Cigarette Brand Cultivation Management Research Of Hunan Tobacco Company Chenzhou Branch

Make a general survey of tobacco industry’s development history, the time of our country’s industrial brand creation is not long, the starting lags far behind world’s developed countries. With the development of society and economical growth, domestic famous brands get more and more, the development of industrial brands tends to be very rapid. However, cigarette brands cannot use advertising media to actively conduct promotion and cultivation of brands, and it has to accept the impact force of world’s other international cigarette brands at the same time. With people’s deeper and deeper acquaintance and gradually changing ideologies to tobacco industry, our country’s current tobacco monopoly system is under great ordeal, how does each tobacco industry achieve better development under this severe condition and cultivate their own brands at the same time would be the most difficult problem that worth thinking for tobacco industry.This article takes Chenzhou Tobacco Company as example and according to the statistical data of cigarette sales in all regions of Hunan province from2007to2011, combining with economics and management theories, conducting qualitative analysis to brand cultivation current situation and process of Chenzhou Tobacco Company. The article analyzes and summarizes some problems of Chenzhou Tobacco Company brand development, such as brand development system is imperfect, industrial and commercial synergies difficult, lack of motivation to cultivate. And then further analyzing external environment from political environment, economic environment, sociocultural environment and technical environment, analyzing company’s external environment from company profile, marketing ability, management level and basic management and on basis of these, conducting SWOT analysis and proposing brand development goals of Chenzhou Tobacco Company. Eventually combining with the specific circumstances of Chenzhou tobacco company, coming up with cigarette brand cultivation "542" pattern, that is brand cultivation work conducts market cultivation of cigarette brands from several aspects like five dimensions, four periods, two evaluation, etc, establish a set of complete brand cultivation system.Based on the established brand cultivation system, this article is also put forward a series of measures for the implementation of cigarette brand cultivation model in Chenzhou Tobacco Company, such as clear cultivating direction, optimization basic work of brand cultivation, strengthening marketing efforts of industrial and commercial cooperative, increasing promotional activities, implementation of optimal management, strengthening process guidance.