建设现代化的卷烟零售终端（Construction of modern cigarette retail terminal）.doc

建设现代化的卷烟零售终端（Construction of modern cigarette retail terminal） I. definition of cigarette retail terminal Retail terminal refers to the actual or virtual space of the last stage of the marketing process. It is the place or space where consumers can contact goods directly and can trade. Cigarette retail terminal refers to the cigarette from industrial production, through commercial distribution, and ultimately complete the transaction with consumers port. Tobacco enterprises sell cigarettes through retail terminals, and consumers buy their favorite cigarette products through retail terminals. The terminal is not only the link between tobacco enterprises and consumers, but also the bridge of communication between tobacco enterprises and consumers. It plays a very important role in the circulation of cigarettes. Two. Function of cigarette retail terminal The core of the retail terminal construction is to make full use of the retail terminal resources, fully tap the value of the retail terminal, and give full play to the function of the retail terminal. In recent years, the marketing network construction industry development, network construction is gradually extended to the retail terminal, terminal from cigarette sales, single function transition to the basic function of the multi value, more and more prominent role play terminal, mainly for: (1) channel sales function; From the tobacco supply chain, whether it is business or the tobacco industry, are not beyond the retail and direct sales of tobacco products, and consumer terminal as a trading place naturally bear the cigarette sales function. This is the most basic function of retail terminal. (two) brand promotion function; With the restriction of cigarette brand publicity becoming more and more strict, the opportunities for brands to contact consumers are less and less, and retail terminals become the best stage for cigarette products display. By means of terminals, industrial enterprises can set up product brand