A Study On The Brand Developin Strategy Of The Low Tar Cigarette For Shaoyang Tobacco Company

ABSTRACT:Shaoyang City Tobacco Company as a regional large taxpayer and be under monopoly system,its cigarette marketing has been in a state of relatively stable and orderly, but with the intensification of market competition and the State Tobacco Monopoly Bureau on the "532,461" industry strategic approaching to promote the brand development, Companies are facing more and more variables. In the sense of urgency of the enterprise development and the expectation of cigarette brand becoming bigger and stronger, the brand has become the core of enterprise strategy development, while low tar cigarette brand as a new force, is leading the trend of the future development of the cigarette market.This paper objects TO research the low tar cigarette brand of Shaoyang Tobacco Company, Through the theory with practice, It firstly analyses the Shaoyang City Tobacco Company’s marketing environment, emphatically analyses the cultivation of the external and internal environment of Shaoyang low tar tobacco brand and cigarette consumption behavior characteristicsIn view of the situation facing the tobacco industry for domestic and international, as well as the problems, causes and environment of Shaoyang tobacco low tar cigarette brands’cultivation,This paper proposes Shaoyang City Tobacco Company’s low tar cigarette brand cultivating strategies from such aspects on the construction of a new industrial and commercial cooperative brand cultivation system, optimizing the structure of low tar brand fostering business processes and building consumer marketing service system, improving customers enthusiasm on low tar cigarette brand sales,as well as strengthening the management of customer manager. And in the form of case analysis, it focuses on Zhongnanhai (soft blue time) brand in Shaoyang cigarette market development status and its successful experience.