Marketing Strategy Research On The Second Brand Of Baisha Cigarette

With the adjustment of cigarette consumption tax by State Bureau on2009, the division standard in A and B cigarette class were improved, and it was becoming the lowest price proportion of product category which by from2008to2009, the two class smoke accounted for the proportion of the total national cigarette from11%drop to4%. At the end of2009, Hunan tobacco industry limited company put forward on the two kind of cigarette market, two kinds of white smoke leading brand" development goals was established, which was not satisfied with big three kinds of tobacco and four cigarette market. It’s a key to the upgrading of product structure in the new two class tobacco market.Taking the new two class of Baisha brand marketing strategy as the object of study, the paper made the brand marketing concept and method into the new two class of Baisha brand strategy research, by using the integrated management, sociology, marketing, brand strategy theory, and combining with the tobacco industry special background and new brand of specific circumstances, brand marketing strategy was comprehensive explored and Summarized. And the integration strategy in new brand positioning, brand communication, brand marketing, brand management and brand marketing was elaborated. Firstly, the internal and external environment iin new class two was analyzed, the brand value and the development of facing competition were researched. The existing problems were found out. And then, on the basis of the the4P marketing theory, through the new two class plan from product, price, channel, promotion and implementation, the developping marketing strategies was figured out. Finally, the guarantee measures were put forward from implement supporting mechanism, establish the cigarette marketing network, to carry out marketing innovation activity, strengthen sale team construction and other aspects.Through the marketing strategy and the strategy research, brand strategy research could be enriched and deepened. By use of brand marketing’s basic theory, methods, combine with the cigarette market competition characteristic, make and carry out the tobacco enterprise brand development strategy, which can effectively guide, promote tobacco brand management and to accelerate tobacco brands building to provide theory and practice reference.