Research On The Marketing Policies Of 'Dongfanghong' Middle-Price-Level Brand Based On Consumer's Mentality

National tobacco industry is undergoing reform and adjustment because of the great pressure brought by international tobacco giants. Economies of scale and brand popularity are coming into being in the field of national tobacco industry, as result of redistribution of resource and rebuilding of policies in favor of predominant enterprises. Expansion of business size has completed through the first round of merging process that could also be defined as production quotas competition. Brand popularity competition (i.e. market centralization) brings us the second turn of reshufflings again, in an effort to defend the national brands and develop new products.Breaking through these difficulties and pressure, taking advantage of its predominant position in the market, Changde Cigarette Factory (CDCF) developed its middle-price-level brand—Dongfanghong. Thanks to later-comers' never-give-up spirit and their competition, unusual measures taken in product sales, scientific research of customer behaviors and precise market positioning of brand as well as building of new sales channels, enduser strategies, etc., CDCF is being pushed forward to realize its brand era.This article carefully studied the tobacco market and policies, pointed out the characteristics of brand image of the present tobacco industry, analyzed smoker behaviors, SWOT studied the profitability and competitiveness of Dongfanghong, discussed the 3 possible sales modes and sales strategies, clearing out the way for the product's market positioning. As a result, the article finally summed up that the only standard for judging sales modes and strategies is occupying customers.