Research On The Strategy Of " Hongtashan" Brand Rejuvenation

In recent years,the development of cigarette brands is changing with each passing day,brand innovations emerge in endlessly,and the competition in the cigarette market is particularly fierce.At present,the "Hongtashan" brand is facing problems such as aging image and dwarfing value.The brand needs to be changed to younger and trendy.Firstly,this paper studies brand theory,brand rejuvenation theory,brand extension and brand alliance theory,and analyzes the cases of rejuvenation transformation of well-known brands inside and outside the industry.Then PEST analysis is carried out on the macro environment of the tobacco industry.Combined with the brand development,brand status and brand classics of "Hongtashan",the marketing conditions of "Hongtashan" brand are analyzed,and it is clear that the main sticking point of "Hongtashan" brand at present is the aging of brand image.Through the market survey,it is clear that the target customer group of "Hongtashan" brand has the characteristics of "male","aging" and "blue collar".The consumer's choice intention is understood from the four major items of "brand","product" "marketing" and "another",and the survey results are tested by SPSS 22.0 statistical software.Based on the results of the market survey,the strategy of rejuvenating the "Hongtashan" brand is considered from three aspects:brand positioning,brand extension and brand alliance.In the future,the "Hongtashan" brand should enhance the brand experience of consumers through new scientific and technological means,narrow the distance with consumers through interesting content dissemination,establish a more "people-friendly" and clear brand image,and create a young,fashionable and trendy brand personality.Combining the brand tone and brand concept of the "Hongtashan",brand,we can consider extending horizontally in the direction of sports and outdoor,extending vertically in the direction of concise and light packaging vision and rich and complete product categories,and developing brand alliance from the perspective of product alliance,taste alliance and concept alliance to help "Hongtashan" brand to be younger.