| With Chinese tobacco industry's rapid and stable development, HongYunHongHe Group, after three integration and reorganization, has become the largest industrial group in China, with solid technical force, long history of brand culture and strong product marketing ability in cigarette. And it has enjoyed a high reputation among customers and utterly important position in tobacco industry.In recent years, the group spares no effort in facilitating the cooperation projects with Dalian tobacco market and accelerating the development of Dalian tobacco market. The two parties have already established a new cultivation mechanism of brand integration with industrial and commercial collaboration and dealer interaction. Though the development of brand integration has been unceasingly perfected, HongYunHongHe Group's new brand cultivation hasn't pay off in Dalian tobacco market. Especially when it comes to the backbone brand, Yunyan, the brand development has encountered some obstacles.This study is based on the background of Dalian tobacco market. Through analyzing external factors affecting brand strategy, such as the overall macro environment of Dalian, market competition environment of Dalian tobacco market and the consumption behavior characteristics of tobacco consumption group, relating the group brand combination strategy and product combination marketing strategy, the advantage and disadvantage of Yunyan in Dalian market was summarized and key factors affecting the brand strategy were identified. Also, establish suitable growth model for HongYunHongHe Group Yunyan Brand based on key factors affecting the brand cultivation. A brand cultivation strategy and a brand development evaluation method "brand cultivation effect evaluation" was proposed according to growth model for Yunyan Brand. Finally, put forward substantial strategic development strategy for Yunyan, guide the cultivation process of Yunyan in Dalian market, and the market influence of Yunyan is expanded . |
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