On Marketing Program Of 'Haomao'-Brand Cigarette

After China's entrance into the WTO, the tobacco industry monopolized by the government is bound to meet with the great challenge. With the increasingly fierce, international competition, all the tobacco manufacturing industry must face a grim future if the local brand cigarette can adapt itself to 'the market development, if the product can be transformed into a brand commodity, then a famous-brand commodity successively and smoothly so that it can qualify as an internationally famous-brand one.On the basis of the marketing theory and analyzing the practices of the home and abroad tobacco manufacturing industry, in this study the author discusses about the marketing situation of the cigarette in Shaanxi province and the existing problems. Furthermore, from the study on the famous-brand of cigarette 'Haomao' in particular, a thorough research is done on its marketing situation, the customer's inner drive to buy the cigarette and the remarks on 'Haomao' by the experts. And a systematic analysis is made on the researching results by the use of Analytic Frequency Process, Analytic Hierarchy Process, Fuzzy Comprehensive Evaluation and free discussion, analysis is also made on the marketing situation of'Haomao'. Subsequently, according to the analyzing results and the success of the home and abroad famous-brand cigarette with the combination of the target of' Haomao'-to be the best-brand, the marketing proposal is put forward on how to improve its image and fame and consequently, to expand inside and outside market of the province. The researching results of this study can be considered as the reference materials and the guiding principles for the smooth development of the tobacco industry in Shaanxi province and themarketing of the brand cigarette of our country's tobacco manufacturing industry.