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随着现代卷烟营销的发展,市场在卷烟配置中的基础性作用越发凸显。在当前,创新客户经理的工作模式,突出品牌营销,以适应市场化取向改革发展的趋势,针对传统营销模式中存在的不足进行改进,具有积极的意义。在烟草行业的卷烟营销与人力资源管理配置工作中,应以品牌营销代替地域性营销。一方面更加突出品牌在卷烟营销中的地位,激发卷烟市场潜力;一方面基于品牌分类,进行客户经理岗位设置、绩效考核,增强客户经理队伍活力。
With the development of modern cigarette marketing, the fundamental role of the market in cigarette allocation has become increasingly prominent. At present, it is of positive significance to innovate the work mode of the client manager, highlight the brand marketing, adapt to the trend of market-oriented reform and development, and improve the existing problems in the traditional marketing model. In the tobacco industry, cigarette marketing and human resources management configuration, brand marketing should be replaced by regional marketing. On the one hand more prominent brand in the cigarette marketing position, to stimulate the cigarette market potential; on the one hand based on brand classification, customer manager position settings, performance appraisal, and enhance the vitality of the customer manager team.