Research On The Strategy Of "Yuxi" Cigarett E Brand Equity Promotion

China's tobacco industry is one of the industries that contribute the most revenue to the country and occupies a very important position in the national economy.In recent years,with the promotion of the market-oriented reform of the tobacco industry,the continuous implementation of the development strategy of "big market,big enterprise and big brand" has promoted the expansion of the scale and structural optimization and upgrading of key brands in the tobacco industry.Brand competition is becoming increasingly fierce.As the basis of keeping competitive advantage and gaining long-term profits,brand equity plays an increasingly important role in enhancing brand competitiveness.As a pillar brand of Hongta Group and a representative brand of Yunnan tobacco industry,"Yuxi" brand has experienced considerable fluctuations in its development in recent years.It is urgent to find a way to improve its brand asset value through the study of the asset value of Yuxi brand,so as to enhance its brand competitiveness in order to reverse the unfavorable situation of weak rebound after the sharp decline in sales.Based on the analysis of the overall performance of the "Yuxi" brand in the national market,and the selection of Kunming as a typical market,this paper analyzes the market position of "Yuxi" brand in Kunming market from the perspectives of sales volume,sales amount,market share and brand structure,and then clarifies the market competition situation of "Yuxi" brand through Michael Porter's Five Forces Model.Then,using the BAV brand equity evaluation model to evaluate the brand equity of "Yuxi" brand and its main competing brands,a brand strength Matrix is obtained todiagnose the current situation of brand equity value and the development stage of“Yuxi” Brand.And the impact of various dimensions of brand equity on consumer brand propensity was studied.According to the research results,this paper puts forward the strategies and concrete measures of "Yuxi" brand equity value promotion from four dimensions of brand esteem,relevance,knowledge and differentiation.Through the analysis and research of this paper,I hope to provide positive reference for the brand construction and asset value' promotion of "Yuxi" brand in the national market,and also hope to provide useful enlightenment for the choice of brand asset value promotion strategies of other cigarette brands.