Study On The Evaluation Of Competitiveness Of Chinese Cigarette Brand Based On CFCS-TOPSIS Model

In the current slowdown in cigarette sales growth,accelerate the pace of adjustment of cigarette product structure and improve the competitiveness of cigarette brands in order to ensure the steady improvement in the development of tobacco smoke,but also to ensure sustained and stable growth of cigarette industry profits.In this article scrap,the competitiveness of China's cigarette brand at the present stage as the object of study,mainly to solve two problems: First,the concept of cigarette brand competitiveness and its extension of the definition of the problem.Second,the new normal,the development of quality and market competition as the guide,the domestic cigarette industry needs to undergo a new round of reform and re-shuffle,then the different cigarette brands in the domestic cigarette industry in what position? If the competitiveness of the market to guide the different brands of cigarettes need a set of scientific evaluation system,including the evaluation index system,evaluation methods,and so no one has done a similar study.Finally,at this stage,if the effective improvement of China's cigarette brand market competitiveness,is the stage of China's cigarette industry must face a problem.Through the research,this paper draws the following conclusions: First of all,based on CSCF-TOPSIS model of cigarette brand competitiveness evaluation and sequencing results show.First of all,China,Furong Wang and Baisha brand competitiveness is relatively high,ranked in the top three,the Chinese brand in the cigarette brand capacity,brand management capabilities and brand market ability of three points are relatively high,especially its brand management and Brand market ability is far superior to other cigarette brands in two aspects.Furong Wang,Baisha these two brands of cigarettes in the competitiveness of the second and third,compared with other cigarette brands,the two brands are also a comprehensive and balanced brand.Hibiscus Wang in the brand base capacity even more than the Chinese,but its brand market capacity and the gap between China.Second,China's cigarette brand base capacity is generally relatively high,and most of the cigarette brand market ability is relatively low,which led to part of the cigarette brand's competitiveness is not high.Secondly,this paper puts forward the countermeasures and suggestions to enhance the competitiveness of cigarette brand in China from the aspects of strengthening the market management of cigarette brand,actively implementing the brand-oriented differentiation strategy,strengthening the tobacco industry and enhancing tobacco brand marketing.