A Study Of The Marketing Strategy Of Chong Jiu Cigarette Brand In Zhengzhou Market

The high-end cigarettes as a tobacco industry’s top products, can not be overlooked on the cigarette producers for market value, profit contribution and influence on the enterprise’s brand image. Zhengzhou as a benchmark for the Henan tobacco market, which has a large economy and tobacco market volume, is the largest high-end cigarette market in Henan province with the largest consumer groups, and most influential consumer.This paper is the study of the Chong jiu cigarette brand marketing strategy based on consumer behavior analysis in Zhengzhou. The final purpose is the establishment of market orientation, marketing strategies and methods to meet the high-end consumer demand, promote Yunnan high-end cigarettes market share in Zhengzhou, improve enterprise benefit, also expect to have certain reference significance to the high-end cigarette in the actual operation of brand marketing.This research based on to the Zhengzhou market high-end cigarette consumer’s marketing investigation and study development, buys definitely the decision-making process and the general behavior characteristic using the consumer behavior study theoretical analysis common cigarette consumer. At the same time, through to the current high-end cigarette market marketing idea, the way analysis, pointed out the present cigarette industrial enterprise the question which exists in the high-end smoke market marketing strategy and the method; Afterwards, and unifies the high end crowd according to the market investigation and study consumer behavioral analysis result to expend the characteristic,discovers the goal high-end smoke consumer behavior characteristic, the union cloud produces the high-end smoke own SWOT analysis, proposed produces the high-end smoke brand in view of the cloud the product choice, the price control, the channel operation and the propaganda promotes the 4P marketing strategy, hoped produces the high-end cigarette brand through the fusion fundamental research result and the Zhengzhou market marketing resources to the cloud to do further cultivates, the enhancement cloud produces the high end brand market competitive power, the expansion produce market share.The conclusion is:The expense ability promotion and the consumption pattern promotion enhanced the high price cigarette self-absorption proportion, but refers to the community and the opinion leader is affects the high price cigarette expense crowd attempt and the purchase primary factor, investigates and studies the result to the Zhengzhou market high price smoke consumer to indicate, this expense community presents the youth oriented, the high school record trend of development; The brand and the quality are the high price cigarette brand obtain the success the key aspect, carries out the brand marketing activity in view of the reference community and the opinion leader, is cultivates the high price smoke brand the effective method.