Shandong Zhongyan Brand Strategy Optimization Research

Tobacco is a kind of consumer goods with special use value, which is harmful to the health of the body. However, it has a large number of consumption, only in China, there are more than 300 million of the number of smokers. China's tobacco industry plays an important role in the development of national economy, and it is of great significance to carry out further research on it. Nowadays, the importance of brand strategy has become more and more important in the market. The brand strategy plays an important role in the enterprise development strategy, and the brand has both tangible and intangible value. Domestic tobacco industry because of its special nature, one is the implementation of tobacco monopoly, two is because of the prohibition of direct propaganda, making long-term sales of tobacco in administrative management, tobacco companies are not high degree of attention to the brand strategy.Shandongtobacco company currently integrates the province's many tobacco brands, Taishan, as the focus of the operation of the brand, and strive to push the country, however, in the implementation process is not obvious. And Chinese after joining the WTO, the tobacco industry is facing increasingly fierce market competition, the Shandong tobacco brand to the country, improve the province tobacco market share, is the only way which must be passed in the development of Shandong tobacco.In view of this, based on the present development of Shandong based on the actual case with brand strategy management theory and the tobacco market operation, the analysis of Shandong tobacco currently exists in the brand strategic management issues, why will rise to the enterprise brand management strategy.The paper analyzed the macro environment with SWOT analysis and PEST analysis of Shandong tobacco and market environment, find out the problems of Shandong tobacco brand strategy, through the development of the enterprise of the tobacco market in the case, to find suitable for Shandong tobacco development in the national market brand strategy, put forward the direction and method for Shandong the smoke in the next step in the development of the market, explore the method by mass and young Shandong tobacco brand to enhance the core competitiveness of enterprises, through the optimization of Shandong tobacco brand strategy for the enterprise in the future competition in a dominant position in the competition, and strive to become the tobacco industry leading enterprises.The main innovation of this paper is put forward on product innovation to better fit the trend of the development of tobacco enterprises; risk assessment and prevention and control of the added content of brand strategy optimization measures on tobacco in Shandong, to ensure that enterprises in the process of implementing the strategy of flexible and correct space, to ensure the steady development of enterprises.