Research On Development Strategy And Brand Competition Tactics Of Qianjiang Cigarette Factory

The enterprise stratagem is the overall programmatic and directional decision which is combined with the characteristics of internal and external environment in order to win the competition advantages and so keep a steady and long-term development. In modern market economy, the enterprise needs to make an appropriate developing strategy constantly according to environmental changes. The competition between enterprises has been developed from the quality and price, which once played a leading role, into a brand fight which embodies the comprehensive qualities of the enterprise nowadays. Therefore, the enterprise should select the tactics of the brand competition sensibly, enhance the brand administration, participate in and win the competition according to the overall strategy .Through the qualitative and quantitative analyses on the present developing situation, the external & internal enviroment that Qiangjiang Cigarette Factory is confronting, Chongqing cigarette industry and the cigarette's market structure, this thesis utilizes the relative theories & methods (SPACE & BCG matrixes mainly) on strategic selection and evaluation to make a strategic matching and selection for the future development of Qiangjiang Cigarette Factory and determines that the enterprise should select different product-market strategies such as the market permeation and research ,the product research and etc.,which mainly concern the brand competition with the secondary seating-arrangement strategy. Simoutaneously, the thesis puts forward clearly an idea that the main way for the enterprise to participate in the competition is the famous brand-establishing to create regional strong brand in Chongqing market. On this base, this thesis studies the present brand situation of Qiangjiang Cigarette Factory with its main competitors, analyzes orientatially its present brand and advances for certain that brand Chaotianmen & Qianlong should be regarded as the key to the brand construction, advices that the enterprise manoeuvre its all-side forces against the brand fight, set up the leading group of the brand construction ,lay stress on the good relation with relevant people, keep tactic consistency in implementation, build users' material-base, have a full understanding of your customers, and enhance the management on its brand & produce line, and attach importance to the rational application of the three push-sale means. In the brand management, the thesis emphasizes such work as the brand cultural construction, brand union exploration, careful brand extension, brandstrengthening of development outward, etc,. In the product management, the thesis emphasizes the combination on the product line expansion with its reduction and advances the modernization of the product line. When the three push-sale means are used, the thesis attaches importance to advertisements for brand spreading and consolidation, proposes clearly the public slogan for the brand advertisement, uses steadily the technologies on business extention, makes clear its time & place, cultivates actively public relations, and has a effective connection with the brand imagination & product features. In addition,the thesis lays stress on service qualities, product quality management and participates in netwok construction.