| In recent years,with the imperceptible influence of factors and policies such as the situation of tobacco control and the change of consumers’ health awareness,the structure of tobacco products is accelerating the adjustment to diversification and smoke-free.At present,new tobacco products such as heated cigarettes,as emerging strategic products,are rising and developing rapidly all over the world.Multinational tobacco companies have shifted their strategic focus to the new tobacco field.At present,the sale of heated tobacco products is prohibited in China,the market has not yet been opened,and the export of foreign products is only for trial sales.In order to encourage Chinese tobacco companies to enhance the international competitiveness of heated cigarette products,it is very important to study the layout of international tobacco companies in the field of heated cigarettes.Through the study of brand niche theory,this paper draws the feasibility of studying heated tobacco brands in the international market from the perspective of niche.At the same time,based on the analysis and research on the niche dimension,width and overlap degree of heated cigarette brands in the international market,the relationship between the brand niche dimension,width and overlap degree is summarized.According to the clothing brand niche theory,the important indexes of each dimension of four brands IQOS,GLO,PLOOM and LIL in the international heated cigarette market are calculated.I In addition,based on the previous research results,this paper establishes a set of index system to measure brand niche,and successfully predicts the niche width and overlap of four international heated cigarette brands by using Levi’s formula.The research results provide strategies for the benign competition of China’s tobacco enterprises in the future from the perspective of niche,It provides a certain reference value for the future development of this field. |
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