"Zhenlong" Brand Image Building And Communication Strategy Research

China Tobacco Guangxi Industrial CO.,Ltd.is the large state-owned company which is directly under the China Tobacco monopoly administration(China Tobacco Corporation).It is one of 18 provincial tobacco industrial enterprises,also is the only provincial tobacco industrial company in minority area."ZHENLONG" brand which it owns won a "60 Guangxi's most influential brand at the 60th anniversary of the state" and other honorary titles,and was identified as one of the "Double 15 Brands" by China Tobacco monopoly administration,which the whole industry would put priority on.As the national awareness of brand is awakening,an era of overall-development and full competition of brand market is coming gradually.In the case of tobacco industry implement the "Big Business,Big Market,Big Brand" development strategy,China Tobacco Guangxi Industrial CO.,Ltd.should firmly play good brand cultivation protracted war,and build the "ZHENLONG" a bigger and stronger brand.It not only is urgently needed,and a long way to go.This article will adopt the method of qualitative and quantitative study.On the base of related theories of the brand image building and communication both at home and abroad,this article is aiming at the current problems of "ZHENLONG" brand image,such as the development is imbalance and not sufficient,brand positioning is not clear,and the lack of cultural connotation.According to the perspective of brand connotation,enterprise culture and negative image control,this article supply a solution to brand image building and communication,explore a new path for "ZHENLONG" brand building to cultivate and develop,which enhance brand image,expand brand influence and competitiveness.