Research On Marketing Strategy Of Yunyan New Product Based On Internet

After the tax increase,the large scale,low structure and serious brand aging have become the difficult pain points restricting the development of Yunyan brand.It is urgent to cultivate a number of innovative,influential and competitive medium and high-end new products.With the further tightening of tobacco control and compliance laws and regulations and the sudden outbreak of the epidemic,the publicity and promotion of tobacco brands in retail terminals has been greatly limited,and the cultivation of new products lacks effective channels and even falls into marketing barriers.Therefore,the new product marketing strategy must comply with the market for innovation and reform.Due to the tightening of tobacco control laws and regulations and the impact of the epidemic,the publicity and promotion of tobacco commodities at the retail end has been greatly limited,and new ways need to be found for the promotion of new products.Network marketing not only has the advantages of low cost,wide range,fast penetration and accurate positioning of consumer groups,but also provides a broader channel for Internet brand communication with the popularity of mobile Internet and the development of we media.The latest advertising law has left a reasonable space for tobacco companies to publicize their corporate culture through Internet means,official account numbers and other Internet means.It has not made a comprehensive provision for tobacco companies in the Internet promotion and promotion,and has created new opportunities for tobacco brand cultivation.Against this background,Y tobacco company started to explore the "Internet plus" mode of tobacco,but the existing network marketing methods are relatively single,which can not meet the market demand.Under the existing laws and regulations,how to enrich and optimize the network marketing strategy to the greatest extent and improve the popularity and market share of Yunyan’s new products is of great significance.Based on the above reasons,this paper uses Internet thinking to analyze the current situation of Yunyan’s online marketing,takes 4P marketing strategy,customer relationship management and online marketing as the theoretical basis,adopts investigation and case analysis method,analyzes and studies Yunyan’s online marketing environment and existing marketing strategies in the form of questionnaire and PEST analysis,and optimizes the Internet marketing strategy of new cloud cigarettes,Practical methods and specific implementation steps are put forward.In this paper,we choose Yunyan new product network marketing strategy as the research object,through the Internet background of tobacco marketing strategy,combined with the status of Yunyan new product cultivation,explore the best tobacco network marketing strategy under the existing system.In order to break through the barriers of new product cultivation,accurately grasp market demand,improve brand competitiveness,accelerate digital marketing transformation,but also for other companies in the same industry to provide reference and reference.