Study On Optimization Of GS Tobacco Brand Strategy

Over the past30years, China’s tobacco industry has been developing rapidly. By2013, there have been nearly400million people consuming cigarette in China, thus the tobacco industry has made great contributions to fiscal revenue and economic growth in China. On the one hand, since China joined WTO, foreign tobacco giants have flooded into China, which has formed certain impact on China’s cigarette market. On the other hand, the deep-going World Framework Convention on Tobacco Control makes the development environment of tobacco industry restricted to a certain degree. Meanwhile, people have deepened their understanding about dangers of smoking and seek health, which have certain influence on tobacco industry. Under this environment, tobacco industry’s development space faces pressure and challenges from many aspects such as international and domestic, outside and inside the industry. In order to gain competitive advantages, tobacco enterprises should start from brand building, raise brand building to the height of enterprise business strategy, implement brand strategy, strive to make brand bigger and stronger, and enhance brand competitiveness.GS tobacco brand is the key brand belonging to China Tobacco Corporation in province G and bears business pressure of corporation developing. Facing great market pressure and growth pressure, GS tobacco brand must raise brand building to the height of enterprise business strategy and implement brand strategy. Firstly, this paper analyzes macro environment and micro environment of GS tobacco brand, combined with current situation of GS tobacco brand strategy, makes diagnosis of GS tobacco brand strategy from three aspects:product system, brand communication and promotion and construction of brand culture, and analyzes problems existing in the implementation of GS tobacco brand strategy; secondly, this paper investigates and analyzes Chinese cigarette market and cigarette consumers; thirdly, this paper puts forward strategies for optimization of GS tobacco brand strategy again from three aspects:product system, brand communication and promotion and construction of brand culture. Finally, in order to ensure the effective implementation of GS tobacco brand strategy, this paper proposes to take reinforcing measures from three aspects:organization, enterprise culture and staff.The following article is a GS tobacco brand optimizing proposal which encourages domestic tobacco industries to have innovative business model and strategy by studying the GS tobacco brand case.