(1) Grasp the demand and steadily improve the level of supply and demand. Grasping the real market demand, organizing marketable sources of goods, realizing balanced and stable supply and effectively meeting customers' needs are the basis and basis for maintaining good market conditions and realizing standardized management of cigarettes.
1, accurately grasp the market demand. Establish and improve the cigarette market information collection system, consumption survey system and demand forecasting system, and accurately grasp the local overall market capacity, consumption structure and customer profitability according to the macroeconomic environment, urban and rural residents' income, changes in consumption demand and other factors, with reference to historical sales data, so as to provide reference for scientific decision-making.
2. Organize marketable goods. Carry out in-depth supply of orders, improve the forecasting process, strengthen communication and coordination with industrial enterprises, optimize sales categories, organize marketable goods, meet the needs of different consumers, ensure that best-selling brands do not stop, the main sales brands are guaranteed, and slow-moving brands do not purchase.
3. Achieve balanced delivery of goods. Improve the management mode of cigarette supply and distribution, on the basis of market segmentation, customer segmentation and brand segmentation, according to the total available quantity and category structure, and in line with the principles of openness, fairness and justice, formulate different supply strategies for different regional markets, customers of different formats, consumer groups of different levels and sales progress in different periods, and strive to achieve moderate sales to meet the real market and marketable brands to supply real customers; It is necessary to strictly strengthen the supervision of large households, control the compression of thousands of large households, and reasonably check the monthly supply to avoid large households disrupting the market.
(2) Improve the platform and give full play to the network function. Improve the process system, enhance the soft and hard strength, and effectively play the basic role of the network in standardized management, trace management, marketing and so on.
1. Popularize and apply the "135" working method. The popularization and application of "135" work method is conducive to standardizing the work behavior of front-line marketers, realizing trace management and improving work efficiency. Based on the installation and application of "135" working method software, we will comprehensively optimize the workflow, improve the business operating system, strictly guard against illegal business practices, and effectively improve work efficiency.
2. Improve the quality of online ordering. It is necessary to further clarify the objectives, refine the progress, implement responsibilities, strengthen supervision, create conditions, overcome difficulties, increase the promotion of online ordering, comprehensively increase the proportion of online ordering, accelerate the transformation of ordering methods, realize the transformation of modern circulation methods, and further improve the efficiency of ordering and the quality of customer service.
3. Accelerate network marketing. Network marketing is the extension and deepening of online ordering, and it is an important content of modern marketing. It is necessary to give full play to the borderless, convenient and fast characteristics of the network, make full use of the network for information collection, brand cultivation, marketing promotion and customer service, strive to form interactive exchanges with customers, actively carry out personalized or even one-on-one marketing services, and strive to realize the networking of cigarette marketing business.
4. Improve the precision marketing mechanism. Take precision marketing as an important measure to cultivate well-known brands and improve marketing level, deeply explore the specific operations of precision marketing of brands with different types and different life cycles in different markets, build a consumer database, and realize the extension of precision marketing to consumers. According to the basic contents of "three-dimensional five rates", market price, social inventory and so on. We will further improve the precision marketing plan, and strive to establish a set of precision marketing models, standards and processes with concise evaluation indicators, simple operation methods and simplified workflow, so as to realize the standardization, institutionalization and informatization of precision marketing.
(C) Multi-party cooperation, giving full play to their respective marketing functions. It is very important to establish and improve the zero-multi-party cooperation mechanism between industry and commerce and give full play to their respective functions in order to improve the level of modern marketing and standardized management.
1, give play to the leading role of industrial enterprises. Effectively utilize and give play to the advantages of industrial enterprises in talents, brands, sources of goods and information, strengthen in-depth cooperation, cooperation and consultation between industry and commerce, and establish and improve cooperation mechanisms in product research and development, market research, brand positioning, marketing, publicity and promotion, planning convergence, commodity procurement and supply, and personnel training. So as to enhance the ability to grasp market demand, strengthen marketing and guide consumption upgrading.
2. Give full play to the main role of commercial enterprises. Under the current industry marketing system, the municipal company, as the only legal distributor of cigarette wholesale supply, holds the initiative and dominance in brand cultivation and marketing. All units should effectively enhance the awareness of modern marketing, strengthen the study, training and education of marketing personnel, effectively improve the modern marketing knowledge and skills of marketing personnel, improve the advance and retreat mechanism of brands, create a fair market environment, formulate correct marketing strategies, and give full play to the positive roles of opinion leaders, high-end places, group consumption, festival markets and wedding cigarettes. In cultivating brands and guiding consumption; Reasonable use of event marketing, conference marketing, emotional marketing, word-of-mouth marketing, visual merchandising and other means to cultivate consumer preferences, promote consumption upgrading, and strive to achieve the transfer of marketing focus to key brands, well-known brands and value brands.
3. Give play to the main role of retail customers. It is necessary to ensure the reasonable profits of retail customers and mobilize their enthusiasm for selling cigarette brands through reasonable wholesale and retail price difference, stable supply, firm retail price and reasonable delivery rhythm; It is necessary to effectively strengthen the terminal construction, effectively play its role in product sales, image display, brand cultivation, publicity and promotion, information collection, consumption tracking, etc., make full use of its in-store resources, conduct marketing promotion to the greatest extent and as much as possible, and enhance brand awareness; It is necessary to strengthen the education and training of retail customers, increase their marketing knowledge, improve their brand management ability and mobilize their initiative to cultivate brands through regular and irregular customer seminars, new product fairs, brand promotion meetings and other forms.
(4) Take multiple measures to improve and standardize the operation mechanism. The development practice of the industry for many years has proved that the norms are strict, the problems are few, the norms are loose, the problems are many, the problems are irregular and the problems are big. Only by strictly regulating the whole process of cigarette sales can we ensure the sustained and healthy development of cigarette sales.
1, firmly establish the concept of norms. Through various ways and means, we should seriously organize marketing personnel to learn the spirit of documents, work requirements and regulations of the State Bureau and provincial bureaus (companies) on standardizing business, intensify policy propaganda, strengthen ideological education of employees, firmly establish the consciousness of "lifeline", and enhance the consciousness and initiative of standardizing business, so as to change the cigarette sales in the industry from "I want to standardize" to "I want to standardize".
2. Strictly regulate business practices. Conscientiously implement the regulations of "six prohibitions and one strictness" in regulating cigarette business in the industry, establish a working mechanism that operates according to the system and process, resolutely curb all kinds of illegal business practices, and make up your mind to solve the problem of using cigarette marketing for personal gain.
3. Strictly investigate violations. Focusing on key links such as high-priced tobacco control, cigarette extracorporeal circulation, bundled sales and low-priced sales, we will intensify the self-examination and supervision of standardized operations, and severely investigate and deal with illegal business practices found in accordance with the relevant provisions of the State Bureau and the Provincial Bureau (company), and will not tolerate them, so as to ensure the sustained and healthy development of cigarette sales under the premise of standardization.