Cigarette Commercial Enterprise Brand Marketing Research

By the market competition, policy guidance and macro-control of the comprehensive role, cigarette brand quantity has streamlined compression, brand concentration continued to increase, the domestic tobacco enterprises, profit ability, Chinese tobacco is much higher than that of the transnational tobacco companies, but this is the monopoly system and relatively low tax burden level is premise. China future market has great potential of cigarette, cigarette marketing work is great. Accelerate the construction of the advanced marketing mode, marketing methods and marketing methods of consumer-oriented marketing system, realizes from the traditional business to a modern circulation of fundamental change, asks us to cultivate famous brand as the first priority.Tobacco commercial enterprise brand is the centralized reflection of the competition ability, also optimize the allocation of resources, promote the reasonable flow of production factors and the effective carrier. Especially in the removal of tobacco monopoly system in the future, whether to do brand marketing is a business enterprise can occupy the market the decisive factor, is also a business enterprise competitiveness.At present, commercial enterprise brand marketing focusing on cultivating the national famous brand, the purpose is through a period of continued to build the Chinese tobacco further lay a solid foundation, further strengthen the industry competition actual strength, for the future of the market competition and the internationalization competition ready. Commercial enterprises to overcome in the brand planning, brand experience level and the brand management level problems, analyze the causes, make overall planning, grasp the focus of regulation, the segmentation of target market, play a role, enhance the quality of terminal.Therefore, this article from the perspective of Cigarette commercial enterprise, application of classical marketing theory of brand life cycle management, the introduction period, into long-term, autumn, winter’s brand specifications for life cycle management, at the same time the use of the classic4P/4C theory, from the product, price, channel, promotion on four aspects of Cigarette commercial enterprise brand marketing direction, finally the application of brand portfolio theory, brand architecture is divided into single brand architecture, composite brand architecture, architecture, classification of brand architecture, every brand architecture adopts the different brand marketing strategy.Finally, through to the business enterprise brand marketing research, brand cultivation of future cigarette commercial enterprise business process reengineering, commercial brand cultivation mechanism construction of the tobacco business, if you want to get rid of the status quo, from the organization, professional personnel, operation process improvement and other aspects obtain, use market hand equal treatment of industry of cigarette brand, completely out of use does not conform to the overall brand development strategy of the marketing mix or other non-market means blind pursuit of short-term sales increase, but the brand long-term development and cultivate the harmful behavior.