Discuss how to enhance the ability to cultivate brand and level

This paper combines the current cultivation of the brand status quo, from various aspects to enhance the ability to cultivate the brand and level, so as to realize the level of cigarettes to cope with the future changes in the market of tobacco.　　The current situation of brand cultivation Tobacco as a daily necessity, due to the obvious differences in the production of its products in different regions, consumer preferences in different groups of people with great differences in the characteristics, so to form a huge market in a certain region, is a very difficult thing. In this case, the brand strategy and brand effect of tobacco products are particularly important. In China, tobacco, as a monopoly product, is marketed by the Tobacco Monopoly Bureau. This seems to alleviate the competition problem that exists between different tobacco companies in the country. However, how to effectively utilize the tobacco products in hand to achieve brand enhancement in different market environments is a topic that needs to be seriously considered by tobacco monopoly organizations at all levels. In addition, China joined the WTO as early as 2001, and there has been an influx of foreign tobacco products into the domestic market. The achievements of foreign tobacco products in marketing and branding have had a great impact on the domestic market, especially in the high-end tobacco sector, and it is urgent to improve brand competitiveness. In addition, due to the fact that the overall consumption level of Chinese society is backward, China's domestic tobacco market is mostly medium and low-grade, and the consumption of high-end tobacco products is insufficient. And the fact is that high-end tobacco products have absolute profit advantage, so, tap the domestic high-end market, open up the international market to further improve the profits of the tobacco industry, increase national income is particularly important. And this process, improve product awareness is particularly important.　　Relative to the urgency, we should also recognize the reality of the particularity of the situation. Tobacco control has gradually become a broad **** knowledge of the international community, and the country has long been restricting tobacco advertising, which seems to be a reality that is diametrically opposed to the promotion of tobacco brands. However, if the reverse thinking, this seems to be a major opportunity for China's tobacco: if you can set up a product image in this restrictive environment, the brand value of this image is immeasurable.　　First, improve the work system, enhance modern marketing capabilities. Focusing on the first priority of cultivating brands and enhancing the essential requirements of service awareness, the establishment and improvement of the relevant work system to improve the overall modern marketing capabilities and efficiency of commercial enterprises.　　The second is to establish a market information collection and analysis system to enhance the ability to grasp the market. According to the principles of simplicity, reliability and practicality, establish market information collection and analysis system at different levels, standardize the process and operation, regulate the market analysis system, and further improve the industry demand forecasting system. Improve the ability to grasp the market at three levels: the industry level focuses on improving the ability to grasp the future trend and characteristics of the cigarette market, providing the basis for the National Bureau to formulate brand development strategies; the provincial level focuses on improving the ability to grasp the recent changes in the total volume and structure of market demand, and providing a more accurate prediction of the recent market planning arrangements; and the local and municipal level focuses on enhancing the ability to predict and accurately grasp the market dynamics and to make purchases according to demand, and to provide a more accurate forecast. The provincial level focuses on improving the ability to grasp the total and structural changes of the recent market demand to provide a more accurate forecast for the recent market plan arrangement. The marketing department's ability to grasp the market is measured by whether the sales volume grows steadily, the market price is stable, the social inventory is reasonable, and the interests of retail customers are guaranteed. The key backbone of the brand tracking and analysis system, through tracking and analysis of the brand development status and performance, put forward improvement measures and regulation proposals to ensure that the brand always maintain a good market status.　　Thirdly, establish and improve the brand cultivation system to enhance the ability to cultivate brands. Deepen the cooperative marketing work of industry and commerce. Further clarify the division of labor and collaboration between industrial and commercial enterprises in brand cultivation, clarify their respective work tasks, content and specific requirements, and guide local and municipal companies to carry out brand development and cultivation planning, marketing planning, promotion and brand maintenance, and strive to make a breakthrough in brand cultivation. Strive to spend one year to establish the industry's precise marketing operation system and norms, and gradually expand it to all key backbone brands to promote the growth of advantageous brands. Regularly carry out a national cigarette brand marketing planning competition, select outstanding classic cases, discuss and exchange experience in cultivating brands, and enhance the ability to cultivate brands.　　Fourth, establish a customer service system to enhance the ability to serve customers. Establish a unified national customer service system to unify service content, service standards, service processes, standardize service behaviors, and unify evaluation and assessment, so as to enhance the industry's overall service capacity and level. It will take about three years to establish a unified customer service hotline based on provinces and actively explore the establishment of a national unified customer service hotline to ensure that customers' and consumers' demands are truly expressed, establish a rapid response mechanism for customer service, practically solve customers' problems and difficulties, put customer service into practice, and comprehensively improve the level of customer service. Establishing and promoting the scientific and practical "Account Manager Working Method". Transform the work function of account managers, give full play to the role of account managers in understanding the market, cultivating the brand, serving customers, summarize a set of effective, practical and promotable "account manager work law", so as to promote the transformation of the function of the account manager, the transformation of the work, and to really play a good role in the level of the account manager in the marketing.　　The fifth is to consolidate the marketing foundation, comprehensively enhance the soft power of the network. Revision of the cigarette marketing network specification, and further consolidate the network operation foundation. According to the organization of goods by order and the development of industrial and commercial collaborative marketing work, the development of a new version of the cigarette marketing network specification. In this way, it unified and standardized the operation of the national marketing network and improved the network functions. At the same time, we will strengthen network operation and management, reduce costs and enhance network operation efficiency. Strengthening the research and construction of retail terminals to further consolidate the customer base of the network. Research and establish a mechanism to safeguard the interests of retail customers, and ensure a reasonable gross profit level of 10% in the retail segment in terms of policy and mechanism. Carry out research on retail formats, analyze the characteristics and development trends of retail formats, pay close attention to and adapt to the development of new types of retail formats, and pilotly explore the establishment of contractual or capital-based cooperative relationships with large emerging retail enterprises.　　Sixth, to improve the brand management ability of retailers. Improve the brand management ability of retailers, it is possible to improve the effect of our brand cultivation. Retail terminal as the focus of brand cultivation, not only is the only channel for product sales, but also an important channel for brand image dissemination and brand information communication, especially in the upcoming "communication loss of voice" era, the retail terminal for brand cultivation of the focus, the role of the support point more prominent. From the current situation, a considerable part of the customer brand awareness is still relatively backward, mainly in several aspects: First, almost very little initiative to promote the brand, passive sales are dominated; Second, will not introduce the brand selling points, no one can explain the connotation of the brand of cigarettes, so as not to achieve the effect of brand promotion for consumers; Third, only focus on the immediate benefits and not focus on brand value, brand terminal maintenance lack of continuity and stability.　　Seven is to strengthen the network culture construction, to create "China Tobacco" service brand. Service is the soul of the circulation enterprise, the quality and level of service is "marketing on the level" of the important embodiment. From the unified concept, unified image, unified logo, unified commitment, unified service standards, to create a unified "China Tobacco" service brand. Taking the "China Tobacco" service brand construction as a hand, building the service culture of the enterprise, transforming the industry's values and value pursuits into the marketing staff's conscious behavior, injecting new vitality into the network, and comprehensively enhancing the soft power of the network.　　Eight is to establish an assessment and evaluation system to promote marketing on the level. Strengthen the assessment and evaluation of the circulation of enterprises, not only to promote marketing on the level of important protection, but also to stimulate the circulation of enterprise power, fully mobilize its enthusiasm and effective ways and means. The establishment of the "marketing level" evaluation assessment system, from the level of brand cultivation, the level of market status, customer service level, marketing business level, the level of the team's ability to scientifically design the index system in five areas. The implementation of hierarchical evaluation and assessment, evaluation and assessment system focuses on both the goal of leading, but also focus on process control, taking into account the level of indicators and growth indicators, regular evaluation, publish the results, and with the first, evaluation of excellence linked.　　In short, cultivate the brand can not be smooth sailing, which requires the cultivation of the brand in the process of continuous summarization, continuous innovation, in order to feel to cultivate the cigarette brand, and ultimately achieve a satisfactory result.