The Research Of ’taishan’ Cigarette Brand Marketing Strategy Of Tai’an Tobacco Co.,LTD

As the world’s largest tobacco production and marketing, China’s tobacco industry production accounted for nearly thirty percent of the global surveyor, play the important role. The tobacco industry in China is also the important pillar industry of national economy, to national finance income made an important contribution to the development of national economy. 2003 years ago, China’s tobacco industry is fragmented, the cigarette brand in the country of origin are of great advantage, but the domestic market but also have better production, cigarette brand visibility is limited to the province, do not have a lot of competitiveness, in the face of calls for tobacco control rising status and after China’s entry into the world trade organization WTO world tobacco giant pressure of competition, China’s tobacco industry must be reform. Since 2003 the state tobacco monopoly administration focus on implementation of cigarette brand integration and industrial and commercial enterprise business separation, strive to build "big market, big business, big brand" new pattern of tobacco industry. Country of the party group of China’s tobacco industry development direction of master is accurate, the development of the industry for the next step laid a good foundation.Back and Tai’an market, in the province of Shandong province as a big economic province of our country, is also a big province, tobacco cigarette sales and profits of the country are listed in the front row. But in the big change of the tobacco industry since 2003, the province’s cigarette factories and cigarette brand has failed to rank among the advanced ranks, always move forward in the struggle. The reason is that tobacco development situation in Shandong province and the national situation, cigarette factories set up too much and the cigarette brand, and the cigarette brand is the municipal county stadium even the best-selling brand, do not have any advantage. Tai’an City is a world famous tourist city, the floating population is larger, with the development of tourism market, there is an upward trend in the tourist population in recent years, the cigarette sales of the products is a huge driving force, especially ?Taishan? brand of cigarette production with the help of taishan power, should have very good sales prospects. But for now ?Taishan? brand in Tai?an City sales did not meet expectations, how to integrate the advantage resources, enhance ?Taishan? brand cigarette in Tai’an market competitiveness, is a need to carefully study and implementation of major issues as soon as possible, and to promote?Taishan? cigarette sales increase one of the key problems.To better solve the ?Taishan? brand cigarette in Tai’an, the development of the market to build real practical and effective marketing strategy. This paper with the brand marketing related theory as the breakthrough point, analyzes the China’s tobacco industry macro environment and micro environment of Tai’an tobacco cigarette brand marketing. In view of the macro environment by using PEST analysis tools from the political, economic, social, cultural and technical four angles expounded China’s tobacco industry environment, in view of the micro environment of Tai’an tobacco market, grasp the core of marketing: consumers, combining the reality of Tai’an market at the same time, targeted the consumer market research and taishan scenic spot survey activities, further defined Tai’an cigarettes overall market and key market profile. In this article, combining with the generalization of macro and micro analysis, and then from the retail terminal resource management, scenic spot market development, such as wedding market lead Angle, ?Taishan? brand cigarette at Tai?an City tobacco company cultivation strategies to build. New?Taishan? brand cigarette marketing strategy on sales target has carried on the quantitative, set up the brand cultivation target, make?Taishan? brand marketing goal is more clear. The marketing strategy in order to more accurate consumer demand as the breakthrough point, hold the cigarette retail terminal is an important node, through the investigation and evaluation of retail terminal to carries on the classification, to retail customers to provide more accurate help and support. In key markets such as mount tai scenic spot at the same time, made more targeted and effective marketing strategies, with emphasis on key market breakthrough, makes it true to play a leading role, leading the whole cigarette sales promotion. Finally, to ensure the smooth implementation, the above strategies can play an actual effect, also built " Tai’an tobacco performance appraisal management method" and "taishan brand cultivating special examination management method", the implementation of the two system will inevitably make the tobacco marketing personnel job ideas more clearly and more clear direction, to play the role of escort to achieve the goal of marketing.