"Xue Lian" Brand Cigarette Marketing Strategy Research In Xinjiang Market

Tobacco as a special commodity, has the general commodities in the marketliquidity, and tobacco is a special kind of consumption habit, smoking has some sideeffects to the body, can produce certain social indirect costs, and in a short period oftime cannot be destroyed and irreplaceability. With the speeding up of the globaleconomic integration, China has signed 《Protocol on the Accession of the People’sRepublic Of China》、《World Health Organization Framework Convention onTobacco Control》with WTO and WHO in2001and2001.To adapt to the globaltobacco brands, the development direction of grand strategy, China tobacco also hasbeen committed to domestic brands become bigger and stronger, from the beginningof this century, the China national tobacco corporation has introduced a series ofbrand development strategy, a series of measures aimed at making the domestic forma number of strong, competitive national brand, to cope with the internationalcigarette market competition increasingly fierce. From the current pattern change ofnational tobacco industry market analysis, a large-scale joint reorganization ofenterprises, business integration services, construction of cigarette marketing network,independent legal person qualification cancel changes, cigarette marketing teamconstruction and other industries, has brought the tobacco industry marketing moreuncertainty.In this context, the XinJiang property cigarette brand "Xue Lian" brand cigarettesas a domestic relative smaller regional brand, both at home and abroad to deal withcigarette brand impact to the local market position, and in the vagaries of cigarettemarket actively seeking its own development."Xue Lian" brand cigarette must givefull play to regional advantages, focus on the limited resources, from a strategicheight to consider "Xue Lian" brand positioning and development, through theimplementation of brand marketing strategy, brand backbone created within a certain range, efforts to promote "Xue Lian" brand product quality and brand connotation,constantly improve the market competitiveness of the brand.In this paper, through the analysis of the characteristics of the current situationand the national tobacco industry, using the SWOT analysis method to the Xinjiangcigarette factories "Xue Lian" brand cigarettes internal and external environmentalfactors, the current situation of brand marketing, the analysis of existing problems andthe advantages and disadvantages,Combined with marketing theory of4P and4Cmarketing theories and modern brand marketing theory, the characteristics of themarket environment in a full investigation in Xinjiang area, formulated a series ofconforms to the development of the "Xue Lian" brand marketing strategy, brandmarketing basic conditions and implementation measures are put forward, to Xinjiangin the fierce competition in the real estate brand "Xue Lian" cigarettes in the marketplace and provide some references.