To carefully nurture brand, promote the brand innovation and accelerate the growth of brand is the only way to achieve"532"brand goals. From the angle of word-of-mouth communication, combining with the concepts and features of cigarette word-of-mouth communication, this paper analyzes its key factors and its application in cigarette brand marketing, to help the brand cultivation through innovation of marketing mode.% 精心培育品牌，推动营销创新，促进知名品牌加快成长是“532”品牌目标如期实现的必由途径。本文从口碑传播角度，结合卷烟口碑传播的概念和特点，分析了卷烟口碑传播的关键要素，就口碑传播如何在卷烟品牌营销中的运用进行了探讨，以期对创新营销方式以进行品牌培育的工业企业有所帮助。
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