YN China Tobacco Company's Hainan Market Integrated Marketing Communication Strategy Research

In 2016,the national tobacco industry meeting pointed out that during 12 th Five-Year,the national tobacco industry achieved a total of 47680 billion yuan of industrial and commercial tax and profit,totaling 41323 billion yuan to the state finance,and the added value of the tobacco industry in Yunnan Province in Yunnan Province in 12 th Five-Year was about 888 billion yuan,accounting for 18.6% of the industry.It accounts for 13.8% of the total GDP in the province,averaging 117 billion 600 million per year.From these data,we can see that in the coming period,the leading position of tobacco in Yunnan remains unshakable.At the same time,China’s tobacco industry is facing increasingly fierce competition environment,which poses a severe test for the development of cloud production of tobacco.This paper,taking the marketing communication strategy of YN in Hainan as the research object,tries to provide feasible measures for the development of the tobacco and Hainan market in Hainan,and provides a useful reference for the research and implementation of the marketing communication strategy of the Chinese tobacco industry.This article is divided into six chapters.First,the concept and connotation of integrated marketing communication related to this study,as well as the related literature of the research on integrated marketing communication in tobacco industry both at home and abroad are systematically expounded and arranged,and the methods and ideas for this study are carried out.Secondly,the integrated marketing is introduced in China.The application and development trend of the tobacco industry,the direction of this study is clarified,and then the status and existing problems of the promotion of tobacco Hainan market in YN are narrated and analyzed.The fifth chapter,based on the analysis of the problems in the preceding chapters,makes use of the integrated marketing communication theory to formulate the integration with the tobacco and Hainan market in YN.The sixth chapter summarizes the conclusions and shortcomings of the study and prospects for further research in the future.