Research On Regional Brand Cultivation Strategy Of SK Tobacco Company

In recent years,with the supply side reform of the tobacco industry and the clearing of inventory,the national cigarette sales have generally declined,and the industry has entered an adjustment period,in the face of a grim situation,domestic tobacco companies have always strengthened their development strategies of “big brands,big markets,big enterprises”,we have accelerated the reform of technological innovation and used “Internet +”,“Big Data” and “Intelligent Manufacturing” to realize the technological reform of relocating and the construction of brand information platform,and actively respond to the impact of well-known foreign cigarette brands.As the only tobacco industry enterprise in Shanxi Province,SK Company will respond to the new situation of the tobacco industry after enjoying the dividend brought by the joint restructuring,break through the constraints of the cooperative brand on its brand strategy management,strengthen the cultivation of key independent brands,and renovate the return of the local old brand,whether it is the improvement of the future economic benefits of SK,or the sustainable development of the Shanxi tobacco industry has important practical guiding significance.This paper starts with the status quo of SK company's own brand cultivation,introduces the organization structure and management situation of SK company,and analyzes SK brand product line,sales situation,competition pattern and market positioning.On this basis,the internal and external environment cultivated by SK's own brand was analyzed,and the advantages and disadvantages of brand cultivation were put forward.Then use marketing,consumer buying behavior theory,brand cultivation theory,from the "tobacco + Fenjiu","tobacco + private" and "tobacco + tourism" three cross-border cooperation models,SK company's own brand "Ziqidonglai "and Wutaishan" proposed a breeding program.Finally,in response to SK's own brand cultivation plan,we will increase government support and improve the competitiveness of independent brands;optimize organizational structure and enhance brand strategic management capabilities;strengthen brand culture penetration,accelerate marketing transformation and upgrading;do well in category management,optimize structure of cigarette products;pay attention to technological innovation,ensure product quality;improve internal management,activate team vitality;attach importance to personnel training,establish effective incentive mechanism;establish brand information management system,promote big data intelligent management,etc.,put forward implementation and safeguard measures.