Htongta Group Band Communication Strategy

Within the world environment, compared with other industries, the spread of tobacco industry has more and stricter limits with no exception. No matter the international " the Framework Convention on Tobacco Control" or a series of China’s domestic laws and regulations, both of them have made strict rules on the propagation of tobacco brands and enterprises. Nowadays, with the increasingly intensified market competition, if the tobacco enterprise wants to be in an invincible position, it needs the rise and mightiness of the brand. Hongta Group is the most outstanding one in tobacco industry. As the leading enterprise in Chinese tobacco industry at the end of last century, its leading position has gradually fallen down and faced more and more challenges. Hongta Group has moved forward slowly in the road of transformation and its rand spread strategy and countermeasures have been changed quietly.Taking the brand communication strategy of Hongta Group in recent years as the main research, from the perspective of Communication and Brand science, adopting the analyzing method of field research and literature informations, from the aspect of commodity and service brand of enterprise brand, this paper has summarized the different internal and external spread strategies, and also made evaluation of the measures’specific effects on the brand image through data collection, so as to find out the existing problems. Combined with different problems and existing practical attempts, this paper has tried to start from the aspect of brand spread and put forward the solution targeted at several aspects as transmission channels, brand architecture, brand culture, brand image and brand management. Through the analysis and research of this specific case, this paper has tried to explore a kind of general brand spread strategy from the perspective of Communication and Brand, with the expectation of reference significance for the brand spread of other enterprises.