Research On Marketing Strategy Of "Chang Bai Shan" Cigarette Brand Of Jilin Tobacco Industry

In order to meet the challenge of international tobacco giants after our entry into WTO,tobacco industry in China improves operation efficiency and industry concentration by using program management and market regulation making the competition between cigarette industrial companies increasingly fierce.To obtain the competitive advantage,cigarette industrial companies decide to merge with,rebuild,expand the scale of production and marketing and cultivate national brand etc..The cigarette brand marketing plays an important role in the survival and development of companies.Jilin Tobacco Industry Co.,Ltd(short for Jilin Tobacco Industry)was formed in 2006 by the combination of two cigarette industrial companies located in Yanji and Changchun.The company launched a series of flue-cured and low tar type cigarette brand "Chang Bai Shan" based on preferential policies of ethnic minority areas and advantages in technological innovation.The brand marketing is not only related with conversion of innovation advantage of science and technology into market advantage,but more related to whether the company can maintain the trend of rapid development and build an independent provincial tobacco company successfully or not.The paper studies the existing problems in brand marketing "Chang Bai Shan" and its reasons and analyzes internal and external environment of the company systematically through PEST model,Potter's five forces model.It assesses the advantages,weaknesses,opportunities available and threats by the use of SWOT,examine the alternative of marketing strategies.Also the thesis evaluates and formulates corresponding marketing combination which suits the enterprise strategy development by means of STP and 4Ps theories.Based on the above-mentioned research,this paper draws the following conclusion:First,there are problems in "Chang Bai Shan" cigarette brand of Jilin Tobacco Industry such as too regionalization,slow growth of high-end products sales,too simplification of featured products.Two major reasons,external and internal,lead to this.The external influence comes from the restrictions of Framework Convention on tobacco industry,industry system,deep-seated contradictions the taxation system and industry competition and so on;the internal influence is characterized by fuzzy marketing strategy,incomplete brand management,lack of integrating marketing concept and low quality of employees.Secondly,other macro circumstances factors including economy,politics,technology,humanities promote the development of "Chang Bai Shan" cigarette brand.From the perspective of the micro circumstances,the fierce market competition within tobacco industry affects its development.As for the resources and ability,the company has advantage of favorable policy and technology competition.Therefore,the company can take advantage of strong points,overcome weakness in management,employ chances of industry adjustment and diffuse threat within tobacco industry.Thirdly,Jilin tobacco industry should expand target market positioning low-tar,flue-cured and mid-range priced cigarette mainly in Jinlin Province and then northeastern and north China.Increase investment in research and upgrading mid-range products,improve brand core value and transform existing product line.The company can enhance its competitiveness by cutting prices,adjusting product series,coupling marketing,building terminal outlet and advertising.Finally,various measures should be taken to build organization and team,monitor and control the development to implement marketing strategy successfully.