Research On The Improvement Of Hunan China Tobacco Furongwang Series Product Marketing Strategy

By adopting the research method of PEST and SWOT analysis of marketing caseof Furongwang products. It makes in-depth analysis on the existing problems inFurongwang series product marketing, and puts forward the marketing strategy and therelevant security measures. Mainly from the following several aspects this studydiscusses the following aspects: In the first chapter analyzes the background andsignificance of the study, and summarizes the research status at home and abroadrelated topics, and it also gives the core concepts. The second chapter, the study isbased on China Tobacco Hunan Industrial Co., Ltd., and the Furongwang productswere regarded as the target, and the PEST analysis were used for external environmentof Furongwang products marketing analysis. Research reveals SWOT analysis methodsto analyze the product marketing strengths, weaknesses, opportunities and threats inthis chapter. In the third chapter, the study is based on analysis of related issues, andthe traditional4C method and "Twelfth Five Year Plan" to expand the start marketingaround the brand in Hunan tobacco smoke marketing and highlight the brand valueFurong Wwang up grade in the main line. Carryes out the "high-end lead, low cokeguide" as the core of the marketing strategy, it will improve Furongwang seriesproducts the leading position in the-high-grade cigarette market, and enhance itsmarket leader in high-end potential advice. In the fourth chapter, setting and evaluationof goals from product marketing, integrated marketing, the use of five areas oftechnological innovation, resource integration and configuration, and human resourcemanagement discussed the Furongwang cigarette products marketing strategysafeguards. Meanwhile, the study combines the use of standardized evaluation systemto ensure that the marketing strategy of scientific and effective. Finally, the papersummarizes and clarifies the text of the deficiencies and areas for improvement of theresearch.This paper studies the Furongwang series product marketing strategy, and throughthe analysis to find the existing problems and the development of marketing currentsituation of Furongwang products. Research on these issues and the correspondingstrategies and safeguard measures of the marketing development., it is not onlysmoothed and implemented marketing strategy effectively and give some positiveeffects for China Tobacco Hunan Industrial Co., Ltd., but also has certain reference value for the tobacco industry to implement the scientific marketing strategy.