在国家全面深化改革的大背景下,烟草行业面临日益复杂的经济政治形势和行业发展遭遇“天花板危机”问题。基于市场的真实需求,从卷烟营销生态链的角度推进专卖体制下卷烟营销市场化取向改革,促进行业在新常态下稳定健康发展,是烟草行业有效应对挑战的重要路径。 Under the background of comprehensively deepening the reform of the country, the tobacco industry is facing the problem of increasingly complicated economic and political situation and industry development encountering “ceiling crisis ”. Based on the real demand of the market, it is an important path for the tobacco industry to effectively deal with the challenges from the perspective of marketing chain of cigarettes to promote the market-oriented reform of cigarette marketing under the monopoly system and to promote the stable and healthy development of the industry under the new normal.