A Study Of Brand Strategy's Improvement In China Tobacco Industry

With the quick development of world economic globalization, the tobacco industry is facing an international competition, which tends to become drastic. The shares of the international tobacco market are becoming concentrated in a few international tobacco corporations. As the international competitive environment is becoming more and more drastic, our domestic tobacco industry which wants to be stronger must base on the brand strategy to enlarge its own core competition.This thesis firstly introduces the relevant theories of brand and the enterprise core competition, combines the two together properly, and puts forward that the enterprise must carry out the brand strategy which begins with the core competence, and improves by promoting it. Based on the analysis of theories, situations, and conditions of self-development, problems in tobacco brand working are brought up, as well as the basic principles which should be followed by. Through integrating, we can efficiently abandon the conflict produced when brand strategies are carried out, and realize the full combination of brand strategies and enterprise development as well as the goal of grand brand and enterprise.