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

Although there is tobacco monopoly, there are still market problems. In order to improve the ability and level of grasping and regulating the cigarette market, we must control the market under the monopoly management system, organize various marketing activities according to market demand, realize the organic connection between supply chain and market, and ensure market supply. "Improving cigarette quality" is the strategic task of the industry at present and in the future. Jiang Chengkang, director of the State Tobacco Bureau, stressed that to achieve "cigarette upgrading", efforts must be made to improve the level of "brand development, marketing, raw material guarantee, technological innovation and basic management". However, "cigarette upgrading" is a huge systematic project, which needs all levels and departments of the tobacco industry to make every effort to promote it. As a county-level tobacco commercial enterprise, how to promote "cigarette upgrading"? The author believes that the key is to "improve the ability and level of grasping and regulating the market". The author combines the work of Xiuwu County Bureau of Henan Province with the actual discussion of the local Yuntai Mountain tourism market. 1. Standardized operation is the "lifeline" for the sustained and healthy development of the industry. It is necessary to strengthen the understanding of the importance of standardized management, establish a long-term mechanism, enhance the internal control ability of enterprises, and improve the ability and level of grasping and regulating the market. First, detailed regulatory measures, clear regulatory tasks, standardized regulatory processes, strict implementation of internal monopoly management and regulatory system, relying on the monopoly regulatory information system, strengthening the dynamic supervision of the operation process and sales behavior in the cigarette business process, as well as the retrospective management of the workflow, fully implementing the regulatory effectiveness and ensuring the effectiveness of monopoly joint management. Second, standardize market order, further standardize customer classification, strictly control the number of large households, standardize supply policies, and fundamentally put an end to irregular business practices such as false orders, selling large households, cardiopulmonary bypass, and sales without codes in accordance with the requirements of "controlling large households, cultivating middle households, and supporting small households". Third, we should improve the long-term mechanism of standardized operation. Carry out the "express commitment system", implement the "responsibility book for standardizing cigarette business" signed with all employees, and build a strong management defense line for standardizing business; With the "five disciplines" to standardize the order of cigarette production and operation and the "fourteen prohibitions" of cigarette operation as the content, we will strengthen supervision over the whole process and all links of operation and unremittingly standardize operation. Fourth, strengthen inspection and supervision, strictly implement accountability, resolutely deal with irregular business practices and never tolerate them, and ensure strict standardization with strict organizational discipline and serious handling measures. Second, the construction of marketing team. As the forefront of cigarette sales in the tobacco industry, the marketing ability and work level of account managers directly affect the "ability and level of grasping and regulating the market". Therefore, building a high-quality marketing team has become the key for commercial enterprises to "improve the ability and level of grasping and regulating the market". First, deepen the reform of the enterprise personnel employment system and implement the competition for all employees. Taking morality, knowledge, ability and performance as the main criteria for selecting people, we should further establish the position of account manager as the core position of cigarette marketing, establish the access, use and training mechanism of marketers, and promote the promotion of marketing team's ability and the growth of talents. Second, strengthen team building and forge team spirit. Pay attention to team building, introduce team management, and improve the combat effectiveness, execution and cohesion of marketing teams. Do a good job in capacity building, improve the marketing team's ability to grasp the market, cultivate brands and comprehensive business, and provide spiritual motivation and quality support for the sustained, stable and healthy development of enterprises. Third, strengthen employee education and cultivate high-quality employees. With the development of network construction, the promotion of new business models and the upgrading of hardware, the problem of "software" is becoming more and more important. It is necessary to establish the concept of "learning and training is the greatest welfare of employees", formulate an education and training plan for marketers, establish a dynamic learning file for training, and improve the quality and ability of marketing teams to serve retail customers and adapt to the development of the situation. Specifically: 1, emphasizing training and strengthening quality. At work, we should constantly strengthen the training of account managers, enrich the training content, and make them 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 the "certified posts" of marketing personnel, and build a "high-quality, powerful" marketing team for "improving the ability and level of grasping and regulating the market". 2. Cultivate habits and improve efficiency. Cultivate account managers to develop the good habit of "planning in advance and summing up afterwards". After each working day, ask the account manager to summarize the cigarette marketing situation of the day in time and arrange the work for the next day. Arrange the work in each period reasonably, reduce the hectic work, prevent and put an end to work omissions, and improve work efficiency. 3, strong communication, plastic image. As a marketer, communication ability is the key to the success or failure of an account manager. When communicating with customers, account managers should make the subject clear and outline. This requires account managers to constantly improve their presentation skills. By subscribing to relevant learning books for account managers, they can continuously enrich their marketing theory and improve their eloquence level; By holding post speech contest and experience exchange meeting, account managers can sum up the experience and experience of communicating with retail customers in time, learn from each other, and cultivate and improve the communication ability of account managers. Third, the construction of retail terminals 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, it is inseparable from their understanding and support. Therefore, it is necessary to fully protect the interests of cigarette retail customers; Strengthening terminal construction and establishing a harmonious relationship between wholesale and retail can improve the ability and level of grasping and regulating the market. 1, safeguard the interests of customers. Cigarette retail customers are closely related to the tobacco industry. If the tobacco industry wants to develop continuously, stably, harmoniously and healthily, it must earnestly safeguard the interests of cigarette retail customers, establish a customer interest protection mechanism and improve the profitability of customers. First, do a good job in the rational distribution of retail. On the basis of fully considering the convenience of consumption and avoiding the vicious competition of customers, according to relevant laws and regulations, referring to factors such as population, traffic conditions, economic development level and consumption capacity, and in line with the principle of "openness, fairness, justice and convenience", optimize the rational layout and protect the reasonable interests of customers. The second is to do a good job in price supervision and management. In the process of maintaining cigarette price tag, it is necessary to establish a joint price inspection mechanism, set up a service hotline, and accept consumers' complaints about retail price consultation. In terms of regulatory measures, a combination of open investigation and unannounced visits is 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 mode of cigarette retail customers' honesty and self-discipline, so that retail customers can form their own self-management organizations and supervise and restrict each other in their operations. 2. Strengthen the construction of retail terminals. Cigarette retail terminal is the peripheral nerve of cigarette sales network construction, the frontier position of brand cultivation and the key link of brand value realization. With the deepening of the construction of retail terminal in tobacco industry, its role is becoming more and more prominent. How to build a good retail terminal? First, strengthen customer training and guidance to improve the business ability of retail customers. On the one hand, we should make clear the direction of retail customer training. In the daily business process, retail customers pay more attention to profitability. In the process of training, we should make a training and teaching plan for retail customers around the theme of "profit" in order to improve customers' attention to cigarette business. On the other hand, multi-level customer training should be carried out. Take the mode of "centralized training, special training, one-on-one training and network training" to carry out cigarette retail customer training in stages and batches. Third, personalized training for retail customers. Provide targeted services according to the specific situation of customers, and make specific plans for some representative special customers to provide personalized services, so as to further improve the level of serving retail customers. The second is to standardize service standards, optimize service processes and improve service implementation rate. Marketers should take customer demand as the starting point, take 135 working method as the carrier, and aim at cigarette retail customers with different retail formats and scales in the terminal market. On the one hand, they should strengthen service methods and optimize service levels. Refine the customer service process, formulate the monthly workflow, weekly workflow and daily workflow of the account manager, standardize the workflow, and carry out multi-mode and multi-channel services through "on-site, telephone, network and Fetion" to focus on solving 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 process of service, we should grasp customer needs from five aspects: profit, supply, service, respect and growth, provide value-added services and differentiated services for customers, solve customers' actual business problems and improve their ability and level of service. The third is to strengthen customer management guidance. Account managers should conduct cigarette inventory surveys in a timely manner, help customers analyze their business situation, guide customers to display and publicize key backbone brands, and provide personalized services to enable customers to continuously improve brand awareness, especially to cultivate brand cigarettes. Constantly mobilize the enthusiasm of customers to sell brand-name cigarettes and increase operating profits. The fourth is to strengthen market analysis and management. Account managers should strengthen the 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 festivals on market prices. According to customer orders, combined with market demand, make purchasing plans and organize supply. When individual cigarette varieties can't fully meet the demand, it is necessary for us to explain to retail customers and promote alternative brands. We need to communicate effectively with retail customers, deeply understand their difficulties, provide effective marketing information in time and make suggestions for them. Four. Cultivation of cigarette brands In cigarette marketing, cultivating key brands in the industry is an important symbol to enhance the overall competitiveness of the industry. Tobacco commercial enterprises should put 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, promote synergy through collaboration, create double businesses through collaboration, and "improve the ability and level of grasping and regulating the market" through collaboration. Actively carry out industrial and commercial cooperation, strengthen information sharing, strategic synchronization and marketing parallelism between the two companies, realize strategic coordination, strategic coordination and information coordination in brand development planning, and formulate brand development strategy and maintenance plan. Specifically: 1. It is recognized that cultivating big brands and opening up big markets are the same marketing purposes of industrial enterprises and commercial enterprises. Because industrial enterprises have first-hand information when producing and selling brands, they have a deep understanding of the raw materials, characteristics and smoking comfort of brands, so commercial enterprises need to strengthen their cognition in this aspect in the process of cigarette marketing. Bring the account managers of retail terminals, cigarette retailers and other front-line employees of cigarette marketing to the production line of industrial enterprises, so that they can understand and know cigarette brands from all directions and angles. Through such visits and exchanges, account managers and cigarette retailers can not only know more about cigarette brands, but also understand the scientific and technological content of cigarette brands, which is conducive to promoting brands and improving service level and quality. 2. Resource sharing and information exchange are the key. The key to collaborative resource sharing and information exchange between industry and commerce lies in two aspects. One is the characteristics of products, and the other is the information of market cultivation. (1) product characteristics Because commercial enterprises are mainly responsible for market management and brand cultivation, they have a lot of ignorance about the characteristics of cigarettes, which requires industrial enterprises to provide accurate product information and brand market research reports to commercial enterprises to enhance employees' knowledge of products, so as to better cultivate brands in the market and achieve a win-win situation in building big brands and creating big markets. ② Market Cultivation Information Because 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 don't understand the brand to be cultivated. Therefore, industrial and commercial enterprises need to strengthen communication and interaction in the collected customer management information, cigarette marketing, cigarette inventory, profit from sales, product marketing prospect analysis and so on. So that both sides can better understand marketing information and strategies, ensure the effective supply of market goods, and realize the effectiveness of brand market cultivation. On the premise of smooth information exchange, problems in marketing can be communicated in time, which is convenient for better service for retail customers. 3. Collaboration, interaction, integration, and efficiency-enhancing industrial and commercial enterprises should establish close strategic alliances, give full play to their respective resource advantages, unify resource sharing methods, realize comprehensive sharing of information and human resources such as brands, customers, and markets, optimize integration, improve marketing efficiency, and save supply costs. The key to information resource integration is to establish information sharing mechanism. Industrial and commercial enterprises should strengthen information exchange, conduct in-depth research on the overall situation of market consumption and the coordinated development of key brands and target markets, and enjoy the research results. Give full play to the advantages of cooperation, break the traditional human resource management model, commit to the integration of marketing teams of both parties, build a high-quality and efficient collaborative marketing team, and improve the ability and level of grasping and regulating the market. V. Local Tourism Market With the improvement of living standards, tourism consumption has become one of the lifestyles of the people. Xiuwu County, as a "thousand-year-old county", has seven national scenic spots in Yuntai Mountain, Henan Province, with beautiful scenery and pleasant climate, attracting a large number of domestic and international tourists, and it is definitely a "small market" in cultivating cigarette brands. As a tobacco company, we must strengthen the marketing of tourism market, so as to better enhance the overall core competitiveness and influence of tobacco enterprises, and then improve the ability and level of grasping and regulating the market. 1. Analysis of the current situation of tourism cigarette market in Yuntai Mountain First, cigarette operators have a weak sense of management. In the tourism market, because the price and profit of cigarettes are not "short, flat and fast" products, cigarette operators do not attach importance to cigarette sales and take no initiative in cigarette brand marketing. The phenomenon of "tourists can sell whatever cigarettes they want" is widespread. Second, tourists' consumption is greatly influenced by tour guides. Most tourists choose to buy a commodity, including cigarettes, under the guidance and publicity of tour guides. Therefore, tour guides play a key role in tourists' purchasing consciousness. However, tour guides are not enthusiastic about cigarette sales, so there can be no new breakthrough and great development in cigarette brand cultivation and marketing development in the tourism market. Third, the off-season and peak season of the tourism market are very obvious. This leads to the weak cigarette business in the tourism market, and the peak season is obvious. In the tourist season, customers in scenic spots, especially tourist specialty stores, do not have full-time cigarette marketers to serve customers and tourists, and miss many tourists who can subconsciously buy cigarettes. Fourth, cigarette retail customers are limited by the number of formats. Under the existing cigarette retailer's business format and reasonable quantitative marketing model, tourist franchise stores do not buy cigarettes in the off-season, which quantifies "waste"; A large number of cigarettes are purchased in the peak season, and the quantity is "limited", but enough cigarettes are not enough to sell, which seriously affects the cigarette marketing work in the tourism market. 2. Countermeasures for cigarette marketing in Yuntaishan tourism market In order to make customers in scenic spots get more benefits in cigarette business, it is necessary to formulate marketing strategies with tourism market characteristics, provide more personalized services for cigarette operators, help cigarette operators establish a good business image, form a good reputation among consumers, and improve their ability and level of grasping and regulating the market. First, the marketing department should properly handle the interest relationship between tourist specialty stores and tour guides, and properly handle the interest relationship between tourist specialty stores and general shops in scenic spots. Second, the supply of goods in the tourist season should be sufficient. Give a certain tilt to the number of tourists in the tourism market and ensure the supply of cigarettes in the peak season of the tourism market. The third is cigarette display training. Emphasize and communicate to the operators of the tourism market that "cigarettes also need to be well publicized and guided like local products". Teach cigarette retailers cigarette display skills: such as theme display, family display, price display, etc. Improve cigarette marketing ability. The fourth is to help customers calculate their accounts, so that the majority of retail customers know that selling cigarettes can make money, make money, and earn how much money, and finally achieve the goal of win-win for customers and me. The first monopoly department is the training of monopoly laws and regulations. Franchisees train customers in laws and regulations, improve cigarette operators' awareness of law-abiding, operate in good faith, let customers sell in sunshine and enhance passengers' trust in them. The second is to strengthen the management of cigarette retail license. According to the relevant laws and regulations, do a good job in the reasonable issuance of cigarette retail licenses, strengthen the management of licensed cigarette retail customers, and make them 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 unlicensed family-style small supermarkets in scenic spots, and resolutely ban those who can apply for permits according to regulations. One is to appoint a full-time marketer to serve and manage the tourism market. Because in the tourist season, especially the May Day holiday, the Eleventh Golden Week and other holidays, it is an excellent opportunity to cultivate and sell cigarette brands. Doing a good job in marketing at this time is to seize business opportunities and get twice the result with half the effort. The second is to make a batch of cigarette display cabinets or signboards for tourist specialty stores. It will not only help to enhance the influence of cigarette brands, but also enhance the trust of tourists in tourist specialty stores. Thirdly, it is suggested to distribute some exquisite and portable tourist souvenirs. It is beneficial for tourists to explain to others after returning home, and through their own word of mouth, the awareness of cigarette brands is invisibly enhanced.