Yuxi Brand Cigarette Network Marketing Strategy Research

Yuxi brand is the pearl in yunnan Zhong Yan numerous brands,high-end cigarettes in the top positions in the rapidly expanding,yuxi brand can occupy their position,not only for enterprise to create significant economic value,can lead the cloud of smoke as a whole more brand image promotion.But currently yuxi brand development is facing enormous challenges: one is the industry's high-end smoke more respectable,and strong competition in yuxi brand as a high-end market brand,has been declining trend,brand value is gradually shrinking.Secondly,with the further tightening of tobacco control and tobacco control policies,especially the strict restrictions on tobacco advertising,the promotion of yuxi brand cigarette in the retail terminal has been greatly restricted.Three is a traditional yuxi brand marketing(such as group purchase,terminal to buy a gift,collection in the ritual activities)"strength big,wide net and fall to the ground" characteristics gradually because of higher staff costs,such as information dissemination co.,LTD has achieved more and more low.As the Internet application in daily life is becoming more and more consumers more and more dependent on mobile phones,so the marketing of enterprises from the traditional marketing into using innovative mobile network to carry out the network marketing,become the trend.Network marketing can not only help the tobacco industry enterprises break due to restricted by policy and legal barriers to marketing,expand marketing channels and paths,and even can get consumers information in the information age of rapid and accurate analysis,precise marketing,help enterprises to obtain consumers' mental resources.In this background,this article with yuxi brand as the research object,using literature research,theoretical research,secondary data,and with the method of questionnaire investigation,case study and so on,the key to network marketing SURE theory(word-of-mouth spread,the path of relationship between fusion,marketing,precision marketing)on the basis of theory,according to the characteristics of the tobacco industry and limitations derived "WCRE"(word of mouth marketing,social marketing,marketing and accurate path)as a thinking framework,at the same time,according to the theory of brand communication of yuxi brands present the network marketing strategy suggestion and supporting measures.In this paper,through research and conclusion,to solve the current yuxi brand sales,structure,promote the development of the real problem,at the same time the research conclusion enriched and developed the existing network of cigarette marketing related research.