Research On The Development Of Yellow Crane Tower Brand In Henan Market

In recent years,China's tobacco industry develops rapidly,the industry competition is becoming increasingly fierce,and with more strict control.Based on this background,this paper studies the development strategy of the Yellow Crane Tower cigarette brand in Henan market.This paper takes the form of special study,sums up the development course of the tobacco industry,focusing on analysis of the characteristics of the tobacco industry in recent years,and the tobacco industry will be "big market,big business,big brand" direction of development;based on the theory of marketing management,using PEST analysis,Potter's five forces model to analyze the macro environment and micro environment of the Yellow Crane Tower brand in Henan;Analyzing the internal environment of Yellow Crane Tower brand in Henan market from six aspects of human resources,organizational structure,product situation,sales channel,price strategy and promotion means;the advantages and disadvantages of the brand are summarized,the opportunities and challenges are analyzed,and using SWOT methods to carry out a strategic combination;on this basis,the 6P theory is proposed based on the 4P theory,and putting forward the marketing strategy recommendations that are suitable for the development of Yellow Crane Tower brand in Henan Market from six aspects of product strategy,price strategy,channel strategy,promotion strategy,policy support and human resources,and focus on strengthening the market in Henan high-end products and ultra-high-end products to cultivate new products,strengthen the cultivation of fine cigarette market,pay attention to the reform of human resources,and constantly improve the quality and quality of marketing team.The paper has important value to the establishment of the marketing strategy of the Yellow Crane Tower brand,to strengthen the brand cultivation and development in Henan market,and to promote the development of Hubei China Tobacco Industry Co.,Ltd.meanwhile,this paper has a different degree of inspiration to the brand growth and product marketing for the other cigarette manufacturers.