Study On Golden Leaf Marketing Strategy Of China Tobacco Henan Industrial Co., Ltd

As industrial enterprises and tobacco brands integration accelerated, it is very important to develop and implement marketing strategy effectively for tobacco enterprise, which actively participates in market competition in the system of monopoly. In this thesis, taken golden leaf tobacco of China Tobacco Henan Industrial Co., LTD as the research object, by use of marketing theory, brand management theory and strategic management theory, golden leaf tobacco's marketing strategy is studied.Firstly the external macro-environment is analysed, the paper think that the Henan gold leaf tobacco marketing is faced with opportunities, including consumer income level rising, cigarette products production technology level improving, IT improving etc. But also the existence of local protectionism to limit the ban on advertising cigarette products, cigarette product tax policy reform, market competition, enhanced public awareness, health awareness and other threats. Meanwhile, the key success factors of Henan gold leaf tobacco marketing, which includes the overall resources, market business development, product innovation, production capacity of four aspects of the organization, and identify the corresponding key success factors are given through the investigation. Secondly, Henan gold leaf tobacco marketing strategy analysis of the current obtained Henan gold leaf tobacco product sales problems, mainly including the brand influence is not enough, the product specifications set unreasonable, product positioning is not clear, cost controlling capacity is not stronger, product promotion strategic options shall not be treated etc. Third, the combination of internal and external elements of evaluation results identified Henan gold leaf tobacco's overall development strategy, using comparative analysis method to get the target market selection, product planning, product pricing planning, product promotion strategies, customer relationship maintenance and other aspects. According to the combination of cigarette products in the market monopoly and a regular feature of channels, comparative analysis is used to research Henan Golden Leaf Tobacco products 4P strategy based on carrying out industrial companies in Henan Golden Leaf Tobacco products target market selection, differentiate products policy, the price-based competition-oriented policy and three-dimensional combination of marketing policy are given. Then, in order to assure the smooth implementation of marketing strategy, the paper puts forward four-point implementation of the recommendations, including improving products brand image of gold leaf, enhancing Henan gold leaf cost controlling and so on. Finally, the content of this research is summarized, and the deficiency of this research is pointed out.This study has certain reference value and significance for the healthy development of China Tobacco Henan Industrial Co., LTD and brand marketing of other domestic tobacco companies.