Research On Marketing Strategy Of "Kuanzhai" Brand Cigarettes In Yibin Area

Since the establishment of the “ Kuanzhai ” brand five years ago,sales volume,brand impact and profit contribution of rapid progress,internal break the Sichuan Tobacco brand pattern.However,due to the China Tobacco “136”and “345”brand strategy requirements,the total cigarette volume plan continued to be stable,tobacco control organization constraints three factors,“Kuanzhai”brand to become bigger and stronger competition,more difficulties.At this stage,Sichuan Zhongyan showed in 2016 to create a “Kuanzhai”and style series of Shinkawa tobacco rapid development,before the Old Lady River Tobacco languish situation.At the same time,the world show structure is too low,the style series is developing rapidly,but compared with “Wide and narrow”,the sales amount is low and the potential is insufficient,the old version of Jiaozi Specification statement is not good,therefore,the maintenance and development of the existing “Wide and narrow”brand marketing fruits,for the high-quality development of Sichuan Tobacco is particularly critical.In this paper,Yibin Tobacco Company(Yibin Company)as an example,divided into three steps to elaborate,first of all,to collect domestic and foreign cigarette marketing research survey,to marketing,consumer behavior and Statistics as theoretical support,the research direction and method of this paper are preliminarily determined.Secondly,carry out the internal and external environment of “Kuanzhai”brand marketing,the SWOT analysis and market research analysis of “Kuanzhai”brand Yibin market,and find out the problems such as weak market foundation,imbalance between product supply and demand,and broad publicity channels,etc.,and Use SWOT strategy,STP target market positioning and analysis and“3P + s”strategy to propose the broad and narrow brand Yibin marketing strategy.Finally,in order to accelerate the successful implementation of marketing strategy,three consolidation measures are put forward,one is to strengthen the analysis of information technology,the other is to strengthen the construction of training system,and the third is to formulate target control plan.Through this research,we will explore the development of “Kuanzhai”brand in Yibin,continue and optimize the useful development experience in the early stage,solve the problems in the development,and continue to strengthen the brand,promoting the “Wide and narrow”brand and the high-quality development of tobacco marketing in Yibin.