Research On Shandong Cigarette Brand Competitiveness

With the development of the economic globalization, China has stepped in to an era of brand competition. Brand is a reflection of core value, of an enterprise’s core competitiveness.For a long time, China’s tobacco industry has being implemented the centralized management of tobacco monopoly system. As China has accessed into the WTO, faced with the transnational tobacco groups’ competition, our tobacco industry must accelerate the reform in the management system. The small size of enterprises, the lack of competitiveness of cigarette brands, composed the status needed to be changed now. Improving cigarette brands’competitiveness has become the key of the cigarette industry and the enterprises’survival and development.In recent years, by the driving of the National Tobacco Monopoly Bureau’s "Big Market, Big Brand, Big Company" strategy, the tobacco industry holds market oriented, choose brand as the core value, the resource allocation reform is deepening rapidly, and effectively promote the market pattern, from the dispersed competition to the centralization, forms the "Big on Big, Strong to Strong, Fast on Fast" competition trend.In the future’s fierce competition, who occupies a space in the "532" and "461" brands development goals, who will just be able to win the strike of development initialization. With competitive disadvantages, Shandong cigarette brands must seize the last opportunity of development, to achieve the rises of themselves and catch up with others from the behind, ranks to the "532" scale sequence and "461" value sequence, that will directly relates to the survival of the Shandong cigarette.Based on the theories of brand competitiveness as the breakthrough point, this paper analyzes the international the domestic development’s present situation and the trend of it in the tobacco industry, makes the necessity clear that the enterprises should carries out the brand strategy. With the analysis to the macroscopical policy, environment and the brands’ development’s basic condition and the model in the tobacco of the Shandong cigarette brands’ development’s status and the advantages and disadvantages in-depth. Based on the tobacco industry and the Shandong brands’ strengths and weaknesses in the competition by using the SWOT and PEST analysis methods. By the research and analysis of national key brand brands, this paper put forward some methods and measures to promote the competitiveness of the Shandong cigarette brands.