Research On Marketing Strategy Of H Cigarette Factory's Own Brand

The "China Tobacco Control Plan(2012-2015)" issued by eight ministries and commissions including the Ministry of Industry and Information Technology in December 2012 decided that tobacco control will become an important public policy that my country has adhered to for a long time.In the face of increasingly severe domestic tobacco control policies and the wave of smoking bans,some tobacco companies have relied on existing customers and logistics resources to transform.At present,the tobacco industry is in a period of high-quality development with total volume control of cigarettes and structural improvement.Chinese cigarette industry companies are facing tremendous pressure from the internal and external environments.In response to the difficulties of the reform and development of the cigarette industry and the increase in internal brand sales of enterprises Bottlenecks,traditional marketing concepts and patterns have been unable to adapt to the current developments.This article takes H cigarette factory as the research object,uses market segmentation,brand positioning,4P marketing theory,SWOT and other marketing theories and H market's own brand sales to analyze the current situation of the H cigarette factory's marketing environment and various types of cigarettes The marketing status of the city,and through the vertical analysis of the city's various types of cigarette marketing status,the horizontal analysis within its own brands and the SWOT analysis of the cigarette competition environment,combined with the H cigarette factory's marketing strategy in the political environment,the situation of industry competition,and its own Insufficient development momentum and other factors,such as slow growth in cigarette sales,difficulty in structural improvement,declining market share of private brands,uneven development of internal cigarettes,etc.;proposed in terms of product positioning,channels,promotion strategies,product mix,terminal construction,etc.Systematic optimization strategies and safeguard measures to enhance the competitiveness and market sales of its own brands as a whole.This article combines the author's work practice in H cigarette factory to carry out analysis and research.It has strong pertinence and practicality.While working hard to solve practical problems for H cigarette factory,it also hopes to provide its own products for many cigarette industrial enterprises of the same type.Valuable reference for brand marketing.