Tobacco Hunan Industrial Brand Integration And International Development Studies

Hunan Tobacco Industry Cooperation has made some progress in the development of the brand size, creating brand value, cultivating brand competitiveness, bettering technical equipment and increasing brand benefits since it established in 2003. Meantimes, it has also accumulated some experiences on performance of brand development strategies, positioning and creating of the brand value , directional integration and joint processing of brand, quality management of brand, application of information technology on brand, R&D ability of tobacco technology, fostering of marketing channels and brand culture. However,there are still wide gaps between bands of Hunan Tobacco Industry Cooperation and the main foreign tobacco brands ,which are very obvious in brand scale, brand concentration,brand coverage, brand channels, and brand cost controlling, technology innovation, management on supply chain , the degree of informationization.Based on sudying on relevant theories, this article systematically puts forward to ideas of brand integration and directions of international development for Hunan Tobacco Industry Cooperation who is faced with the new opportunities and challenges in the new situation. In a short term , brand integration should be focused on from follows: integration of the cooperation's business processes and organizational structure, marketing channels, brand structure, forms of brand spread, technology R&D resources, ecological relationship of brand, supply chain, brand culture, as well as promoting of the directional brand integration, positioning and creating of the brand value ,and innovating of the band-marketing system. In a long term, international brand development should be concerned and directed in order to enhance international competitiveness of the brand by international localizating of the band, transnational management on the brand culture and brand image, developing of technical standards of "Chinese Cigarettes", the cross-border band extension, international management on the brand crisis , the introduction and nurture of talented people etc..We think about the core idea of the brand integration and international development is that brand value should be created by fostering brand culture personality, providing differential services and new various products on the basis of the consumer-oriented brand relationship management. In addition, we also further study on brand category manager system, and new ways of brand communication such as brand extension, characteristics promotion, direct marketing and visit sales etc.. On new situation, Hunan Tobacco Industry Cooperation should pay more attention to brand crisis management, for example strengthern security management of the raw tobacco materials, energy saving and environmental protection during tobacco production and circulation.