Research On Brand Marketing Strategy Of "Cordyceps Sinensis" Based On Consumer Psychology

In recent years, in China the competition in cigarette products has transferred from multi-brand to brand centralizing, from the aspects such as the price, packaging and so on to products’ technology, and gradually from selling products to operating brands in cigarette market. The focus of competition has moved from the price to the up-market, and the brand marketing behavior has changed from depending on monopoly administrative management to the model that pay equal attention to service and management.The enterprises in tobacco industry gradually have clear brand planning, constantly optimize band strategy, and initially develop divide into high, medium and low level. Enterprise resources are inclined to focus on key brands, marketing services and marketing efforts continue to improve. In the above background, to participate in competition in the industry, the original cigarette marketing tool must be reformed based on market-oriented development by the enterprise. The enterprises need to hold integrally from consumers’psychology and behavior, and use it for their own cigarette brands, marketing strategies reorganization and integration in order to achieve competition and development of the brandBased on the analysis for policy and market in the tobacco industry, this paper investigates marketing characteristics and problems for Inner Mongolia Kunming Cigarette Co., analyses consumer psychology orientation for cigarette consumer groups at multi-level, and use SWOT to comprehensively analyze market competition for "winterworm summerherb". Combining with cigarette brand selling mode, this paper accurately orientates position for "winterworm summerherb" brand, and thus proposes an effective marketing strategy to broaden the market, which provides a marketing decision-making reference for Inner Mongolia Kunming Cigarette Co.