Research On The Brand Integration And Brand Marketing Tactics In Huangshan Cigarette Factory

The tobacco industry consistently monopolized by the government has been faced with the great challenge since China entered the WTO. With the increasingly fierce market competition, the tobacco industry started a new reformative phase of development for adjusting the economic structure, annexing or reconstructing enterprises and integrating brands. As the new method of brand management recently, brand integration is an important strategy to respond confidently to the increasingly fierce market competition. Furthermore, the brand integration is a logical choice not only to surmount the pressure from the marketing competition, reduce the expensive of create and uphold a brand, but also to fit in with the trends of economic globalization and the consumers' favoritism, enhance the competitive core power of enterprises' commodities. Brand marketing is an important part of the enterprise's brand strategies. It's also an essential measure to attain the objectives of creating the value of brands and raising the core competitive power of brands. Today, the domestic tobacco enterprises involving Huangshan cigarette factory have some urgent questions to solve such as lack of the brand's sense, lower competitive power of brand and so on. Under the increasingly changeable circumstances of international and domestic markets, Huangshan cigarette factory face the urgent choice to promoting the effective process of brand integration and brand marketing, maintaining and improving brands' not products' competitive superiority, enlarging or strengthening the cigarettes' brands from region brands to state brands and enhancing the synthetic competitive power about the brands.On the basis of overall analyzing the competitive circumstance of tobaccomarkets and the difference between international brands and domestic brands, the thesis points out the strategic objective about brand integration of Huangshan cigarette factory by using the positive methods or analysis patterns such as Poston analysis, questionnaire and the view of brand integration. According to the integrally reviewing of the developing condition of Huangshan cigarette factory, the author tries to clarify the strategic location to the brands such as concentrating the advantageous resources, developing "Huangshan" and "Hong Sanhuan" in an all-round way. And then, the author tries to design the brand integration plan systematically. In addition, the author makes a comprehensive program of the marketing tactics about "Huangshan" and "Hong Sanhuan". Among these analyses, the author puts emphases on the aspects containing brand positioning, commodity guarantee, integrated marketing communication, raising the value of brands etc. Finally, the thesis puts forward some proposals for the noticeable questions during the process of brand integration in Huangshan cigarette factory.The research has both theoretical values and practical inspiration to the healthy development of Huangshan cigarette factory and brand integration or brand marketing in other domestic tobacco enterprises.