Research On The Differentiated Marketing Strategy Of Nanjing Thin Cigarettes In Huai'an

The tobacco industry in China is a special industry,the implementation of "unified leadership,vertical management,monopoly run ".China National Tobacco Corp since its establishment in 1982,the implementation of the reform and innovation of institutional mechanisms,a series of business taxes from 7 billion 500 million yuan in 1981,growth in 2017 to 11145 billion yuan,an increase of 149 times.Chinese 2017 defense budget of about 10211 yuan,the tobacco industry paid taxes,just to meet the needs of the entire defense spending.To a certain extent,the continuous and stable development of the tobacco industry has laid a solid economic guarantee for our "Strong Army" dream.After entering 2011,similar to the "new normal" of China's economy,China's tobacco industry is also facing new "four difficult problems".growth rate is down,business inventories are increasing,structure space is narrowing,and demand turning point is approaching.In May 8,2015,the implementation of the "tax valence" policy of tobacco industry.China's cigarette sales have fallen sharply,and many tobacco brands have experienced different degrees of frustration,and cigarette sales once entered the "cold winter".And in this "cold winter"' but a beautiful "spring" is unstoppable,is the rapid rise of fine cigarettes.This article takes Nanjing brand fine branch cigarette as the research object,first reviews the related theory of differential marketing,then analyzes the internal and external environment of Nanjing brand fine branch cigarette in Huaian market,analyses it with SWOT tool,and then subdivides the market of fine branch cigarette in Huaian market,and finely to Nanjing brand.Finally,the marketing strategy of Nanjing brand cigarette in Huaian was designed based on differentiated marketing theory.