Product Line Research Of Huangshan Cigarette Brand

Product line design is an important part of the product strategy. A company's product strategy must obtain the realization through the product line design. Similarly, the realization of enterprise's marketing goal also must carry on product line the continual readjustment, if lengthens the product line length or revises the least profits product. This article take the Huangshan cigarette brand product line as the main research content, mainly used the theory with practice research methods. Partially used the comparative analysis method in the product line analysis on Huangshan and Yuxi brand product line strategy. Key point factor analysis method and Delphi method in their internal investigation, has carried on the appraisal to the Huangshan brand product line present situation.The paper mainly is composed by five parts, the first chapter of introduction partially elaborated the selected topic background, the significance as well as the research method, the paper frame; Second chapter were partial for the introduction, introduced the product line theory main content; Third, four chapters have carried on the multi-analysis to the Huangshan brand product line own characteristic, through and other brands comparisons, as well as used the essential factor analysis method and Delphi method in enterprise interior investigation, summarized the Huangshan cigarette product line construction existence question. The fifth chapter basis enterprise's brand strategic target, carried on to the Huangshan cigarette brand product line has designed and gave the comment and the suggestion.The article pointed out that, the Huangshan brand product line mainly has the equal in middle-price position product repetition, vacancies in high-price products and price issues such as sluggish growth, product vacancy also the growth feels weak, and the question must carry on the product line the redesign, reduces the same price position redundant product, simultaneously upwardly extends the product line. Moreover, this article in view of Huangshan cigarette brand characteristic, proposed must establish the brand management organization, establishes the sub-brand in the product line design the concrete procedure, and extended the risk to the product line reduction which could meet to carry on has analyzed and proposed reduced the risk the suggestion.This article research further will enhance the sales volume, the income to the Huangshan brand, sharpens the ability that the brand will continue to grow to have the economical significance. In this paper, the enterprise product line planning methods have also carried out some exploration and attempt to domestic counterparts hope to provide some reference.