Tobacco Hunan Brand Development Strategy Study

Brand marketing has become the only option of the tobacco industry of our country to deal with the domestic and foreign competition. The key issues which need to be solved by China Tobacco Hunan Industrial Corporation (UNANTIC) are to how to carry out brand building, how to improve the brand's reputation and how to make the brand be bigger and stronger. Based on this context, it is very important to study the "Furongwang" and "Baisha".Based on the status and the existing problems of UNANTIC, competitive environments of the domestic and foreign are studied so that strategy and design of the brand marketing of the "Furongwang"and "Baisha" are put forward to offer the references for the formulation and implementation of brand marketing of UNANTIC. The paper is divided into five parts: the first is introduction that is comprised of the background, purpose and significance and research status at home and abroad; the second is the theoretical analysis of brand marketing that includes the concept, characteristics and role of brand marketing and the distinction between brand marketing and the traditional marketing. The third part is the competitive environments of UNANTIC that include foreign market conditions and characteristics of the domestic tobacco industry and analyze the major competitors of the domestic tobacco industry and the characteristics of brand marketing; the fourth part is to focus on the in-depth analysis of the status of UNANTIC's brand marketing. Based on the overview of UNANTIC, the status of brand marketing of "Furongwang"and "Baisha" is analyzed. The status is composed of three parts. The first is that "Furongwang"and "Baisha", as a national key brand, are supported. The second is the channel construction of "Furongwang"and "Baisha". The third is brand marketing and management of "Furongwang"and "Baisha". The fourth is the operation of "Furongwang"and "Baisha". Based on these theory, using the method of survey, market research is carried out for the brand development of "Furongwang"and "Baisha" in terms of the market performance, the prospect of competition and the transmission of value; The fifth part is that the development strategy and design of UNANTIC's brand are proposed. There are six parts. The first is that based on the integrated culture after integrating the UNANTIC, the position and development concept of UNANTIC are put forward. The second is that the target of the brand development is put forward. The third is the identification of market segmentation and target market and the market selection of brand target of "Furongwang"and "Baisha". The fourth is to extract the brand positioning and core value. The fifth is that brand image-building of UNANTIC and the design and packaging design of identification system of the service terminal of "Furongwang"and "Baisha" are raised. The sixth is that the implementation strategy of brand marketing is put forward including the strengthening of the brand cultural construction of UNANTIC, the establishment of brand marketing as the main body of the marketing system, the improve of competitiveness of UNANTIC, the promote of brand innovation and the consolidation and development of the brand, the focusing of the target market strategy and innovation, the optimization of the national market layout, the promotion of the synergies marketing of the industry and commerce and the cultivation of the brand.