Research On HL Company's Brand Strategy

Brand is the embodiment of the core competitiveness of an enterprise.Brand strategy is a crucial means for enterprises to achieve sustainable development.Tobacco industry enterprises are inseparable from brand development strategy.For a long time,China's tobacco industry has been implementing a centralized and unified tobacco monopoly management system,and the brand awareness of enterprise is not strong.With the constant expansion and strong competition of transnational tobacco groups in China's market,the tobacco industry must speed up the structural reform,pay high attention to brand strategy,and change the status quo of small enterprise scale and lack of competitive tobacco brands.Based on the correlation theory of brand and competitiveness,this paper studied the brand strategy of RMDHT.Firstly,this paper expounded overseas and domestic research status,as well as the contents and methods of this paper are pointed out.Secondly,this paper studied the basic concept and basic theory of brand strategy and the basic model of tobacco enterprise brand strategy;Thirdly,the current situation and existing problems of HL company's brand strategy are analyzed to find out the existing problems of HL company's brand strategy.Fourthly,this paper analyzed the future brand development of HL company by combining macro-environment analysis,domestic and foreign tobacco development history and domestic tobacco industry characteristics,etc.Fifthly,concrete configuration is proposed for HL company's brand development strategy,including four aspects: brand quality strategy,brand product line development strategy,brand cultivation strategy and brand protection strategy.Finally,in order to ensure that the above mentioned brand strategy can be carried out smoothly,this paper proposed the implementation guarantee of HL company's brand development strategy in the last chapter,which includes four aspects: organizational structure adjustment,personnel recruitment and salary system,talent training strategy and enterprise culture construction.The purpose of this paper is to adjust the brand strategy of HL company through a series of adjustments.By improving product quality,expand the brand product line,a series of measures such as strengthening the brand cultivation,effectively reversing the company existing losses,a battle that helps winning the HL company to strengthen the brand market competitiveness and occupy a place in the fierce competition of tobacco brand.