Research On Cigarette Brand Management Strategy Of Sichuan ZY Industrial Company

In 2016,the number of cigarette consumer groups in the world has exceeded 1.1 billion.Among them,China has the largest consumer group of cigarettes,with 350 million becoming the world’s largest consumer of tobacco and the number of smokers surpassing that of the United States.China is not only a major consumer of cigarettes,but also a major country in tobacco production and manufacturing.China Tobacco Corporation produces and manufactures more than 200 cigarette brands.For the domestic domestic market,it has already formed a buyer’s market that exceeds demand and imports tobacco.China’s sales also did not appear to be "satisfied with soil and water".The cigarette consumer market in China has evolved from the previous inventory stage to the brand stage,and it is advancing toward the famous brand strategy while being full-scale,superior in quality,and excellent in efficiency.As an important module of China Tobacco Company,Sichuan ZY Industry Co.,Ltd.is how to implement cigarette brand management,enhance brand awareness and lasting sales.This article takes "Sichuan ZY Industrial Company Cigarette Brand Management Strategy" as the research topic,summarizes the basic concepts of brand management and the theoretical research of cigarette consumer group positioning,market environment and other theoretical knowledge.Under the premise of brand management theory,comparative analysis is used.How Sichuan Chuya Brand Management achieves brand influence and visibility.In the research content,brand positioning,brand design,brand personality,brand image and brand communication are the five major areas that have a very close influence on the Sichuan Tobacco brand market share.In the specific research process,from the two different perspectives of the “characteristics of the cigarette industry” and the “brand management theory”,this article assists the research of domestically representative cigarette manufacturing and manufacturing brands “Hunan” and “Yunnan” to ensure that The comprehensiveness of the research ideas and influencing factors in this paper is more logical than at the research level.In the selection of theoretical research on cigarette brand management strategy,this article innovatively puts forward two levels and five parts of brand management construction.These two new theoretical contents serve as the variable research content of this article.The article not only studies existing brands.It also has a more specific analysis of the introduction of new cigarette brands,making the research of the paper has a leading representative for a period of time.What is important is that the research content is not limited to local brand management knowledge,but also includes the analysis and discussion of the macro-environment,making the research results fall into both the brand research and the market environment.On the basis of its conclusions,it proposes corresponding targeted measures and recommendations for the formulation of cigarette brand management strategies in the future,and has good practical guidance.