Study On The Brand Strategy Of Huangguoshu

The "HuangGuoShu" Brand is a supporting brand of Guiyang cigarette mill and Guizhou tobacco industry. In recent years, under the background of "Great market, Great enterprise, Great brand", the"HuangGuoShu" Brand has gotten fast development. In 2004, the output and the sales volume were in the fourth place of our country. In 2005 the output and the sales volume had broken through more than 1 million boxes. However, making "great" is not equal to "powerful". Along with the development of the "HuangGuoShu" Brand, the question in the" HuangGuoShu" Brand strategy aspect, such as, the brand orientation is not clear, the brand imagine is indistinct, the product tactic is short of pertinence, the transmitting measure is single and so on is giving more and more prominence and has become a "bottle neck" of restricting the brand further development. This article uses the brand recognition theory of David. Aige and the orientating theory proposed by Jack. Telaote, through the investigation about the aspects of the general situation of cigarette industry, the consuming action & mentality of the consumers, the scale, structure, imagine, individuality, development tendency and the strategic management of the key brands, having discussed and analyzed the brand strategic situation, development tendency and existing problem of the cigarette brand, on the base of sufficiently comprehending the competition tactic of the competitor and combining the brand resources...