The Research Of Z Tobacco Industry Limited Liability Company Of L Brand Marketing Development Strategy

Recently years,under the tobacco control in the international and domestic society,the tobacco company’s brand is restrict of development and expand.Meanwhile,with the speed-up opening-up process,multinational tobacco groups continue to strengthen investment and development into Chinese tobacco market,the market competition of domestic cigarette brands become more and more international and complicate.In the background of series policies’ released,which include national bureau "cigarette level" policy,the "strategic goal 532,461" and "double fifteen" brand,a number of large domestic tobacco enterprises continue to strengthen the resources integration,brand integration,and formulated related brand strategy development plan which named as "Twelfth Five Year" plan in order to meet with a more competitive tobacco market,Such enterprises include Yunnan tobacco group,Shanghai tobacco group,Hunan tobacco company and Z tobacco company.This paper aims to analyze and research the tobacco brand marketing development strategy based on the analysis of Z tobacco industry limited liability company of L brand.Firstly,this paper introduced the importance and necessity of L brand marketing development strategy.Then,based on the description of the brand’s development history,this paper illustrated the causes of L brand development from both internal and external: By using “PEST” macro environment analysis and the “Potter five forces” model analysis to find out the external causes;By using “SWOT” analysis to probe the internal causes from the aspects of organization structure and human resources,enterprise culture and brand culture,technology,material supply,production and quality assurance Internet distribution and modern logistics,etc.Finally,through the studying of 4P’s marketing combinatorial theory,this paper analyzed the implementation of L brand marketing development strategy.