Hengyang City Tobacco Company Cigarette Brand Development

"Cigarette-level-up" is the strategic mission of China's cigarette industry currently and within a certain period of future time, which is also the general goal of China's cigarette industry during the Twelfth Five-year Plan. A higher level of Brand cultivation is critical for "Cigarette-level-up".How to promote the level of brand cultivation, especially of key cigarette brands, so as to realizes the"532" and "461" brand development plan proposed by National Bureau, is work focus of cigarette industry at present.However, work situation of brand cultivation is not optimistic presently. On the one hand, the global implementation of International Cigarette Control Convention has brought about a lot of restraints to the cigarette brand cultivation. Tobacco Monopoly Law stipulates clearly that tobacco advertisement is forbidden to issue in public in any form. On the other hand, with China's entry into WTO, China's cigarette brand will face a more severe international competition because of the sharp decrease of custom for overseas cigarette.The paper, starting with the present situation of Hengyang Tobacco Company's brand cultivation, has emphatically analyzed the present situation of domestic and foreign cigarette brand development, the achievement and problems of Hengyang Tobacco Company's brand cultivation, and the reasons of existing questions. Basisd on this, the paper has applied the SWOT analysis to study the internal and external environment of Hengyang Tobacco Company's key cigarette brand cultivation, excavated its advantages, disadvantages, opportunities and challenges. At last, according to the situation faced by tobacco industry at home and abroad, and the existing problems and reasons and environment of Hengyang Tobacco brand cultivation, the paper puts forward strategy for Hengyang Tobacco Company's cigarette brand cultivation from macro-view, medium-view and micro-view. The paper has also used Shuangxi Cigarette as a study case to introduce its development conditions in Hengyang market.