Research On Optimization Of B Brand Class Ⅰ And Ⅱ Cigarette Marketing Strategy

With the advent of the Z era and the advent of the concept of "metacosmity",the traditional cigarette industry has ushered in new opportunities and challenges.On the one hand,the development of big data,bringing "industrial intelligent manufacturing 4.0",directly affecting the strategy formulation,technology research and development,marketing management,raw material allocation,factory production and other aspects of China Tobacco Company,on the other hand,the direct impact of the e-cigarette industry,atomized tobacco,heated non-combustible cigarettes in the use of big data,reflecting a faster and stronger market response.However,with the current monopoly management system,the urgent need for a civilized smoking environment,and how to improve the structure of cigarettes in the market are still the main directions for the development of China’s cigarette market in recent years.The brand B cigarette of H China Tobacco Co.,Ltd.was created in1975 and has developed for nearly half a century.It has gradually grown from a local brand to a key brand in the industry.At the same time,it has been accompanied by problems such as brand aging,high-end brand transfer,and dilution of brand value.In particular,now the cigarette industry has changed from an "increase market" to a "stock market",and the development of the industry "combines prohibition with levy".On the premise that the company wants to create "large and strong dual brands",B brand category I and II cigarette marketing strategies need to be optimized.Based on PEST analysis and Porter’s five forces model,this paper studies the main internal and external market environment faced by the company’s B brand class I and II cigarettes.Within the scope of national policies,the transition period of economic development and the upgrading of consumer demand,the external environment for the upgrading of B brand structure is favorable.In view of the large span of B brand class I and II cigarette system,insufficient research and development,and insufficient confidence in the domestic market,H company is also facing threats and challenges in developing B brand class I and II cigarettes.This paper combines the company’s development strategic objectives and principles,aiming at the class I and class II cigarette marketing strategy of Brand B,and uses classic marketing theories such as 7PS and STP to optimize the marketing strategy from the seven aspects of product,price,channel and promotion,and provides safeguard measures from the aspects of brand construction,science and technology planning,team building,etc.Through the research on the optimization of B brand class I and II cigarette marketing strategy of H company,this paper puts forward the optimization scheme design,which aims to contribute to the high-quality development of the brand and the smooth operation of the company,and also provide valuable experience for the development of various brands in the industry.7 Figures,9 Tables,56 References.