The Advertising Competition Between British American Tobacco Company And Nanyang Brothers Tobacco Company Of The Early 20～(th)

In the neoteric history of china's enterprises development, few monographs andarticles focus on the management concept and strategy in the business competition,especially the study on the competition of advertisement in marketing strategy stillleaves dimension for the researchers. A number of advertising methods have beenutilized by many modern enterprises till nowadays, whereas the practical effects cannot be compared to the past. All for this, this paper utilizes modern economics,advertisement, history theories to analyze the specific fields of advertisementdevelopment, say newspaper, film, commonweal charity, street propaganda, pictureposter etc, between two leading tobacco companies in the early 20th century, BritishAmerican Tobacco Company and the Nanyang Brothers Tobacco Company, from theangle of different forms of advertisement competition by comparative study,description and quality-analysis and some other methodology. As a result, thecomparison between advanced advertisement concept, competition mechanism inWest and advertisement competition of enterprises in China comes into being. Thispaper illustrates that the British American Tobacco Company outweighs the NanyangBrothers Tobacco Company in the practical effects, market occupancy-ratio becauseof the stable capital, advanced management and sale concept and the superiority inboth domestic and abroad politics situation. Furthermore in the application ofadvertising methods, the British American Tobacco Company exceeds the NanyangBrothers Tobacco Company for some other special reasons. Nevertheless, in theprocess of china's industrialization, the Nanyang Brothers Tobacco Company andother nation-stated enterprises exert great efforts in improving technology, expandingproductivity, reducing cost and enhancing quality so as to earn the possibility tosurvive and develop in the furious competition of market. Meanwhile they make useof plenty of superiority and upraise the comprehensive competitive power ofnation-stated enterprises by using nation-product propaganda. With an aim toconclude the lessons and experiences in the analysis of the fury advertisement war,this paper through comparative study method offers certain references for theenhancement of competitive power of our modern enterprises facing challenges frommultinational enterprises.