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不吸烟人群对吸烟人群购买和消费决策的影响不容忽视,卷烟企业有必要将面向不吸烟人群的专项营销活动作为“精准营销”的有益补充。面向不吸烟人群开展低焦油卷烟营销应遵循三项原则,即以健康理念引导不吸烟人群、让不吸烟人群更多地了解卷烟企业文化以及编织亲情营销网。在开展低焦油卷烟营销活动时,应注意合理安排宣讲时间和地点、精心选择活动礼品、以问卷调查促营销以及适时推出典型消费者进行现身说法。
The impact of non-smokers on the purchase and consumption decisions of smokers should not be overlooked. It is necessary for cigarette companies to use special marketing campaigns targeting non-smokers as a supplement to “precision marketing.” Marketing low-tar cigarettes for non-smokers should follow the three principles of guiding non-smokers with health concepts, making non-smokers more aware of cigarette corporate culture, and weaving loving sales networks. In conducting low-tar cigarette marketing activities, attention should be paid to arranging the time and place of preaching, carefully selecting event gifts, promoting sales by questionnaire survey, and launching typical consumers on time.