| Popis: |
Objectives: In order to study the communication channels and modes of tobacco brands, cigarette rolling brand marketing strategy under the new normal of tobacco economy is researched in this paper. Methods: T city is selected as the research sample of cigarette brand construction and marketing. Through the analysis of the current situation of T City, this paper puts forward the guiding ideology of cigarette cultivation, and puts forward the basic strategy system of brand marketing. Results: Brand building is a scientific process. The tobacco industry must avoid brand building speculation, because the opportunity cost of brand reconstruction is huge, and there is a risk of completely losing market dominance. The foundation of brand building is to convert the buying point with zero cost selected by target customers into the selling point of products to obtain pricing power. Conclusion: The advantages of tobacco brand’s own products should be transmitted to target customers through planning from three aspects: the first is to clarify the competitive advantages of its own products; the second is to refine the core value of the brand; the third is the dissemination of brand positioning. |
