Marketing Practices of Vapor Store Owners
Marketing Practices of Vapor Store Owners
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DOI：
10.2105/ajph.2015.302610
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发表时间：
2015-06-01
影响因子：
12.7
通讯作者：
Wann, Taylor Franklin
中科院分区：
文献类型：
--
作者：
Cheney, Marshall;Gowin, Mary;Wann, Taylor Franklin
目标.我们研究了在Oklahoma.Methods的一个大都市地区的当地蒸汽商店的营销策略。Vapor商店所有者或经理（n = 33）参加了2014年关于营销实践的个人访谈。我们询问了业主他们的营销策略和他们的目标群体。我们转录了采访并分析了他们的主题。商店老板使用各种营销策略来吸引新客户到他们的商店，并保持现有客户的回头率。这些营销战略与烟草业的战略有许多相似之处。大多数业主从事某种形式的传统营销做法（例如，印刷媒体），但由于预算限制，只有少数国家使用广播或电视广告。业主使用社交媒体和其他形式的电子通信，定价折扣和特价，以及忠诚度计划。业主们还在当地活动中设立了摊位，赞助社区活动，并在他们的商店里举办。业主试图针对不同群体的用户，如大学生和长期吸烟者。当地蒸汽商店的营销做法与当前和以前的烟草业营销策略非常相似。对营销做法的监督应包括当地和基于网络的战略。
Objectives. We examined the marketing strategies for local vapor stores in a large metropolitan area in Oklahoma.Methods. Vapor store owners or managers (n = 33) participated in individual interviews regarding marketing practices in 2014. We asked owners about their marketing strategies and the groups they targeted. We transcribed the interviews and analyzed them for themes.Results. Store owners used a variety of marketing strategies to bring new customers to their stores and keep current customers coming back. These marketing strategies showed many parallels to tobacco industry strategies. Most owners engaged in some form of traditional marketing practices (e.g., print media), but only a few used radio or television advertising because of budget constraints. Owners used social media and other forms of electronic communication, pricing discounts and specials, and loyalty programs. Owners also had booths at local events, sponsored community events, and hosted them in their stores. Owners attempted to target different groups of users, such as college students and long-term smokers.Conclusions. Local vapor store marketing practices closely resemble current and former tobacco industry marketing strategies. Surveillance of marketing practices should include local and Web-based strategies.