Research On Marketing Strategy Of Jilin Tobacco Industry Company Xinjing Cigarette

China is the world's largest producer of tobacco and the world's largest consumer market for tobacco products.Although tobacco belongs to the state monopoly industry,it still faces the market competition from foreign tobacco groups.At the same time,the domestic cigarette sales market competition is fierce,each cigarette industry enterprises are constantly launching new products to seize market share,while the original classic products for effective market maintenance to maintain market share.In the current market environment,tobacco industry enterprises can only make innovative and effective marketing within the scope allowed by laws and regulations,and strive for the success of new cigarette sales to be recognized by the market.Jilin tobacco industry co.,ltd.launched its new "mood" cigarette in September 2019,which is a kind of mid-price cigarette.In the new product launch and cultivation stage,in-depth analysis is needed to better understand the market to adapt to the market environment.Focusing on the marketing strategy of "mood" cigarettes,this paper discusses the feasibility of diversification of tobacco sales within the scope permitted by laws,regulations and policies.Cigarette sales are not only affected by the market environment,but also by the changes in policies and regulations.Under this background,this paper studies the marketing strategy of "mood" cigarette of jilin tobacco industry company,which is divided into four parts.The first part introduces the research background and significance.In the second part,based on the introduction of the development status of jilin tobacco industry co.,LTD.,the author analyzes the problems such as inaccurate consumer positioning,insufficient market supply,insufficient demand in time,resulting in premium of products and insufficient popularity of new products,and analyzes the causes of the problems.The third part studies the marketing environment of "mood" cigarette of jilin tobacco industry company.The macro environment of tobacco industry is analyzed by analyzing the political and legal environment,economic environment,social and cultural environment and technological environment of tobacco industry.The internal environment of jilin tobacco industry co.,ltd.was deeply analyzed in terms of microenvironment,and the competition between consumers and tobacco industry was analyzed.Using the SWOT analysis method on the basis of macro and micro marketing environment analysis of "mood" cigarette marketing strengths,weaknesses,opportunities and threats are analyzed,the analysis results show that jilin tobacco industry company's existing product development and design,a variety of marketing activities,marketing team and after-sales service,etc,have certain advantages.The fourth part combines the characteristics of industry development and the advantages of enterprises to obtain consumer-oriented product strategy,price strategy in line with the customer's psychological expectations,one-stop channel strategy,digital marketing platform construction and other marketing strategies.This paper puts forward the guarantee measures of organization system guarantee,marketing team guarantee and implementation technology guarantee for jilin tobacco industry company's "mood" cigarette marketing strategy.It is hoped that the marketing strategy derived from the study of jilin tobacco industry company's "mood" cigarettes can play a guiding role in the marketing of "mood" cigarettes,so that "mood" cigarettes can be recognized by the market and promote the brand development of jilin tobacco industry company.