Research On Brand Management Of Yuxi Cigarette

After the implementation of the policy of "increasing tax price" in 2015,The Yuxi brand missed the opportunity of development,and the sales volume dropped sharply.Many problems that had been ignored in the past were also exposed.Therefore,the Yuxi brand urgently needs effective brand management.The purpose of this paper is to analyze the current status and environment of Yuxi brand management by using brand management theory and relevant analysis methods,and put forward improvement ideas.In this paper,the concept of brand and brand management related theories are studied.Then specific analysis is made on the macro environment and competitive situation of Yuxi brand,SWOT analysis is made on Yuxi brand,and the advantages,disadvantages,opportunities and risks faced by Yuxi brand are summarized one by one.On the basis of the above analysis,hongta Group and Yuxi brand are introduced in detail,and the advantages and disadvantages of Hongta Group and the three brand architectures of the group are analyzed,as well as the sales situation and product structure of Yuxi brand.The existing problems in yuxi brand management are analyzed,such as unclear brand positioning,lack of brand equity management and disordered brand marketing mix.Based on the above analysis and combined with brand management theories,this paper proposes yuxi cigarette brand management strategies from three aspects: brand positioning,brand image and brand marketing.In terms of brand positioning,Yuxi should conduct multi-dimensional segmentation of the market,and it is suggested to select four markets as the target market,namely,the young group preferred by Incense,the young group preferred by incense,the middle-aged group preferred by incense,and the middle-aged group preferred by incense,and then conduct brand positioning according to market characteristics.In terms of brand image power,Yuxi should continue to carry forward the flavor advantage of "Benxiang" and increase brand equity by improving brand quality,clarifying brand image,creating environment and holding various activities from three aspects of brand image,brand loyalty and brand reputation.In terms of brand marketing,Yuxi brand should start from product and price,channel and communication,and reorganize product line and integrate internal and external relations according to the idea of "maintaining stability at the bottom,expanding in the middle and improving at the top".Due to the lack of research on brand management in the industry,yuxi brand management research is even more insufficient,so I hope this paper can provide some ideas for brand management in the industry,and provide some thoughts for the development direction of "big brands,big markets and big enterprises" in the industry.