Marketing Strategy Research Of Rizhao Tobacco Companies Brand Cigarette

With the accelerated pace of globalization of the world economy, the rapid development of China’s market economy and the deepening of the reform and opening up, the enterprises are facing more intense competition and challenges, corporate brand strategy formulation and implementation as an important strategy. As a special tobacco industry at the moment is facing more intense international competition and internal brand strategy optimization problem, China’s tobacco industry wants to become bigger and stronger, we must rely on improved brand strategy, enhance their core competitiveness.Tobacco industry enterprises to compete for the market continue to introduce new brands, some brands have long survived, and some new products just entering the market soon turn into a recession, and ultimately choose to withdraw from the market, which are due to the direction of the brand strategy formulation error lead. A good strategy to increase the brand’s reputation and brand image, a bad brand strategy, it would be a waste of the cost and effort, back to the original brand image have been affected. So it is important for the development of tobacco company to make correct brand strategy and regulate it with the change of the market.This article is based on Rizhao cigarette market, combined with the city’s existing brand situation, through a combination of empirical and norms to regulate the main method, the use of the basic scientific principles of management, economics, marketing, to analyze the current problems of Rizhao cigarette brands, through researching the external and internal enviorment of Rizhao tobacco company to analyze the strengths and weaknesses of Rizhao tobacco company and the opportunities and threatens it faces. Then puts forwards the Brand of cigarette marketing and the essurance measures of its implementation.