How to carry out precision marketing in tobacco commercial enterprises

With the increasingly fierce market competition and the deepening of enterprise reform, traditional marketing methods can no longer meet the needs of modern enterprise development. Especially in recent years, tobacco commercial enterprises have established a market-oriented business operation framework and workflow system based on consumer demand through "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. The author will talk about some views and suggestions on the work below. The meaning of precision marketing and its significance to tobacco commercial enterprises lie in establishing a personalized customer communication service system on the basis of precise positioning and relying on modern information technology means, maintaining close interaction and communication between enterprises and customers through systematic means, constantly meeting the personalized needs of customers, and establishing a stable and loyal customer base of enterprises, so as to realize the integrated and structured solution of market problems and realize the marketing breakthrough. For tobacco commercial enterprises, precision marketing is to choose appropriate tools or ways to communicate with customers, implement brand cultivation, manage the whole supply process and provide quality services on the premise of accurate market segmentation and market positioning. Precision marketing points out the direction for brand cultivation of tobacco commercial enterprises, and it is the "beacon light" for tobacco commercial enterprises to do a good job in brand cultivation. The implementation of precision marketing has truly practiced consumer-oriented marketing methods, 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 supply according to customer orders", which is an important starting point of cigarette quality, and lays a solid foundation for the realization of the grand 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, tobacco commercial enterprises should make great efforts in market segmentation, brand cultivation, team building and service improvement in order to do a good job in accurate marketing. Work hard on market segmentation. Market is the basis of marketing. To implement precision marketing, we must first make clear the market segments as the target market of enterprises on the basis of full market research. In the marketing process, we must dig deep into the market potential, segment the market according to the local economic level, consumption habits, population conditions and other factors, accurately grasp the demand characteristics of target customers and consumers for cigarette products and marketing services, and keep in mind the basic market information. 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 zero-batch interactive platform, scientifically collect and analyze the social inventory and customer sales progress data, and 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 operable sales plan, help us adopt different methods to predict cigarette demand for different consumer markets, and improve our ability to grasp and predict the market. Only by doing a good job in market segmentation and adopting 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 cigarette quality lies in the cultivation of brand, which is an important embodiment of cigarette management ability and an important link in the implementation of precision marketing. A brand, from its establishment, growth, development to growth, has to pass the rigorous test of the market. No brand can grow into a brand without market recognition. Therefore, to do a good job in precision marketing, we must 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 "46 1" of the National Bureau, take cultivating key backbone brands suitable for the local market as the starting point, further improve the brand development plan, strictly implement the mechanism of brand introduction, withdrawal and evaluation, 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 accurate delivery. Constantly promote the refinement and precision of brand cultivation, and provide brand support for the implementation of precision marketing. Strive to improve the quality of the team. With the change of cigarette market, cultivating a marketing team with hard style and strong ability is the key to fight the tough battle of precision marketing. As the main force of marketing, account managers bear extremely important responsibilities. Therefore, it is necessary to 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 for learning business, learning skills and strengthening skills, create a learning environment for competition, learning and catching up, strive to improve the quality of account managers, build a team of account managers with excellent service, proficient business and excellent style, and provide talent support for the effective development of precision marketing. Strive 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 service standards, strive to maximize service efficiency and effectively improve customer service level. Therefore, by extending the service concept, front-line personnel can be required to attach great importance to customer feelings, pay attention to the organic combination of 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 touch customers' feelings with "legs". You can also extend the service content, respect the market rules and customer needs, think about what customers think and worry about, treat customers' suggestions and opinions correctly, properly handle customers' complaints and complaints, and provide service support for the implementation of precision marketing. In a word, precision marketing is a complex system engineering.