Research On The Multi-brand Strategy Management Of Cigarette Company

With the emergence of product homogeneity, the role of brand in themarket competition is becoming more and more important. Especially inrecent years China and the world increasingly close economic exchanges,the brand is playing an essential role. Facing fierce challenges of foreignmultinational tobacco companies, and large-scale reorganization of thedomestic industry, how the tobacco companies in China promote to thedevelopment of cigarette on the level, accelerate the structural adjustmentof cigarette brand, and cultivate the national brands,international brands isparticularly critical. Facing opportunities and challenges, how the group ofHubei tobacco implement the multi-brand strategy more effectively, hasbecome the top priority of their further development.This paper mainly uses the methods of comparative analysis, literaturesearch, case analysis and other methods, to analyze brand strategy of ourcountry cigarette enterprises.This article firstly explained the background, significance, objectives,methods, new ideas in detail. Second, look back theoretical research ofcigarette band at home and abroad. Mainly on the research of concept ofbrand, brand strategy, brand hierarchical structure, multi-branding strategy.On the basis of research on theory, this article described the presentsituation and problems of enterprise’s brand strategy on tobacco industry.Mainly introduces domestic cigarette market, branding strategies, brandevolution on foreign tobacco company, and make comparative analysis ofthe cigarette brand strategy at home and abroad, and pointed out that therewere still some problems on cigarette brand strategy of enterprises in China.On the problems of cigarette brands, Proposed multi-branding strategy oftobacco companies, including strategic planning, implementation of brandstrategy, approach and strategy; playing a warning function and referencevalue for domestic cigarette companies implementing brand strategy. Thenselecting Tobacco in Hubei Province, further proof implementation ofcigarette Enterprise brand strategy.