Research On Brand Communication Of HNZY Company

With the continuous development of China's market economy,China's tobacco industry is also developing actively.In recent years,the competitiveness and development of China's tobacco industry and tobacco companies have been continuously improving.Foreign trade and economic exchanges have also changed greatly.China's tobacco industry has become more and more competitive in the world.In the past year,China's tobacco industry ranked first in all industries in terms of total taxes and profits,reaching more than 1,100 billion yuan,and turned over a trillion yuan to the government.Although the tobacco industry is developing and growing rapidly,there are still some hidden problems inside and outside.Especially in today's market-oriented reform,social changes have put forward new requirements for the tobacco industry.With the trend of marketization and internationalization,domestic and foreign competitors are eyeing up,the situation of tobacco control at home and abroad is increasingly grim,and the people's awareness is constantly changing.As a result,the development of the tobacco industry is increasingly restricted and the development space is further compressed.As far as China's tobacco industry is concerned,the government has imposed a compulsory administrative monopoly on China's tobacco industry.This kind of strong monopoly management follows the historical practice and has its historical rationality to a certain extent.However,marketization is a trend and a trend.Such administrative intervention will weaken the invisible hand of the market and gradually strip the enterprise of its autonomy,innovation and vitality.Therefore,in order to achieve sustainable development in the tobacco industry,we must make timely changes,change the old brand communication strategy,subvert the old brand development concept,strictly follow the market rules,strengthen market segmentation in the process of formulating marketing plans,understand the psychological needs of different customers,and then explore targeted and differentiated marketing methods and brand systems.Plan out a more lean,efficient,scientific and sustainable development path,formulate effective marketing strategies,communication strategies,brand strategies and development strategies,and enhance overall competitiveness and brand strength.Only in this way can enterprises realize sound and rapid development.HNZY Company,as a large-scale state-owned enterprise of Henan tobacco industry,shoulders the tasks of brand cultivation,market construction and consumption development of Henan Henan Henan cigarettes in the course of operation.In combination with the current transformation and upgrading situation,HNZY Company must have a deep understanding of its own growth environment,a deep analysis of the current political and economic situation and competition situation,and in combination with the company's actual growth situation and various resources,find out the shortcomings and defects in brand communication and brand cultivation,explore the problems,put forward constructive suggestions for improvement,and realize the optimization and upgrading of the company.This article mainly takes HNZY Company's environmental analysis as the breakthrough point,comprehensively studies its internal environment and external environment.Then,it uses historical document analysis,PEST analysis and questionnaire survey analysis to demonstrate the bottleneck problem of enterprise brand communication,explores and finds out some deficiencies and difficulties in the process of enterprise brand communication,forecasts the future growth dynamic trend combined with factors such as theory,policy and situation,puts forward some development opinions and references,and puts forward feasible suggestions for the transformation and upgrading of enterprise brand communication.