Research On Branding Strategy Of Class â…¡ Cigarette Brand Based On Precise Marketing

At present,the economy of our country is transforming from a rapid development period to a period of steadily development, and also facing the high pressure of the declining of macroeconomic condition. After ten years of rapid development, our industry is now mainly facing four challenges,such as the declining of the growth rate, the increase of the business inventories,the narrowing of the space structure and the approximation of demanding inflection point. Under the high pressure of ’the approximation of demanding inflection point’, the development of tobacco industry is much harder to continue to depend on denotation expansion. Stick to the traditional marketing mode and rely on Yunnan’s existing traditional tobacco brand and the advantage of tobacco leaf’s raw material’s high-quality to occupy the domestic and foreign markets, the development of the tobacco industry is facing many difficulties and challenges. Especially under the background that Yunnan tobacco industry is now the mainstay industry of Yunnan economic development,and also Kunming tobacco company occupies a favorable geographical position of the capital city of the province, therefore, it is particularly important to study the strategy of cultivating the cigarette brands and explore an effective marketing mode.This thesis is based on the precision marketing of specific connotation of cigarette. According to the characteristics of Kunming cigarette market, we study on two categories of cigarette’s brand cultivation system related to the theme of’the precisely subdivide of market, the accurately information collection, the accuracy of the demand forecasting, carefully organized the source of goods, put goods on the market accurately,exquisite the service and brand and consummate safeguard measures.’Through the discussion of this article,starting from the level of the municipal-scale tobacco commercial enterprise,main status of market should be highlighted, the work of precision marketing should not only limited to specific brand, special specifications,but also focus on the whole process, full coverage and the true demand of the market.On the basis of this two categories of cigarette’s brand can be better guided and cultivated.Taking Kunming tobacco company’s two categories of cigarette’s brand cultivation as an example,by using the mode of accurate marketing,the tobacco commercial enterprise can easily put superior resources together, and carry out the cigarette brand marketing more efficiently, and also the problem that the market share is seriously low,lacking of a leading brand and price distribution is not reasonable,can be effectively solved.