Study On Cultivation Strategy Of Cigarette Brand Of Mianyang Tobacco Companies

As one of the only monopolistic industries in the country,the tobacco industry plays an irreplaceable role in national taxation and economic construction.At the beginning of 2016,the State Tobacco General Administration issued the guiding opinions on Further Strengthening cigarette brand construction.Many articles mentioned "optimizing the allocation of resources,enhancing brand value,comprehensively enhancing the core competitiveness of the brand,and achieving the sustained and coordinated development of the industry brand.Strengthen the construction of brand culture and effectively transfer brand value.As a commercial company in Mianyang,Mianyang tobacco companies should closely follow the requirements of the National Tobacco regulatory directing,and further analyze the current status and problems of Mianyang tobacco companies brand cultivation.At the same time by using the theoretical system of the pan industry,with the theory of brand value,brand value chain theory,theory of brand assets,non price competition behavior theory,4R theory and integrated marketing communication theory,the establishment of "input selection evaluation" brand cultivation optimization strategy.Through the specific practices of brand value evaluation,training strategy selection and cultivation effect evaluation,we explore the new mode of brand cultivation,find the optimization method of brand cultivation in Mianyang tobacco companies,and seek a feasible way to enhance cigarette brand value.Finally settled down to cultivate suitable cigarette brands for Mianyang cigarette market,satisfy local cigarette consumption,provide sustainable development power for the company,and further contribute to local finance.