Research On The Brand Marketing Optimization Of Shenzhen Tobacco "Shuangxihaorizi" In Wuhan City

Kotler has pointed out that brand represents the future of marketing management and marketing research.At present,it is the era of "brand marketing".In the competition among enterprises,brand is the most effective and the most i mportant means to establish the competitive advantage among the competitors.The cigarette industry is relatively monopolistic and highly competitive.With the saturation of the domestic cigarette market,the economic situation is becoming more and more ser ious,the competition of cigarette brand is becoming more and more intense.This paper,based on the Shenzhen Tobacco Industry Co.,Ltd,first summarizes the various stages of brand personality,brand management,brand communication and brand sales of Shenzhen Tobacco Industry Co.,Ltd,and makes an objective diagnosis of the present situation of marketing management for Shuangxihaorizi.This article uses the Wuhan market as a case,through SWOT analysis to find out Shuangxishaorizi’s strength,weakness,opportunities and threats.From the perspective of first-line market manager,this paper sums up the practical experience by the means of market research,brand personality,brand communication and brand sales.Combined with the relevant theory of brand marketing and the special characteristics of the tobacco industry,the brand marketing strategy of Shenzhen tobacco is discussed,recommended and designed.This paper offers comprehensive and operational brand marketing strategies for Shuangxihaorizi from the perspective of brand personality,brand management,brand communication and brand sales,through internal construction and management as well as external public relations and publicity to ensure the implementation of the marketing strategy.By obtaining the access of brands,enhancing brand awareness,and ensuring ground consumption we evaluate the methods and offer references for other provincial markets.Meanwhile,this paper is supposed to provide creative thinking for other tobacco corporations under the e-marketing circumstances,promoting the tobacco industry’s development of brand marketing.