A Survey Of SC Cigar Factory's Handmade Custom Cigar Brand Strategy

In recent years,the development of China's tobacco industry is stable,both the output and sales are growing,and it has been a large taxpayer for many years.China's tobacco industry has been taking three major strategic objectives,namely,large enterprises,big brands and large markets.With the development of economic globalization,brand has become the main force in the tobacco market.Therefore,the adoption of brand marketing strategy is also the development direction of the current tobacco industry.Cigars are the aristocrats of tobacco.Domestic cigars are not well-known.At present,Cuban cigars are the most famous.Therefore,the domestic cigar market is constantly compressed by foreign cigars,and the development space becomes smaller.There are 350 million smokers in China,but only 3% of them have the experience of cigar.However,according to the market share of foreign countries,there is a large space for development.For SC company,it focuses on creating Chinese cigars and striving for world-class cigars.SC cigar adopts the brand strategy,improves the brand competitiveness by hand customizing cigar products,and creates a well-known domestic cigar brand.Therefore,it is particularly important to establish brand awareness,determine brand strategy and formulate strategy implementation.This paper studies the brand strategy of SC company's hand-made cigar.Based on the analysis of the internal and external environment of the hand-made cigar of SC company,the paper designs the index system,collects data by questionnaire survey,and evaluates the competitiveness of SC company's hand-made cigar brand by using AHP and fuzzy comprehensive evaluation method.On the basis of competitiveness evaluation,this paper analyzes the problems existing in SC company's hand-made cigar brand strategy,and puts forward suggestions for improvement.The conclusions of this paper are as follows:(1)from the macro environment,with the basic situation of the domestic economy improving,the high-end consumption level of domestic residents is gradually rising,and the market scale of hand-made cigars is also gradually increasing.In terms of policy,the State Tobacco Monopoly Bureau has successively issued relevant policies to support the development of cigar industry,which has clear supporting policies for cigar industrial production,commercial sales and assessment system.Therefore,the policy environment for domestic cigars is relatively favorable.In the industry,the market competition of hand-made cigars is gradually increasing.Domestic and foreign large-scale tobacco manufacturers have begun to enter the market of hand-made cigars,and the competition presents an incentive state.From the inside of SC cigar,SC hand-made cigar has a high market share in China,and has formed different brand series.However,under the challenge of many brands,it is necessary to further enhance the brand awareness.(2)From the result of fuzzy comprehensive evaluation,the score of basic ability evaluation is 62.2,the score of brand management ability is 58.52,the score of brand market ability is 70.13,and the overall score is 63.06.From the evaluation score of each specific index,the score of information technology ability,brand communication,brand operation and other indicators is relatively low.(3)This paper proposes to improve the competitiveness of SC company's hand-made cigars from the aspects of improving the basic capacity building,strengthening the brand management ability and enhancing the brand market capacity,and guarantee from the aspects of human resources,corporate culture and organizational structure.This study is conducive to the further improvement of SC company's hand-made cigar brand strategy,and also provides a reference for other similar cigar brands.