Research About Tobacco Enterprises Building Up Brand Strategy

Tobacco industry has had a steady-speed growth in sales and profit for tens of years. With China's entry of WTO, tobacco industry faces fiercer competition. It mainly shows as the following: 1 .The number of tobacco enterprises is too much; 2.The level of technology is low; 3.The level of management and profit is low; 4.The products have no individuality; 5.The profit of enterprises diversity are small; 6.The enterprise lack incentive system; 7.The products have no international competitive force.Facing these problems that exists in civil tobacco enterprises, and according to actual situation, I completely analyzed tobacco enterprises' marketing environment, competitive pattern, and the actual situation of enterprise diversification, internationalization, and human resource. On the basis of tobacco products' features, combined with national&international research and cases about brand, I achieved conclusion as the following: Implementing brand strategy is the key for tobacco enterprises in fierce competition. The brand strategy includes: 1.Marketing strategy. Tobacco enterprises make market partition and positioning, the emphasize product individuality, and strengthen marketing from product, place and promotion etc; 2.Organization development strategy. Facing fierce competition, tobacco enterprises have to choose diversification and internationalization; 3.Human resource strategy. Tobacco enterprises need to emphasize key talents, with incentive system, technological communication etc.There are some views in this article: 1. Tobacco enterprises should build up brand strategy on the basis of marketing strategy, organization development strategy, and human resource strategy; 2.The key of marketing strategy is positioning and individuality.Push ahead by the tide of the integration, information and internationalization of the world, tobacco enterprises are facing excellent developing chance. Chance and challenge co-existed, how to keep the competition advantage and bring about tobacco enterprises continuous development is the most important to tobaccoenterprises. I devoutly hope that this thesis will give a hand to enterprises' development.