“新常态”既是机遇,也是挑战;是端倪初现、但将长期存在。以实现卷烟品牌与消费者“共鸣”为目标,更多的“俘获”消费者的心智资源,赢得消费者的认同,对提升品牌核心竞争力、促进品牌发展具有重要的现实意义。本文从塑造品牌核心价值、强化品牌消费体验、转变营销模式三个方面提出了一些思路。 “New Normal ” is both an opportunity and a challenge; it is the beginning of a clue, but it will exist for a long time. In order to achieve the cigarette brand and consumer “resonance ” as the goal, more “capture ” the consumer’s mental resources, to win the consumer’s identity, to enhance the brand’s core competitiveness, promote brand development has important practical significance . This article puts forward some ideas from the three aspects of shaping brand core value, strengthening brand consumption experience and changing marketing mode.