The Analysis Of Brand Integration Marketing Strategy For Yanji Cigarette Factory

One of the founding fathers of integration marketing theory,us scholar Shultz emphasize. is unite closely around consumer. reconstitute enterprise action and market action, coordinately use different forms disseminate fashion, by Unified objective and Unified disseminated image deliver accordant product information, achieve two- way communication to consumer, to establish position of product brand in consumer's heart build Close relationship between product brand and consumer, to bring the purpose of ad disseminated and product sell more effectively. Integration marketing is not only marketing medium,idea marketing models, but also communication medium and management system. It has the function of integration foreign various information and comprehensive disseminate enterprise information with brand. Domestically it has the function of achieve effective manage by various channel and ways.Upon which interest find integration marketing strategic is on the base of strategic to from external to inner, by the way of integrating enterprise's all resources of unite closely around consumer reconstitute enterprise management action and market action. Only on the base of integration marketing , reconstituting enterprise market and integral management strategic, can let enterprise's all personals bore the duty of communication, let enterprise's all formation take effect of strength enterprise image . Finally achieving the aim of establish special enterprise image. Create max brand valuation.On basic of integration marketing theory ,Combine current of Yanji Cigarette Factory brand management, to settle problem on brand management, improve brand's competition, and create cigarette brand of being more popularity with good fame and generally accepted, Yanji Cigarette Factory carries integration marketing strategy which based restructuring brand integration.First this article analyzes earnestly Current Situation of YanJi Cigarette Factory , Yanji Cigarette Factory's Chang Bai Shan remains popularity certainly ,but it only is area brand, moreover there are a number of problems in the brand management : First because product position is narrow, dominant brand can't Spring up; Second channels natural disperses, and competition to lower level make more consumption ;Third brand strength can't argue relative with famous-brand; Forth affecting brand expansion caused by poor distribution of market; Fifth promotion ad is deficient in position; Sixth brand's extension is short of fascination; Seventh brand is short of internet market。Being aimed at these problems and bounding questionnaire, SWOT analysis, and Pose the necessity of integration marketing: It is a need for elevate brand effect and achieve standardize development and core competencies and form core competence and granted the consumer's demands fundamentally and elevate enterprise's performance and improve consumer's faithful . After this paper enunciates brand integration plan. This paper elaborates on implementing brand integration marketing after introducing to build"Chang Bai Shan".First :by means of congruity market strategy with establish enterprise's core valuation and brand image which integration marketing disseminates brand image to"Chang Bai Shan"。Second: by means of enterprise's image distinguish and image ad and tobacco web and pluralism brand extend which make brand disseminates, carries integration marketing disseminates and create a good direct correlation.Third: by means of implementing cultural strategy which improve product's good fame create"Chang Bai Shan", and dig"Chang Bai Shan"'s in with establish consumer's faithful.Forth: integrating enterprise's management information systems, and establish brand management support system. By means of improving brand service system which retains consumer's sure and improve enterprise image and brand image.Fifth : depending on actively the power to monopoly of sale to clear market and standard stock with goods channel that will enhance control dynamics, At the same time, enterprise must appreciated sale terminal's build, we hope to by means of building market system which found Yan Yan brand's ensure system.Sixth: by means of creating its own current of materials system, and improving supply chain of raw materials with auxiliary materials which let various natural accord with each other, and reduce shopper cost, that can provide guarantee for max profit.Seventh: developing new product according to changing of deferent market and changing of consumer's demand, which contents consumer's demand on mental or emotional.Eighth: enhance communication with consumer, and know the changing of brand demand, which can help enterprise know market and control market and adapt to market.Ninth: establishing brand base area that may develop and strength brand competition battlefield, by means of building brand base area and centralize resources and found relative superiority, which can achieve goal of broking through and promising in various fields.Tenth: innovating brand extension, It should add new brand extension means in cigarette market strategy, by this let consumer permit to"Chang Bai Shan"on image and competition and market idea and service level, finally letting them be faithful consumer, accomplish the purpose of extending sale and occupy market.Brand integration marketing is a systematic project that involves departments of an organization and all angles'concerted action. Only departments of enterprise take part in then form unity and improve brand's composite competition ability.