The Application Study From The Perspective Of Cultural Marketing In Yunyan Brand Marketing

With the increasingly fierce competition of the market,brand has become an important symbol for enterprises to market segmentation market in detail marketing.It is more important and lasting intangible assets than enterprise products,and is also the core competitiveness of enterprises.This paper discusses the brand building strategy of "Yunyan".Based on the brand theory,this paper analyzes the macro environment of "Yunyan" brand in detail,and deeply studies the segmentation market of national cigarette market,and points out the existing problems of "Yunyan" brand.After analysis,the paper puts forward the corresponding countermeasures,and formulates the marketing plan from four aspects of products,channels,communication and price,comprehensively creates and increases the brand assets of "Yunyan",and improves the brand value of "Yunyan".The first chapter introduces the and studies the cultural marketing segmentation market in detail marketing;the second chapter introduces the related theory and literature review of cultural marketing;the third chapter analyzes the external macro environment and the development trend of tobacco industry by SWOT analysis method,and studies the cultural marketing segmentation market in detail;the fourth chapter is about the system The overall marketing strategy,market segmentation and positioning strategy of "Yunyan" brand are determined.The fifth chapter puts forward the corresponding safeguard measures of Brand Marketing on the basis of cultural marketing;the sixth chapter summarizes and prospects the full text.The research methods of this paper include marketing strategy.Through the research,the following conclusions are drawn: "Yunyan" Brand Marketing strategy should conform to the industry orientation,in the Brand Marketing,we should pay attention to the humanistic spirit,maintain the people-oriented purpose,improve the business philosophy,and create the core value system;in the implementation process of Yunyan Brand Marketing based on cultural marketing,we should pay attention to the brand rejuvenation strategy,"low tar" product strategy implementation,"cloud" The strategy of "tobacco" brand retail terminal construction is implemented,and the "Yunyan" brand culture communication is continuously strengthened,and the maintenance of "Yunyan" brand is comprehensively strengthened.In terms of marketing means,we should pay attention to word-of-mouth communication,strengthen experience marketing and enrich promotion means.In order to guarantee the process of Yunyan brand building,it is necessary to improve the organizational guarantee,corporate culture guarantee and personnel team guarantee.