Guangdong Market Based On"Shuangxi·Haorizi"Brand Cigarette Marketing Strategy Research

Domestic tobacco industry executes is the monopoly system, is the pillar industry of our national economy, is the national finance income important origin. With the deepening of economic globalization, and China has joined the World Trade Organization and the WHO, the domestic tobacco industry is facing strong pressure from the international tobacco tycoon, domestic cigarette market competition is fierce day by day. At present, along with the tobacco industry has entered a new history to develop period, cigarette homogenization feature is apparent, market supply whole tends saturated, only establish a strong brand culture, the implementation of the right marketing strategy of brand, obtain the differential advantage, consolidate and expand the brand consumer groups, ability is in intense market competition remain invincible.Firstly, based on the domestic and international marketing management theoretical research and application status of the research, the use of a PEST analysis model and Potter model of the ShenZhen Tobacco Industrial Corporation macroscopical environment, microcosmic environment, focusing on analysis of the ShenZhen Tobacco Industrial Corporation "Shuangxi·Haorizi" brand in Guangdong market marketing present situation and marketing strategy existing problems; on this basis, using STP market positioning theory, for "Shuangxi·Haorizi" brand the brand’s market positioning, use of4PS marketing theory, for "Shuangxi·Haorizi"brand in Guangdong market design of marketing strategies; the marketing strategy implementation scheme implementation are analyzed, focusing on analysis of the implementation difficulties and proposed solving measures; finally, summarizes the main idea of this thesis, and points out the problems in the study of.This paper discusses the application of modern marketing management theory, systematically studied the Tobacco Industrial Corporation company "Shuangxi·Haorizi"brand of Guangdong market brand market positioning, marketing strategy formulation, for determining "Shuangxi·Haorizi", cultivating brand market positioning in high-end cigarette consumption market, promoting Tobacco Industrial Corporation development has the certain theory significance and the practical value, at the same time introduced the "Market Price" variable, as the tobacco industry production enterprises brand development, product marketing strategy research to provide a new train of thought.