Cigarette Brand Marketing Theory And Empirical Research

Judge from present situation, the survival of Chinese cigarette brand depends on administration instead of market operation. It leads to the lack of brand based on real marketing in national tobacco industry. Even the national cigarette brand is still stay on the "name marketing" instead of brand marketing. The present operation of tobacco industry leads to the situation of cigarette brand marketing. It mainly focuses on the balance and coordination between two models. In the first model, the enterprise decides the sale depends on its product and it could be named as "product control model". In the third model, the enterprise decides the product depends on its sale and it could be named as "sale control model". If the "product control model" takes in charge, the function of brand marketing will be limited.The cultivation of brand is not just for the culture express. The key is to realize the last effect and make some help to realize enterprise's strategy or operation targets in some period. To cigarette manufacturer and salesmen, it is a very realize problem to fit to the market condition and operation environment. Because of the special characteristics of tobacco industry, the effect of cigarette brand operation is less than other industries.Whether the push of macro market environment or the permeation of brand culture, the require for brand operation increases greatly and some enterprises made some brave trial. These enterprises benefit from the trial and then made more specialized brand cultivation and management in order to cultivate national area brand and accumulate their brand capital. Even ignoring the future challenge, the brand operation also has become a trend in the domestic cigarette market. As the development of Chinese economy and the speed up of people's life pace, the product experience and characteristics express are all important for cigarette consumers. It will bring great space for cigarette brand marketing.This paper saw the trend of brand marketing in cigarette market and try to make have a theoretic thought to cigarette marketing practices. From the analysis of brand's concept and brand marketing theory, the paper made a comprehensive view to the successful experience of cigarette brand marketing and showed the important function of brand marketing in the cigarette marketing practices.The author shows the understanding to cigarette brand marketing in this paper. The cigarette brand marketing is a system that includes the cultivation of brand characteristics, the cultivation of customer satisfication and brand loyalty, the management of brand capital and brand relation, and the brand strategy and brand culture. Other brand marketing methods could be looked as the extendtion of thses core brand theories. In the fourth part, the writer made a primary test and verify for this marketing theoretic system through practices research. The structure of this paper is shown as follow.Chapter one is the introduction part of this paper. In the part, the writer put forward the research meaning and the theoretic innovation in this paper. Chapter two analysis the present situation of tobacco industry and the problem in cigarette brand marketing and management. Chapter three makes a description to the theory of brand marketing. And then chapter four put forwards ten strategic regulations in cigarette brand marketing. Chapter five analysis the successful experience of four famous cigarette brands respectively. Through the analysis to "Guobin", "Honghe", "Marlboro" and "Zhonghua", the writer showed the important function and real meaning of brand marketing's usage in the cigarette marketing. Chapter six shows the conclusion of this paper.