The Integrated Communication Design Of Double Happiness

China is the world’s largest tobacco producer, is also the largest consumer of tobacco. But the twenty-first century, with the continuous improvement of people’s living standards, more and more conscious of the dangers of tobacco weight. I worked for Shanghai Tobacco Group, deeply appreciate the majority of the people and even groups of smokers desire to reduce the harm of tobacco products, the pursuit of healthy living. But in people’s lives a top priority-Wedding celebrations, wedding put a few packs per table festive atmosphere of hi tobacco, which is essential for a link, it is a traditional rites of the Chinese people. Therefore, to meet consumer demand, adapt to the premise of folk customs, within the framework of the law, how committed to providing relatively less harmful, to meet people, "Red overjoyed" and expect a better brand, became the now government management and control of enterprise development under the direction of tobacco.This article focus on the newly released September 2015 implementation of the "Advertising Law" spirit of the policy, with Shanghai Tobacco Group "tar harm reduction", "supply-demand" the direction of development as the core, combined with Double Happiness (hard crystal faction) low tar, festive properties to foster the transition wedding market as the starting point, in order to replace old high-tar, high hazard brand as the goal, there is a demand of the people living at the present stage in the wedding market in trying to design DHS (Form faction) the integration of communication program design, and to develop communication system and assessment strategies, hoping to provide marketing ideas of reference for the healthy development of Shanghai Tobacco Group Double Happiness (crystal faction) brand.