How to improve the ability of service marketing, promote the innovation of service marketing and meet the needs of cigarette industrial enterprises, retail customers and consumers is an important topic faced by tobacco commercial enterprises. Quality service plays an important role in improving the marketing level of enterprises. Bai made a brief analysis of the ways to improve the service marketing ability. Zhao Enlian's service marketing is a marketing means to provide services by paying attention to customers' needs and finally realize favorable exchange. Combined with the actual situation of the industry, the author thinks that tobacco commercial enterprises can improve their service marketing ability from the following aspects: from the perspective of both the supply and demand sides of the sub-market (retail customers and industrial enterprises), divide the market segments that cigarette service marketing points to in the target market. Match marketing strategies correctly according to market segments. Through the directional analysis of consumer demand and purchase behavior, we can understand the demand of the target market for products and services, and then subdivide the customer groups according to the determinable business factors such as the business category, business circle and business ability of retail customers, build the identification system of terminal market segments, determine the key service targets and marketing opportunities, and formulate marketing strategies that match the market operation. Enhance competitiveness through market segmentation. We can make comparative analysis and early warning management on the supply satisfaction of market segments, the competition of industrial products, and the positioning of consumers of target products. , so that enterprises can focus their manpower and material resources on the target market in time, respond sensitively to the marketable areas and unsalable areas of products, and improve their marketing ability and main competitiveness on the basis of maintaining local market advantages. It is an important way for tobacco commercial enterprises to effectively meet market demand by refining order supply standards and organizing supply according to customer orders, which must run through all aspects of service marketing. First of all, we should improve the freedom of product selection. In the supply organization, we should fully understand the market demand, pay more attention to the real needs of consumers, ensure the integration and complementary functions of products and markets, rationally plan and directionally cultivate brands, organize supply from bottom to top, and improve the control ability of order marketing at a higher level. Secondly, we should improve the transparency of supply distribution. In order to effectively identify the target customers of market segments through the customer relationship management system, the software system analyzes the original demand information of end customers and automatically generates the target demand information of customers, so as to carry out goods distribution and order collection, effectively reducing the human interference factors in goods distribution. Third, we should improve customer order satisfaction. We should focus on improving the workflow of market analysis and forecasting, customer demand collection, industrial enterprise information service, target market segmentation, brand evaluation and maintenance, and improve the order satisfaction of upstream and downstream customers simultaneously on the basis of improving the order accuracy. Implementing supply chain management Supply chain management of tobacco commercial enterprises refers to the unified management of all business activities closely related to the enterprise, including human resources, finance, orders, procurement, planning, inventory, transportation, sales and services. First of all, we should improve the level of information management. The informatization process should develop from the informatization of enterprise core business activities to the informatization of overall business activities, and strive to eliminate the "information islands" of each business link, control logistics with information flow, and improve the effectiveness of enterprise supply chain management. Secondly, we should speed up the horizontal integration of supply chain management information. In the process of implementing supply chain management, we should actively integrate various existing internal business systems and build a unified and standardized basic information platform. It should be noted that the horizontal integration at the business level must cross the boundaries of various business departments, play a good supporting role in the reform of the business model and transaction mode of enterprises, and extend to the upstream and downstream of the supply chain. Establishing a sound category management system directly affects the brand life cycle and market service affinity, which is one of the signs to test the marketing ability of tobacco commercial enterprises. Category management should be based on the brand planning of enterprises to ensure the maximum brand concentration and marketable value. First of all, it is necessary to establish a market normality investigation mechanism, conduct an all-round investigation of mainstream marketing channels and consumer groups, and collect, sort out, analyze, screen and summarize relevant information for decision-making. Secondly, it is necessary to establish files for all brands, make predictions, rationally and effectively allocate brand market space resources, and determine category management strategies and product portfolio launch strategies according to brand growth, market share, consumer satisfaction and other conditions. Thirdly, we should optimize categories, ensure the diversity, pertinence and convenience of categories, measure the circulation speed of brands according to the inventory cycle of a single brand, determine the main sales category system, carry out relevant marketing activities, shorten the inventory cycle and extend the brand life cycle. The key to establish the concept of service marketing and improve the ability of service marketing is to establish the marketing concept based on service marketing and innovate marketing methods on this basis. In-depth distribution: After subdividing the target regional market, the marketing manager (account manager) will regularly pay one-on-one visits to end customers to develop, maintain, serve and manage the market. Improve customer relationship value, customer loyalty, consumer loyalty and enterprise operation efficiency, and at the same time improve the enterprise's own marketing control ability. Integrated marketing: In the marketing process, fully consider the satisfaction of customer demand, purchase cost, convenience and communication, and integrate upstream and downstream customers with the help of integrated marketing concept, so as to give products more value with service and achieve the fundamental purpose of improving marketing level. Cultural marketing: from the perspective of customer value theory and management, cultural marketing can fully meet the spiritual demands of customers, and it strives to create a perceptible spiritual atmosphere. It should be noted that cultural marketing should stand not only from the perspective of enterprises, but also from the perspective of consumers. The ultimate goal of the culture that enterprises have worked so hard to dig out is to make consumers understand and recognize it. Therefore, enterprises should look at the problem from the perspective of consumers, tap cultural selling points from the perspective of consumers, and refine cultural selling points from the perspective of consumers. [Anhui Feidong County Bureau (Marketing Department)] Views on improving the three capabilities of account managers Gan Haiyan As far as industry characteristics are concerned, account managers are the main force in implementing service marketing measures. Therefore, the key to do a good job in service marketing is to improve the marketing service ability of account managers. Specifically, it is mainly to improve three abilities: the ability to communicate with customers, the ability to guide customers' operations, and the ability to maintain customers. Improve the ability to communicate with customers. The account manager is the front desk service post directly facing the retail customers, and it is the bridge and link between tobacco enterprises and retail customers. During the daily visit, if the account manager can communicate effectively with the retail customers, it can not only improve the satisfaction and loyalty of the retail customers, but also achieve the purpose of harmonious customer relations and maintaining the stability of the cigarette market. Improve the ability to guide customers' business. An important job of an account manager is to guide customers' operation, enhance their profitability and improve their satisfaction. Tobacco commercial enterprises should strengthen the education and training of account managers, and constantly improve the ability and level of account managers to guide customers' operations. At the same time, guide account managers to establish a sense of quality service, actively provide customers with guidance on sales skills and service skills, and improve the operating level of retail customers. Improve customer maintenance ability. Customer maintenance emphasizes deep contact with customers. By mastering and analyzing customer information, we can find out the key factors to improve our relationship with them, which is the main goal of customer maintenance. Tobacco commercial enterprises should establish clear and specific customer service standards, and establish an effective incentive mechanism to guide account managers to do a good job in customer maintenance. [Jiangxi Jingan County Bureau (Branch)] Cultivate the marketing team and expand the service connotation of Yang Binquan. In my opinion, to do a good job in service marketing, we need to pay attention to the following two points: First, we should cultivate a high-quality marketing team and enhance the service marketing ability. Cultivate high-quality employees and improve the overall quality structure of marketing team. Through concentrated study and special training, we should strengthen the education and training of front-line employees such as deliveryman and account manager, so that they can master the basic knowledge of marketing and cigarette marketing, scientifically analyze the market and customers, understand and grasp the real needs of customers, help and guide customers to operate cigarettes, and effectively improve their post service ability and ability to solve practical problems. Build a collaborative team and a service-oriented enterprise. Service marketing has the characteristics of full staff, whole process, whole industry and whole society. Service marketing is not only the business of cigarette marketing department, but also the business of all departments and personnel of the whole enterprise, involving the whole process of top-level strategic decision-making, middle-level coordination and grass-roots implementation. All marketers should strengthen cooperation, strengthen face-to-face communication with customers, feed back or deal with problems in the whole management and marketing process, improve the execution of service marketing, build enterprises into service-oriented enterprises, forge themselves into "generalists" and "compound talents", provide better services to customers and seek broader development space for enterprises. Secondly, innovate the way of customer maintenance and expand the connotation of service marketing. Customer relationship management is to base all marketing activities of an enterprise on customer needs, and take meeting customer needs as the starting point and end result of enterprise marketing work, so as to finally realize the realistic and long-term benefits of acquiring customers, retaining customers, being loyal to customers and creating customers' profits. In this sense, customer relationship management is also the management of customer value. Market-oriented, consumer demand-centered, with the principle of "strong marketability, stable supply, great contribution and high popularity", we will strengthen the supply guarantee of marketable brands in the market to meet the needs of customers and the market. At the same time, adhere to the principle of "openness, justice and fairness" and formulate a reasonable supply distribution plan to ensure the reasonable interests of customers. Implement retail business segmentation and scientific classification of customers, provide personalized services for different customers, and organically combine standardization and personalization of services. Be a good consultant to customers, help customers do business analysis and help customers improve their cigarette management level. For example, according to the customer's cigarette sales and changes in the surrounding consumer market, help customers light cigarettes reasonably; Earnestly collect market information, deeply analyze market changes, and provide customers with valuable information. Realizing "three satisfactions" is the focus of marketing activities of Hu Hui tobacco and grass commercial enterprises. From the perspective of cigarette supply chain, there are mainly three levels: first, cigarette industrial enterprises, second, cigarette retail customers and third, cigarette consumers. Meeting the needs of the above three types of customers is the main content of service marketing of cigarette commercial enterprises. First of all, we should deepen industrial and commercial cooperation and serve industrial enterprises well. Industrial and commercial collaborative marketing is an important part of the overall marketing system construction of tobacco industry, and it is also an important task of cigarette brand cultivation and network construction in the new stage. Doing a good job of industrial and commercial collaborative marketing is of great significance for meeting market demand, improving marketing efficiency, cultivating well-known brands and ensuring supply. First of all, tobacco commercial enterprises should improve the consumer information collection system, master comprehensive and accurate market information and product information, establish a smooth, efficient, convenient and fast industrial and commercial information sharing channel, ensure that the first-line market information is quickly and accurately transmitted to industrial enterprises, and help industrial enterprises to do a good job in product development and production. Secondly, tobacco commercial enterprises should take brand cultivation as the joint point of industrial and commercial collaborative marketing, cooperate with industrial enterprises in division of labor, complement each other's advantages, * * * analyze cigarette consumer demand, do a good job in market demand prediction, cultivate cigarette brands with satisfactory consumers and high market awareness, and continuously improve the level of brand cultivation. Finally, on the basis of stable supply and accurate analysis of market demand, tobacco commercial enterprises should place reasonable orders with industrial enterprises to realize the extension from "order supply" to "order production", and both parties should organize marketable cigarette products to ensure effective market supply. Secondly, we should strengthen customer relationship management and serve retail terminals well. Retail terminal is the wrestling field of cigarette brand competition and the focus of marketing service, so how to improve the core competitiveness of customer service ability, how to shorten the response time of customer service, how to continuously improve the relationship with retail customers and how to improve the level of customer satisfaction are the key problems to be solved. First of all, we should strictly control the purchase of goods, ensure the marketability and structural balance of goods, implement transparent and institutionalized operation in the process of commodity purchase, establish a business analysis mechanism, grasp the market dynamics, scientifically monitor the ratio of brand storage to sales, adjust marketing strategies in time, grasp the progress of cigarette allocation and distribution, and improve customer demand satisfaction. Secondly, based on the historical operation data of retail customers and the monthly demand forecast as an important reference, the distribution system is used to scientifically set the distribution cycle and balance the distribution quantity, so as to realize the organic combination of effective commodity distribution and demand forecast. Finally, strengthen the contact with retail customers through various information platforms and strive for the support, understanding and cooperation of retail customers. Account managers should regularly help retail customers with business analysis and supply guidance, organize marketing skills training, and improve their business ability and profitability. Finally, it is necessary to extend terminal services and serve consumers well. In the service goal of "three satisfactions", consumer satisfaction is the core, and the choice of consumers and their satisfaction will ultimately determine the development of enterprises. First of all, it is necessary to improve the convenience and variety of choices for consumers to buy cigarettes, so that consumers can easily buy the cigarette products they need through the supply of marketable cigarette brands. Secondly, ensure the stability of cigarette price and quality. It is necessary to ensure the reasonable income of retail customers and make consumers feel value for money. At the same time, it is necessary to strengthen the supervision and management of the cigarette market so that consumers can have convenient complaint channels. Finally, it is necessary to establish two-way information communication channels between commercial enterprises and consumers in order to enhance mutual understanding and harmonious relationship between commercial enterprises and consumers. [Anhui Chuzhou Municipal Bureau (Company)]