The Brand-orientation And Advertisement-spread Of GuoBao

Under the tobacco fiscal monopoly system, tobacco-industry in China had ever been the name matches the reality monopolization, and tobacco-market had ever been seller's market. Going with breaking the barrier in mainland, from the late of 1980's, tobacco-industry in China had introduced competition. But this kind of competition was still the adjustability of supply and demand under the national plan. In addition, the long-term system protection conduced disadvantages to many tobacco factories, that is, paying more attention to production than sales and marketing. ChengDu tobacco factory and ShiFang tobacco factory in Mian Yang also have this old conception.But, going with the subscription of FCTC (the Frame of Contract in Tobacco Control) and the Chinese government entering the WTO, we can predict that the competition of tobacco-industry in SiChuan will be serious.The original shape of this paper was a brand layout for GuoBao, which have been consigned by ShiFang tobacco factory in Mian Yang.This paper has four parts:The first part in this paper analyses the macro-environment of tobacco-industry (by PECT analytical method) and GuoBao's Sichuan competition-environment (by SWOT analytical method). These are exteriorconditions in this paper.In the second part of this paper, we can get the conclusion that the essential outlet of protecting famous brand and prolonging brand's lifecycle is extending the brand. And this paper affirm the vice-brand strategy of GuoBao, via the theory of extending the brand and the investigation of the actuality about GuoBao's brand extending. Under this precondition, the orientation of GuoBao can be investigated concretely. The core of orientation is the theory of STP, these are subdividing market, selecting the object market and orientation. The part involves tobacco-customer's mental subdivision, the investigation of customer's behavior and so on Especially, the investigation of tobacco-customer's behavior in this part is an application and innovation of Customer's Behavior method.In the third part of this paper, the tobacco-customer's habits of contact with medium were investigated. It is also an application and innovation. In addition, the action directory for GuoBao's advertisement is gained by applying the theory of ad's effect and effect's mechanism. And the strategy selection for GuoBao's advertisement is stated.The fourth part discusses how to ensure the brand-orientation and advertisement-spread of GuoBao. Because the most investigated materials in this paper come from the conclusions of GuoBao's market survey, whether these conclusions are objective is essential guarantee for making each investigated right in this paper. In addition, the brand center system offers the institutional protection for GuoBao's orientation and advertisement-spread. So, the discussion of the brand center system is very necessary.Because the brand center system is fresh in tobacco-industry of China, and the advertisement knowledge is scarce to me. This paper is a great shortage of the domain of this two.