The Research On Differentiated Positioning Of Baisha Brand Cigarette

Along with China joining WTO, Our country tobacco market further moves towards the internationalization. Facing the outside strong brand competition, our country tobacco brand strength is obviously insufficient. Under the national bureau's instruction, the cigarette enterprises face "the big brand, the big enterprise, the big market" the direction that is developing. In the last few years, it carries on unceasingly enterprises the reform reorganization. Through the conformity resources, the enterprise becomes stronger than before. The Baisha brand as the Chinese type cigarette representative, it is keeping the first position in the sales volume in the domestic market, but compare with international tobacco giant like Marlboro, 555, the gentle seven its market is differ too far. How therefore further expands the Baisha brand proportion in market? How to face outside brands challenge? The question like these and so on has gradually become the research topic.This article is based on Baisha brand cigarette as the research object, carrying on the Baisha brand cigarette to the differentiated positioning as the main research topic. It has carried on the thorough market investigation and the analysis using the differentiated positioning theory and the consumer behavioral analysis method to the cigarette market, conducting the research and the analyzing to the Baisha brand cigarette.The Thesis, firstly, carries on the theoretically analysis to the positioning definition and the successional variational process, and then begins from the domestic and foreign tobacco market development survey and the tendency, analyzing the domestic and foreign each competition brand the good and bad points, as well as now the policy environment to the cigarette profession influence, and then taking the consideration of the Baisha cigarette into the SWOT analysis method according to its internal development situation. Through the market investigation and study, basing on the consumer behavior way to the cigarette market segmentatation and the target market choice, it gives some advice about the concrete differentiated positioning thought and the positioning safeguard measure.