盐作为一种特殊商品,受长期专营的影响,市场竞争意识淡薄,产品销售缺乏市场化运作手段,品牌营销力度更是薄弱。针对市场的不断发展变化,为应对盐业改革的大趋势,湖南盐业近年来越来越重视“雪天”品牌及产品营销,开展了一系列工作,也取得了一定成效,但在市场经济竞争激烈、产品同质化程度越来越高的今天,“雪天”品牌营销远远不能满足市场发展的需要。“雪天”品牌营销和创新工作发展较为缓慢,仍以专营的手段为主,缺乏市场化的运作手段,促销力度和宣传推广较为缺乏,尤其 As a special commodity, salt is affected by the long-term franchise, with weak market competition, lack of market-oriented operation of product sales, and weak brand marketing. In response to the continuous development and changes of the market, in response to the general trend of salt reform, Hunan Salt Industry has paid more and more attention to the “Snow Sky” brand and product marketing in recent years and has carried out a series of work with some achievements. However, Market economy is highly competitive today, the degree of product homogeneity is getting higher and higher today, “Snow ” brand marketing far can not meet the needs of market development. “Snow days ” Brand marketing and innovation work is developing more slowly, still dominated by the means of franchising, the lack of market-oriented means of operation, promotion efforts and promotion is lacking, especially