Cheney Marshall, Gowin Mary, Wann Taylor Franklin
All of the authors are with the Department of Health and Exercise Science, University of Oklahoma, Norman.
Am J Public Health. 2015 Jun;105(6):e16-21. doi: 10.2105/AJPH.2015.302610. Epub 2015 Apr 16.
We examined the marketing strategies for local vapor stores in a large metropolitan area in Oklahoma.
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.
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.
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.
我们研究了俄克拉荷马州一个大都市地区当地电子烟商店的营销策略。
2014年，电子烟商店店主或经理（n = 33）参与了关于营销实践的个人访谈。我们询问店主他们的营销策略以及他们所针对的群体。我们对访谈进行了转录并分析其中的主题。
店主采用了多种营销策略来吸引新顾客到店并留住老顾客。这些营销策略与烟草行业的策略有许多相似之处。大多数店主参与了某种形式的传统营销实践（如印刷媒体），但由于预算限制，只有少数人使用广播或电视广告。店主使用社交媒体和其他形式的电子通信、价格折扣和特价以及忠诚度计划。店主还在当地活动中设置展位、赞助社区活动并在店内举办活动。店主试图针对不同的用户群体，如大学生和长期吸烟者。
当地电子烟商店的营销实践与当前和以前的烟草行业营销策略非常相似。对营销实践的监测应包括本地和基于网络的策略。
