Research On S Brand’s Marketing Tactics Based On Consumer Experience

In recent years,the Chinese tobacco industry has been developing towards the direction of "making the market play a decisive role in resource allocation" under the overall planning of the State Tobacco Monopoly Administration while adhering to the tobacco monopoly system.It is committed to optimizing the allocation of industry resources and meeting consumer demand through market mechanisms.G Company is a well-known tobacco enterprise in China,and its S brand was born in 1906,making it the oldest cigarette brand in Chinese.With the continuous advancement of the Chinese tobacco industry strategy,consumers,industries,and brands are at a critical historical period.In order to enhance brand value and obtain sustainable competitiveness,this article takes the S brand as the research object,based on the consumer experience theory and using big data analysis technology,describes the consumer’s perception of the S brand from three dimensions: cognition,perception,and emotion.It was found that consumers consider S brand as a representative local cigarette brand,and most of its products are economical and affordable middle and low-end products.Through co-word clustering analysis of consumer experience keywords,the core characteristics of the S brand’s consumer experience were extracted,namely "rich aroma" and "friendly." Based on this,marketing strategies for the S brand were proposed from four aspects:product,price,place,and promotion.The analysis and application of big data on the internet is a popular research field nowadays.Therefore,there are many methods to obtain data and data analysis tools available.This article intends to select the most well-known and widely participated tobacco product consumer network community platform in China as the source of consumer experience data.By using web crawlers to collect online comments from S brand consumers as consumer experience data,effective samples were obtained for analysis after classification,cleaning,screening,and statistical processing.Combined with the actual situation of the S brand,clear marketing optimization strategies were proposed to enhance the consumer experience.