Research On The Promotion Strategy Of Changbaishan Cigarette Brand Of Jilin Tobacco Industry Co.,Ltd

Changbaishan brand cigarette is one of the 30 key cigarette brands in China.It is the pioneer of Chinese low tar cigarette in domestic tobacco industry,the honorary product of Jilin Tobacco Industry Co.,Ltd.,and the representative product of northeast cigarette.However,for many years,the sales structure of Changbaishan brand cigarettes has always been at the end of the industry.In 2020,the proportion of first-class cigarettes only accounts for 3% of the total sales,which is far lower than the average level of 30% of the first-class cigarettes in the domestic tobacco industry.The single box wholesale sales structure is 31.7% lower than the average level of the domestic tobacco industry,the brand promotion of Changbaishan cigarette is a problem that Jilin Tobacco Industry Co.,Ltd.This paper analyzes the current situation of the domestic tobacco industry and the operation of Jilin Tobacco Industry Co.,Ltd.to explore the direction and strategy of Changbaishan cigarette brand promotion,to help enterprises achieve high-quality development.Based on the sales data of the domestic tobacco industry in recent years,this paper analyzes the policy environment,new product market cultivation and regional development status of the domestic tobacco industry,and forecasts the development trend of the domestic tobacco industry from the macro and micro perspectives.It is believed that the domestic tobacco industry will be in the situation of "basically stable total sales and steadily improved sales structure" in the next few years.Combined with the current situation of Jilin Tobacco Industry Co.,Ltd.,Changbaishan brand cigarette sales,product characteristics,market status,summed up the consumer demand,put forward the strategy and method of brand promotion.According to the analysis,the development problems of Changbaishan brand cigarettes are as follows: first,the brand image has always been in the market cognition of "good quality and low price",and the high price cigarettes launched for many years have not made a substantial breakthrough,so it is urgent to have innovative sub brands to enhance the brand image and brand value;Second,the main market of Changbaishan brand cigarettes is concentrated in the northern region,where the cigarette consumption structure is at the end of the country,which directly limits the structural improvement of Changbaishan brand cigarettes;Third,the overall policy orientation of the industry is not conducive to the development of regional cigarette brands such as Changbai Mountain.Through this study,it is considered that in the domestic "stock segmentation" cigarette market environment,the brand promotion strategy of Changbaishan cigarette should be carried out from the following aspects:(1)launch high-end sub brand "ginseng cigarette",and shape the high-end brand image of "ginseng flavor" cigarette with the help of national recognition of ginseng culture.(2)In the form of innovative elements such as medium and small branch box,pop bead and sweet mouth,highlight the selling points of products,and launch a series of products.(3)In the northern market of Changbaishan brand cigarettes,the gift attribute of "ginseng cigarette" is shaped.In the southern market represented by Yangtze River Delta,Pearl River Delta and southwest region,the introduction and cultivation of "ginseng cigarette" fills the gap of Jilin Tobacco Industry Co.,Ltd.in these markets.(4)We should build the post marketing system of cigarette sales,effectively solve the problems encountered by consumers and terminal retailers in the process of consumption and operation,and enhance consumer loyalty and brand image.