Research On The Marketing Strategy Improvement Of Changbai Mountain(Red) Brand Cigarettes In Changchun

In recent years,the tobacco industry has maintained a rapid growth rate,but affected by the economic downturn,cigarette tax effects,some local tobacco control over valence pressures,profound changes have taken place in the relationship between supply and demand of cigarette.While the demand side consumption is shrinking,and the total amount of cigarettes has changed from "slightly tight balance" to "supply exceeds demand".According to the relevant market survey,at the same time as the impact of macro downtown pressure on the economy increase and the relevant policies and measures to gradually appear,the cigarette market gradually return to rational consumption,public consumption,holiday gifts,wedding consumption continued to decline,high-end and low-end cigarette rational regression of cigarette consumption upgrade "two trends" gradually,the structure of cigarette sales growth has slowed.In this paper,Changbaishan(red)from 2011 to 2016 brand sales decline in recent years as samples,through the domestic and foreign journals and published papers,combined with the existing Changchun market marketing model,the brand building analysis,4P,SWOT,PEST,Potter five force analysis,research in Changbaishan(red)is the brand competition from the "incremental share" into "the stock segmentation,products from the" expansion of competition "to" squeeze competition ",the shift in the trend appears between industrial enterprises,market competition is more intense,leading to national policy factors affecting the sales environment increasingly severe internal and external of the show sales,product,pricing,promotion,channel problems,analyze the causes and explore potential opportunities.At the same time combined with the market demand for consumer research,Changbaishan(red)improved the brand marketing of products,channel,promotion,price and other aspects of policy recommendations,and expounds the safeguard measures required for the implementation of the strategy of personnel,system,material aspects.In this paper,the brand of Changbai Mountain(Hong)brand is systematically analyzed,and the product positioning strategy,price strategy,channel strategy and promotion strategy suggestion of the brand are increasingly enriched and homogenized.This product gives more choice in dealing with the customer,product price plan,production plan,channel is single,promotion is limited,the extensive mode of marketing,brand strategy needed to better transfer to the consumer terminal personnel,material and system of protection recommendations.Through carding and strategic adjustment,the brand will finally achieve the brand layout of "big market,big brand and big business" proposed by the National Bureau of tobacco industry.