“七匹狼”香烟的品牌营销策略研究

Brand Marketing Strategy of "Seven Wolves" Cigarette

国内烟草市场新一轮格局竞争变得日趋激烈。在这样市场环境下,龙岩卷烟厂必须建立有效的品牌营销,将"七匹狼"发展成为国内烟草行业中知名度高的品牌,并且正在由地方性品牌向国内知名品牌转变的过程。通过对龙岩卷烟厂"七匹狼"品牌现状的研究,试图分析出"七匹狼"目前存在的问题,探求"七匹狼"香烟向全国性品牌发展的营销策略。

The new round of competition pattern in domestic tobacco market becomes increasingly fierce. Under this market environment, Longyan Cigarette Factory must establish effective brand marketing. The ＂seven wolves＂ brand has developed a domestic brand with high-profile in tobacco industry, and is changing to a national well-known brand from a local brand. By studying the status of ＂seven wolves＂ brand of Longyan Cigarette Factory, this paper tries to analyze the problems of ＂seven wolves＂ brand and explore the marketing strategy to make the ＂seven wolves＂ cigarettes become a national brand.