Research On Optimization Of Yan'an Brand Cigarette Marketing Strategy

With the increasingly fierce competition in the global market,brands occupy an increasingly important position in the marketing strategy.The success of brand building has become a key factor for enterprises to win in the fierce market competition.As an important brand of SXZY,Yan'an brand had a problem of low brand awareness and low single-box structure in the national cigarette market for a long time.As China's cigarette market shifts from the incremental sharing stage to the stock segmentation stage,superimposing the current external macroeconomic downturn,industry growth bottlenecks and global tobacco control,and other unfavorable external environments,SXZY's products can no longer meet the enterprise's efficiency improvement,profit growth and the requirements for continuous development.Through the research on the optimization of Yan'an brand marketing strategy,this paper provides a path for cigarette enterprises to implement brand marketing,which helps to build and improve the marketing strategy system applicable to cigarette brands.It has certain characteristics for enriching cigarette brand marketing theory.The paper aims Yan'an brand,uses the theory about marketing and brand,combines the special background of tobacco industry and the reality of Yan'an brand,and hopes to pass the research on the status and existing problems of Yan'an brand marketing strategy.Optimize existing marketing strategies,plan the future development path of the brand,and further enhance the popularity of the Yan'an brand.This paper believes that Yanan brand should optimize its marketing strategy and improve its brand competitiveness.It must comply with the needs of consumers,select target consumer groups that match the brand concept,increase product personalization and differentiation,and select target markets in a targeted manner.The role of brand-leading products strengthens the image of the brand in the hearts of consumers;from the perspective of convenience,it creates brand-experienced service terminals,provides high-quality experience services for customers,and enhances the brand from multiple perspectives.Enrich its own brand culture,build Yan'an brand culture system;conform to the general trend of consumption upgrading,continuously explore the application research of new technology and new materials in cigarette production,reduce production cost and realize product innovation.The optimized marketing strategy should be based on the mutual assistance relationship between new industrial enterprises and commercial enterprises.Product innovation and quality maintenance as support,and superior marketing services as a guarantee,can finally achieve the smooth implementation of brand marketing strategy.