Marketing Strategy Optimization For Taishan Brand Cigarette Of JN Tobacco Company

With the rapid development of my country's economy,the awakening of public health awareness,and the increasingly severe situation of international and domestic tobacco control compliance,the domestic cigarette consumer group has been shrinking year by year.Coupled with the increasing impact of the international cooperative operation of large multinational tobacco groups on China's traditional tobacco industry,the development problems exposed by the Chinese tobacco industry under long-term policy-based legal monopoly have become increasingly prominent.Under the above-mentioned background,if JN Tobacco wants to seek its own reform and achieve transformation and upgrading,it must release the dividends of optimized marketing strategies and lean management methods.But the reality is that there are many problems in the marketing strategy of the "Taishan" brand,which directly leads to a great discount on the brand's core competitiveness.By analyzing the marketing environment and status quo of the "Taishan" brand of JN Tobacco Company,the paper finds out three major problems in the marketing strategy of the "Taishan" brand.First,as a local cigarette brand,the "Taishan" brand is not highly recognizable,and it is difficult to compete with major brands such as Zhonghua,Furongwang,Liqun,Huanghelou,Huangshan,etc.,and its local consumer market share is not high;second,local cigarettes Consumer market research data lacks quantitative analysis and processing,and it is difficult to make scientific research and judgments on changes in consumer group behavior,which in turn leads to blurring the boundaries of cigarette consumption target markets and affects the marketability of products;third,brand personalized recommendation strategies lack quantitative guidance,which is difficult To develop effective promotional strategies for different marketable groups.In response to the above problems,this article is based on the cigarette brand marketing strategy and the related theories of marketing strategy,taking JN Tobacco's "Taishan" brand marketing status as an analysis sample,using literature comparative analysis,market questionnaire research,and a combination of qualitative and quantitative The research method of "Taishan" brand marketing strategy is optimized.Aiming at the problem of low brand recognition,a quantitative analysis of the factors affecting the recognition of "Taishan" was carried out,and a brand integration strategy was proposed to enhance the competitiveness of the "Taishan" brand.The optimization design provides a way to improve the competitiveness of the "Taishan" brand.A very useful idea;for the problem of blurring the boundaries of the target market segmentation,the analysis of market research questionnaire data uses multiple linear regression analysis to effectively predict the trend of consumer behavior changes for subsequent companies,so as to clearly define the boundaries of the target market and formulate An effective market positioning strategy provides strong theoretical support;finally,the RFM analysis model is used to conduct market acquisition response analysis to integrate market segments and re-optimize the personalized promotion strategy of the "Taishan" brand.The research conclusions show that by optimizing the brand recognition of the "Taishan" brand cigarette marketing strategy,the quantitative definition of the cigarette consumption target market segmentation,and the personalized brand promotion strategy,the optimization of the "Taishan" brand marketing strategy can be achieved.The purpose of the design is to allow local tobacco commercial enterprises to create new cigarette consumption trends.