brand specifications, and it is even more difficult for account managers to grasp the publicity points of each brand and make it better transmitted to retail customers.
Enriching the content and convenience of interaction with customers is an important channel to collect and understand cigarette market information. In the traditional information feedback, the information is collected through the visit of the account manager, and can only be transmitted to the superior department through the summary analysis of the marketing department and the marketing department, which is mixed with certain subjective judgment factors, with long process and low accuracy. Direct and real-time transmission of information through the network can provide accurate information basis for grasping the market.