The Research Of Chinese Cigarette Brand Integration Mode And Supported Policy Under The Monopoly System

In 1983, China formally promulgated the "Regulations on tobacco monopoly", under the protection of tobacco monopoly system, and through the unremitting efforts of domestic tobacco firms, China's tobacco industry has made great progress in last 28 years. In 2010, the profits and taxes realized by tobacco industry reached 604.5 billion yuan, which date increased more than 139 percents in the last five years.While the domestic tobacco industry has made a series of encouraging achievement, we should also realize that the China's tobacco industry is still lack of international competitiveness, especially lack of some leading brands with international influence. In order to increase international influence of domestic cigarette brands, from the beginning of new century, China's tobacco industry have launched a series of effective reform. From the selection of 36 famous brands, to the implement of "one hundred brands strategy" and "20+10 brand strategy", and then to the putting forward of "532" and "461" brands strategy. "Brand Integration" is becoming the keyword of domestic tobacco industry.The writer has been working in tobacco industry for more than twelve years, witnessed and participated in the process of cigarette brand integration phase. Due to the work reasons, the writer has been concerned on the activities of cigarette brand integration. This paper takes the existing monopoly system of domestic tobacco industry as background, focus on the brand integration of cigarette. Through studying the field of brands and marketing integration of relevant theories and research results, drawing on the common development of international brands and trends, making surveys and studies of domestic typical cases of brand integration, this paper put forward five typical integrated model of domestic cigarette brands, such as "dual brand integration model", "transitional brand integration mode" etc., and analyses the influent factors and suitable condition for different integration model systematically. Meanwhile, this paper makes a discussion about the selection of leading integration modes, the difficulty of implementation and related policy which could support the integration process.The main text is divided into four parts:introduction, related theory and practice, integration status and main modes of Chinese cigarette brands, the selection of Chinese cigarette brand integration mode and related supporting policy afterward.