How to improve the quality and ability of cigarette marketers

At present, the National Bureau has put forward the strategy of "big brand, big enterprise, big market", demanding to break the traditional cigarette trade barriers, and to establish a big brand with great influence and high sales volume throughout the country through the merger and reorganization of China tobacco industrial enterprises in various provinces. After several years of development, it has finally formed a "two dozen" market pattern of more than a dozen big brands and more than a dozen big enterprises. After breaking the traditional cigarette sales mode of local separatism and standing still, the competition among cigarette brands will be more intense in the unified national market. To create a big brand, we must use the concept of marketing to guide brand promotion and cigarette sales, and we must increase the cultivation of the quality and ability of cigarette marketers. In the rapidly changing era of industry change, the quality of cigarette marketing team determines the vitality of enterprises. First, the characteristics of cigarette marketing Because of the monopoly system of monopoly and vertical management in China's tobacco industry, it is decided that cigarettes, as a special commodity, should be produced and sold by enterprises with certain qualifications. As a special commodity marketing activity, cigarette marketing not only has the characteristics of flexible work form, great pressure, strong practicality and easy measurement of work performance, but also has very obvious industry characteristics: First, it must have a solid basic knowledge of industry rules. The tobacco industry is a monopoly system, and the tobacco monopoly departments around the country are a set of teams with two brands, which not only carry out administrative management but also carry out cigarette sales activities, combining monopoly. In their daily work, cigarette marketers often need to publicize the laws related to tobacco monopoly to customers, standardize the business behavior of retailers, and answer customers' questions. The second is to know the basic knowledge of cigarette taste, aroma, nicotine content and so on. Mastering product characteristics is one of the necessary abilities for marketers. Only by knowing the basic knowledge of cigarette products and mastering the characteristics of cigarettes of various brands can cigarette marketers introduce products to customers and consumers, guide new products to the counter and cultivate brands. The third is to grasp industry policies and company regulations. At present, the tobacco industry implements strict control policies of production according to indicators and sales according to plans. The production indicators of cigarette industrial enterprises and the sales plans of tobacco commercial enterprises in various places must be approved by the planning department of the State Council, and shall not be changed without authorization. Therefore, in cigarette sales, it is difficult to supply brand cigarettes completely according to the needs of retailers. Cigarette sales staff should be familiar with industry policies, pay attention to the publicity and explanation of customers in sales work, and guide customers to get closer to key industry brands with stable supply, so as to achieve the consistency between personal management and industry brand development. Second, the quality and ability that cigarette marketers should have In cigarette marketing activities, marketers are the representatives of enterprises that have the most direct contact with retail customers. Their specific activities are varied, but the ultimate task is to expand cigarette sales, achieve the sales target of tobacco enterprises and promote the sustainable and healthy development of enterprises. In this process, their every move will affect retailers and tobacco companies. Therefore, cigarette salesmen are required to have high quality and ability and master various marketing skills in order to achieve sales targets and maintain the good image of enterprises. An excellent cigarette marketer must have the following qualities and abilities. (a) cigarette marketers should have good moral quality. It is the basic quality that an excellent cigarette marketer should have. Good moral character and professional ethics are the guarantee of high-quality marketers, which requires cigarette marketers to be fair in social interaction and coordination on behalf of tobacco enterprises. At work, I am conscientious and can fully perform my duties. Good public image. The "three-minute law" tells us that the impression or evaluation of a person is often decided within a few minutes of meeting. Marketing activities are the synthesis of people's appearance, words and deeds. A well-mannered, elegant and well-dressed marketer is bound to leave a good impression on retail customers, which is also of positive significance for maintaining the social image of tobacco enterprises. Of course, an excellent image is not limited to elegant appearance, but more importantly, internal qualities, such as strong professionalism and service consciousness. A person's confidence, enthusiasm and friendliness are also an important part of an excellent public image. A high sense of responsibility. Cigarette marketing is an effective way to communicate information between tobacco enterprises and retail customers. It is often result-oriented and there is almost no on-site supervision. If there is no sense of responsibility, it will directly affect the sales of cigarette products and seriously affect the social image of the company. At the same time, the industry values of "national interests first, consumer interests first" are consistent, which requires the behavior of cigarette marketers to start from the overall situation, think from the perspective of retailers, think about the immediate interests of customers, and be responsible for retail customers. Good psychological quality. Psychological quality affects people's behavior and activity quality, and cigarette marketing is no exception. Cigarette marketing is full of unknowns and uncertainties. Every retail customer has a different background, personality and way of dealing with life. Only with good psychological quality can we face setbacks without being discouraged, patiently accept the test and firmly believe that perseverance will surely succeed. At the same time, good psychological quality also means understanding the psychology of retail customers. Being able to consider the problem from the customer's point of view, understand the customer's needs and scientifically analyze the customer's psychological state is more conducive to grasping the sales opportunity. (b) Cigarette marketers should be able to capture information. Cigarette marketers are active in the forefront of the market, and can directly understand the information of cigarette market consumption, demand, market competition, price and so on, and feed back to enterprises in time, making the product marketing strategy of tobacco enterprises more scientific. Therefore, cigarette marketers must have keen observation ability to capture the required information in the rapidly changing market. Opportunities are equal to everyone, and the key lies in how you find, tap and grasp them. Winners are often good at finding opportunities, and when the opportunity comes, they will not hesitate to seize it. Secondly, the information in modern society is complicated, and marketers should also have the analytical ability to eliminate the false and retain the true, find the essence in variety shows, find the substantive problems through superficial phenomena, and put their time and energy into solving the core problems in time. Organization, coordination and adaptability. Marketing activity is an interactive process. Cigarette marketers should not only strive to achieve the goals of tobacco enterprises in their work, but also take into account the interests of retail customers to achieve a win-win situation for both enterprises and customers. Therefore, strong coordination ability is a must for excellent cigarette marketers. In addition, in the face of the ever-changing market, people and things, "those who get customers prosper, those who lose customers forget" is an eternal truth. Therefore, while observing market opportunities, cigarette marketers need to know how to make appropriate responses according to opportunities, make judgments according to the words, manners, emotions, psychology and other information of retail customers in the transaction process, and adjust their ways and methods to deal with new situations in time. Cultivate innovative ability. The tobacco industry is still in the trend of continuous reform and change, and cigarette marketers can only keep up with the pace of industry reform if they have the ability of continuous innovation. In today's society, the consumption concept is gradually personalized, diversified and tasteful. The consumption concept of "weak water is 3 thousand, I only drink one spoonful" is no longer suitable for this era. Cigarette marketing is an activity to tap human potential, and its success or failure depends largely on human creativity. For cigarette marketers, a new brand's listing cultivation, a clever promotion method and an efficient and concise working mode must first have the spirit and ability of pioneering and innovation. There is a saying in Sun Tzu's Art of War: "A good fighter seeks power and doesn't blame others." "Shi" is a social situation. People with innovative spirit stand on the wave of the trend and come up with new ideas, which will surely successfully implement marketing strategies and promote the realization of enterprise goals. Therefore, it is the basic requirement for cigarette marketers to be good at thinking, dare to break through the tradition and innovate constantly. Interpersonal skills. The essence of marketing is public-private relationship, and the basic form of public-private relationship is interpersonal relationship. As we all know, the realization of business objectives of enterprises depends largely on the cooperation and efforts of internal members. Therefore, cigarette marketers should have a good relationship with their superiors and colleagues within the enterprise. Before establishing a lasting business relationship, it is very important to establish a strong interpersonal relationship. Not only that, but it is also important to make friends. There is a saying in marketing that "only do business with people who are familiar with, like and trustworthy", so people engaged in cigarette marketing must have a cheerful attitude and a sincere smile, and have extensive contact with people of all professions and levels. Third, the overall situation of cigarette marketers With the development of the socialist market economy and the deepening of industry reform, the competition in the cigarette market is becoming more and more fierce, and the demand for cigarette marketers is increasing year by year. The sales representatives of China Tobacco Industry Corporation in various provinces and the account managers and marketing managers of tobacco commercial enterprises are the main bodies of the cigarette marketing team. The overall situation of cigarette marketers is as follows: 1. The theoretical basis of marketing is not solid enough. In the current cigarette marketing team, there are very few people who have systematically studied marketing professional knowledge. With the reform of the industry, a large number of marketers from dealers to salespeople to account managers are temporarily employed or job-hopping, lacking systematic and professional marketing theory learning. 2. The level of business skills is not high. With the development of the times, the way of cigarette marketing is undergoing great changes, and the requirements for the comprehensive quality of cigarette marketers are getting higher and higher. The level of cigarette marketers has improved a lot in recent years, but most of them have been explored by themselves in practice, and their knowledge is relatively trivial, which fails to form a complete knowledge system and can not fully meet the needs of market development, such as the analysis and application of sales data. 3. Lack of reasonable and effective vocational skills training. Although many tobacco enterprises gradually realize the importance of marketing personnel to enterprise management and try to strengthen the training of cigarette marketing personnel, many current trainings are ineffective due to lack of pertinence, and the confusion encountered by marketing personnel in their work has not been effectively solved. 4. Lack of scientific career planning and positioning. Compared with other front-line personnel in tobacco enterprises, cigarette marketers are under great pressure and have strong mobility. Moreover, due to the short development history of tobacco marketing posts, many cigarette marketers have no clear career orientation for themselves, lack reasonable career planning for their future, unstable thinking and lack of job security, which seriously restricts the development of cigarette marketing. Four, how to improve the quality and ability of cigarette marketers With the implementation of the Framework Convention on Tobacco Control in China, China will ban smoking in public places from 20 1 1, and non-governmental anti-smoking organizations will also increase their publicity efforts. In the future, the development of tobacco industry will face more and more severe situation. At the same time, with the continuous advancement of tobacco industry reform, the competition within the industry will become more and more fierce. Tobacco enterprises should realize this. In the final analysis, the competition of enterprises in the future is the competition of talents. The quality and ability of cigarette marketers will affect the competitiveness of tobacco enterprises and the sustainable development of tobacco industry. It is urgent to improve the quality and ability of cigarette marketers. To improve the quality and ability of cigarette marketers, we should start from the following aspects. 1. Establish a correct view of talents. The traditional mode of cigarette production and marketing, which emphasizes production over market, makes enterprises ignore cigarette marketers. However, in the increasingly competitive market environment of tobacco industry, tobacco enterprises should fully realize the importance of cigarette marketers and pay attention to and respect them. Only by fully recognizing the status of cigarette marketers in enterprises can we take effective measures to effectively improve the quality and ability of marketers. 2. Establish a perfect training mechanism. For tobacco enterprises, it is one thing to attach importance to the selection of talents, and it is more important to establish a benign mechanism to promote marketing talents to stand out. Enterprises should treat every marketer equally, give every marketer equal opportunities, and increase their sense of security, self-confidence and belonging. A good training mechanism can tap the potential of cigarette marketers, develop comprehensive work skills, and at the same time, it will certainly improve the overall quality of cigarette marketers, thus adapting to the development of tobacco enterprises and the requirements of market changes. A perfect training mechanism for cigarette marketers should include: First, a survey of training needs. It is necessary to investigate the trained marketing personnel to understand their doubts and the knowledge that needs to be supplemented in their work. Training must be targeted in order to be truly effective. The second is to develop training courses. After determining the training courses, arrange trainers to train the marketing personnel and provide relevant logistics support. The third is the evaluation of training effect. After the training, you can conduct a simple test, or learn about the actual work effect of cigarette marketers, so as to evaluate the training effect, continuously improve the training, and comprehensively improve the quality and ability of cigarette marketers. 3, improve the incentive mechanism, improve the enthusiasm of cigarette marketers to learn. Cigarette marketers should not only strive to participate in the training organized by enterprises, but also constantly sum up their studies at work. From a practical point of view, the focus of improving the quality of marketers should be on their conscious learning. This requires enterprises to establish a flexible incentive system, comprehensively use a variety of incentive means, improve treatment, provide a development platform, and fully mobilize the initiative and enthusiasm of marketing personnel. 4. Give play to the leading role of tobacco enterprises. Business leaders are the initiators, organizers and practitioners of business decisions and their implementation, and they are authoritative. The ideological character of enterprise leaders affects the atmosphere of enterprises, the lifestyle of enterprise leaders affects the establishment of employees' behavior, and the personality attitude of enterprise leaders also affects the formation of employees' healthy personality. On the one hand, business leaders need to set an example, keep learning, and constantly improve their own quality and ability. At the same time, they also need to publicize, care, guide and encourage employees. At present, the National Bureau has put forward the idea of "improving the quality of cigarettes", which requires the cigarette sales to increase steadily, the cigarette price to remain stable, and the cigarette structure to be continuously optimized. In order to achieve the above goals, tobacco enterprises are required to effectively change cigarette marketing methods, improve the quality of cigarette marketers and refine customer service.