China Tobacco Hunan Furongwang Brand Image Promotion Research

Recently, the management environment of tobacco industry corporations in our country is changing, mportant changes occurred in management system, the domestic and international market competition become continuous severe. Tobacco corporations need to respond to the market changes positively, change the development, make a scientific and effective development planning to begin the brand image improvement, increase the the brand market influence, integrate the Internal and external resources to face the external challenges. Then they can realize the balance development, and take the advantage position in the fierce competition.As one of the most famous brand in China high level cigarette market, in the environment of the national unified market and tobacco high level industrial policy, the Furongwang of China Tobacco Hunan Industrial Co.,LTD. should respond to the fierce competition positively, continuous promote the brand image of Furongwang, lay a solid foundation for its brand sustainable development. This paper combined the brand image theory with the develop situation of Furongwang, made a research about the brand image construction of Furongwang. Firstly, this research based on the analysis of internal and external environment of China Tobacco Hunan Industrial Co.,LTD’s brand image construction, exploring the opportunity, threat, advantage and disadvantage for Furongwang to promote the brand image. Then, this paper constructed cigarette brand image measure model based on the the existing research at home and abroad, measuring and evaluating the brand image of Furongwang though five aspects, concluding the main brand image problems of Furongwang. At last, according to the empirical analysis results, this paper put forward some systematic strategies for Furongwang’s brand image construction. This paper through the studying of Furongwang brand image construction put forward some corresponding suggestions for Furongwang to solve the problems of brand image, and promote the image level, also providing a useful example for those domestic tobacco enterprises to construct their brand image.