Of a tobacco brand of television media mix strategy.docVIP

 PAGE \* MERGEFORMAT 8 Of a tobacco brand of television media mix strategy Cigarette market is a special market, although the state to implement the policy of the franchised monopoly, but in China’s accession to WTO, in an increasingly competitive tobacco market, a tobacco, as a place of tobacco brand, how to adapt to the new rules of market competition to spread their own establish a brand image to maintain consumer loyalty, improve market share, has become urgent. Strategic thinking on the cigarette market (1) China’s accession to ‘World Trade Organization’, the domestic cigarette market, would be a huge hit. 1, the impact of foreign brands of domestic cigarette production and development: are foreign brands well-funded; foreign brands and marketing experience, experience and systems are sound; brands are foreign brands and high added value; the above factors will have an impact on the domestic smokers. 2, open after the cigarette market outside the existing experience: international brands fight for market share; a powerful marketing mix to change the consumer behavior of smokers. 3, port company within the cigarette market share plummeted. Example: Taiwan cigarette market opening, the provincial market share of the tobacco companies have been away more than half. Domestic tobacco need to be accumulated brand equity, in order to meet the needs of future competition, as soon as possible the first to occupy the market and consumers. (B), the domestic tobacco market is highly competitive. Supply and demand in the domestic cigarette market saturation; Yunnan and Shanghai Tobacco in the high-end market brand value, profit, market share in a dominant position; Hunan and Zhejiang and other provinces of tobacco rapid development, and actively expand the market share; serious local protectionism. According to the tendency of the domestic tobacco market competition ‘bloc’ cigarette market competition is the result of the tobacco in such a market environment,