Study On The Marketing Strategy Of Jinsheng Cigarette Company Of Shangrao Tobacco Company

In 2017,for the China tobacco is a very unusual year,industrial and commercial inventory increase,sales growth fell back,tax pressure increasing,at the same time increase the tobacco control strength,creation of new cigarette taxes andprofits,makes the competition intensified between the cigarette brand.In this fierce competition,jinsheng brand,as the first brand in jiangxi province,is facing unprecedented development pressure.In such a situation,both ZhongYan company in jiangxi province and jiangxi tobacco commercial enterprise,it is the responsibility,obligation,cultivation and development of gold st brand by scientific methods,to make due contributions to economic development of jiangxi province.At present,the market condition of jinsheng brand needs to be adjusted and the brand value needs to be improved.How to improve the overall competitiveness of the brand is becoming a major task facing the current jiangxi tobacco people.Firstly,this paper starts from the present situation of jinsheng brand,and believes that the market is not high in acceptance,the brand is not competitive,the brand image is low,and there is no effective brand strategy.The reason is that the tax is more pressure,the brand regulation replacement is not ideal,the brand share is too low,and the economic operation indicator regional development imbalance;Therefore,from the aspects of external environment,brand strategy,market strategy and team building,the author puts forward the following countermeasures: first,strengthen industrial and commercial cooperation and adjust the brand of jinsheng cigarette brand;Second,reasonably plan the brand specification and optimize the strategy process;Third,the scientific distribution of retail outlets,the establishment of Jinsheng terminal;Fourth,improve the internal assessment mechanism and enhance the brand cultivation ability of marketing personnel.