Research On The Brand Promotion Strategy Of “Jinsheng” Cigarettes Of Jiangxi X Group

Since 2015,the overall environment of cigarette industry in China has converted to a direction of "declining cigarette sales,narrowing structural space,and adjusting supply and demand ".With the improvement of people’s living standards,consumer demand is constantly changing and upgrading.How to meet consumers’ new demands and expectations through brand strategy promotion has become an important issue faced by major cigarette manufacturers.As the core brand products of Jiangxi X group,the overall development of "Jinsheng" cigarette has been on the rise in recent years.It is the core strength of Jiangxi tobacco industry competitiveness across the country.However,the problems existing in the process of brand strategy implementation has been increasingly emerging with the brand development.The brand strategy at the present stage can’t meet the competition requirements under the new situation of the tobacco market.Therefore,combined with the current development situation of "Jinsheng" cigarette,it is particularly urgent to carry out research on brand strategy promotion.This paper mainly uses field investigation method,comparative analysis method,case analysis method and other methods to study the promotion of "Jinsheng" cigarette brand strategy.By extracting and referring to the research results of domestic and foreign scholars on cigarette industry brand strategy,this paper provides a theoretical basis for the study.This paper analyzes the internal and external environment of the "Jinsheng" cigarette brand development through the use of PEST analysis,Porter’s five Forces model analysis and other analysis tools.By comparing with the other cigarette manufacturing enterprise’s brand strategy and matching the chart data and specific case analysis,it is aimed at finding out the current problems existing in the "Jinsheng" cigarette brand strategy.In addition,it is required to figure out the causes of these problems from two aspects of internal and external factors,and develop a "Jinsheng" cigarette brand strategy promotion plan and specific safeguard measures on this basis.Analysis shows that the current cigarette brand strategy of "Jinsheng" does not apply to the production and operation of enterprises for the problems of fuzzy brand positioning,weak brand culture cohesive force and unsustainable brand extension.Reasons mainly include policy environment constraints,brand management level lag,slowness in technology research and development,lack of talent,etc...Thus,the paper will determine the single brand strategy mode and puts forward "Jinsheng" cigarette brand strategy promotion plan from five aspects,such as the brand development goal,brand positioning,brand image design,brand culture,and brand extension,starting from the development of the enterprise actual situation.This paper also analyzes and studies the safeguard measures of "Jinsheng" cigarette brand strategy promotion plan,and puts forward the safeguard measures from the aspects of policy protection,system improvement,R&D investment,talent construction and so on.It is hoped that this study can provide relevant reference for the promotion of "Jinsheng" cigarette brand strategy.