Cigarettes Marketing Strategy Study In Beijing Market Of "Huang Helou"

Nowadays with the nation control of tobacco industry becoming more and morestrict,after revising the <Tobacco Monopoly Law>, our nation further raises thebasic principle and strategic task of "Cigarettes on the level".Moreover, with China’saccession to WTO, the cigarette market is gradually moving towards the path ofopening to the outside world.Under the almostly saturated state of local cigarettemarket, foreign cigarette brands to enter the trend is undoubtedly intensifying thecompetition in the domestic market,especially in Beijing market.Under theincreasing competitive pressure, in order to maintain a place in Beijing’s high-gradecigarette market,Huang Helou must improve the current marketing strategy.In this paper, through the elaboration of the background and significance of thesubject,it introduces the essence of marketing and marketing management theory andanalysis the marketing status quo and existing problems of Huang Helou in Beijingmarket by using macro environment analysis (PEST) and Porter’s five forcescompetitive model in the strategic management. Furthermore,for the existingproblems and the current marketing strategies, Ithis paper analyzes the nature of theproblem as well as the root cause of them by SWOT analysis. Finally, in order tosolve the existing problems of Huang Helou, according to the4p marketingtheory,this paper makes some recommendations to further improve marketingstrategy in Beijing market.After analyzing and understanding the status of the national tobacco industry, aswell as the development trend of the Huang Helou in Beijing market, combining theinternal and external environmental analyses,using SWOT analysis,this paper has identified the advantages and disadvantages of Huang Heloou in Beijing market,Andit has made recommendations to play the advantages, overcome thedisadvantage,seize the opportunities,and circumvent the threats. According to the4pmarketing theory,this paper gives stategies in terms of product,price, channel, andpromotion, providing references and suggestions for future marketing of HuangHelou cigarettes.