Tobacco Taishan Confucianism And Fine Branch Product Marketing Project Management Research

Since 2017,in the economic downturn,cigarettes,tax and tax control under the triple pressure,the tobacco industry firmly promote the structural reform,strengthen the cultivation of fine cigarettes brand is inevitable.First-line marketing staff should be to promote fine cigarettes,and as the focus of harm reduction and improve the structure of the core work,increase brand promotion efforts,thereby increasing the pace of fine cigarette cultivation.In the domestic and foreign research on the process management of the fine cigarette market promotion project,the brand promotion of this marketing problem into the project management areas,the existing domestic works are not many.In the process analysis content,most of the strategic environment,mechanism system and other issues on the discussion,and on the marketing staff in the process of branding to guide the technical methods rarely.In this paper,Taishan rufeng cigarettes brand as the object of study,its promotion process to identify,evaluate and respond to,in the process of taking into account the macro strategy and micro-tactical analysis,taking into account the management theory and marketing theory,the maximum to ensure that the process Norms,to ensure that the brand take root market.At the same time for other similar project marketing personnel to provide reference and reference.First of all,this paper elaborates the theoretical knowledge of project management,project process management and product marketing project management,and lays the theoretical foundation.Secondly,the general situation,background,significance and goal of brand promotion project Further explanation.Thirdly,on the basis of market research and retail terminal research,based on the analytic hierarchy process,Gantt chart,market positioning theory,multiple attribute attitude model,brand positioning ratio map,the main indicators of various brand market conditions,marketing 4R and other theoretical methods This paper discusses the basic situation of the division of labor and the allocation of resources in the stage of brand promotion project,discusses the market positioning choice of differentiated cigarettes,and discusses the key points of the project planning stage,explains the construction of the database system,and clarifies the inventory The paper puts forward the key points of the project implementation stage,uses the analytic hierarchy process(AHP)to interpret the work of brand promotion and selection,and the marketing personnel in the project promotion process The paper discusses the two aspects of the project post-evaluation work at the end of the cigarette brand promotion project and discusses how to guarantee the operating profit of the retail customers.Finally,on the basis of analyzing the relevant theories and examples,the research results of the article are summarized and forecasted.