A Research On The Service Brand Building And Management In China Tobacco Company

In the domestic and foreign tobacco markets, the competition among tobacco enterprises has become intense. With the constraints of the International Framework Convention on Tobacco Control and the pressures from increasingly stringent national tobacco control environmental policy, the Chinese tobacco companies are trying to overcome the new challenges on functions and management by service brand building. The service brand will lead the formation of new business services and brand architecture system, so that the tobacco companies can get the fresh and powerful energy for the further development and achieve corporate vision. This research is based on the meaning of service brand, brand value theory, domestic and international service brand construction models. The Analysis is from the three major customers'dimensions, which is about the tobacco farmers, industrial enterprises and retailers, focus on the process of service brand with the Yuxi Tobacco Company, elaborating the specificity of building service brand, the brand value content, effect and problems of the construction. There are concrete proposals to achieve the successes and improvement on service brand scheme, promotion, practice and management. Service brand internalization is the best way to develop a new brand. The service brand will show significant importance to the tobacco commercial enterprises in the future. This thesis is valuable for the service brand construction and management of Yuxi Tobacco Company.