Research On Heilongjiang Tabacco Industry Company’s Own Brand Cigatette Promotion Strategy

After more than ten years of rapid development from 2000 to 2015,the development of Chinese cigarette brands have been affected by many external environmental factors,such as profound adjustment of the national economy,the pace of tobacco brand expansion has slowed down due to the profound adjustment of the national economy,strengthening external environmental impacts such as tobacco control and enforcement agreements and limited brand communication channels.As of the end of 2018,the Chinese cigarette market is selling more than 1,400 specifications,including many new cigarettes and innovative products.The competition between cigarette brands is fierce.In recent years,Heilongjiang Tobacco Industry Company’s private brand cigarettes have been developing well both in terms of the one-way structure of cigarettes and the scale of cigarette sales.However,due to the strong comprehensive strength of domestic famous and high-quality cigarettes,more products of the same value,the gradual adjustment of the development strategy of private brands,the initial appearance of the brand pattern of middle and high-end cigarettes,and the guarantee of stable cooperative production,and other internal reasons.If we want to break the obvious regional characteristics and go to the whole country and join the ranks of key national cigarette brands,we must strengthen the efforts to cultivate our own brands.In addition to improving the quality of its own products,the development of promotion strategies is also important to increase brand awareness and drive the growth of corporate economic efficiency.So this is also the significance of this study.This paper takes "Heilongjiang Tobacco Industry Company’s own brand cigarette promotion strategy research" as the topic.In the process of research,in order to ensure the rigorousness of logic,the author writes according to the thinking of analyzing the current situation,putting forward problems,analyzing problems and solving problems.Through the multi-dimensional analysis of the company’s own situation,self-owned brand market performance,and promotion effect survey,the three problems of promotion,including promotion channels,promotion methods,and promotion personnel are proposed.Then,according to the causes of the problems in-depth excavation,the corresponding solutions are put forward from the aspects of brand management,formulation of targeted promotion objectives,innovation,and development of promotion channels,etc.To formulate a systematic and detailed strategy for the promotion of private brands that cater to consumer wishes,conform to product characteristics.In the research content,when formulating the promotion strategy,the author specially formulates the internal promotion plan for a large number of employees and radiation population within the enterprise,which is the innovation of this paper.Finally,a series of guarantee measures such as enterprise management,product design,product quality,personnel training,and financial support are adopted to ensure the effective implementation of the promotion strategy.