Study On Brand Marketing Strategy Of Golden Leaf Cigarette Based On Brand Value Enhancing

China is the world's largest tobacco producer and consumer.However,the large market faces many problems,such as un-unified brand specifications,little brand influence,scatted brand market structure,and etc.These problems make Chinese cigarette brands less competitive in the international market.With wide application of economic globalization,some foreign tobacco companies begin to gain shares in Chinese market.The proposal of the strategy “The Belt and Road” accelerates the marketization process of the tobacco industry and quickens tobacco market opening and expansion.Under this background,competition among domestic cigarette brands becomes fiercer.Cigarette enterprises are paying more and more attention to their brand value.All cigarette enterprises are striving to enhance their brand awareness and improve brand value to break free from the current situation of brand homogeneity to rise to the internal and external challenges.At present,most cigarette brand studies are centered on the overall brand strategy from a macroscopic perspective.There are a few brand marketing strategy studies on the brand value impact and on how to improve the brand value.In addition,most studies are decontextualized.There are a lack of specific case studies and few studies on how to improve awareness of a certain brand in a market segment.Therefore,the current studies provide little guidance.This article selects the Golden Leaf cigarette brand as the research object.The Golden Leaf cigarette brand is the founder of flavor-type cigarettes.Although the brand is listed in China's "double tenth five" brand series,it still cannot compete with famous high-end Chinese cigarette brands,such as Zhonghua and Huanghelou in brand value.Especially in markets outside the province,there is still room in the brand promotion,publicity,and recognition.This article uses many research methods including the literature research,comparative research,qualitative and quantitative analysis methods.It first sums up the eight factors that may affect the cigarette brand value.Then,this article expounds the current status of the Gold Leaf cigarette brand in A cigarette market.Finally,the article analyzes the problems the brand currently faces as well as the causes.Based on the study,the article makes the following conclusion: the Golden Leaf cigarette brand faces the problems of low market share,unreasonable product structure,insufficient brand promotion,and defective brand maintenance system,etc.Based on detailed analysis of the brand marketing environment in A market,the article puts forward a series of marketing strategies for brand value enhancing in accordance with the brand development trend and provides some ideas on how improve the market competitiveness of the Golden Leaf cigarette brand.It is hoped that the suggestions will apply to marketing strategy selection of other cigarette brands in A market.