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A Research on Cigarette Brand Development Strategy of Shandong

Author: ZhuZhenFang
Tutor: WangDeSheng
School: Shandong University
Course: Business Administration
Keywords: Tobacco industry Cigarette brands Lu made ??cigarettes Brand Strategy
CLC: F426.8
Type: Master's thesis
Year: 2010
Downloads: 106
Quote: 0
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Abstract


Marketing expert David Ogilvy once said, the only way to have a market is to have market-leading brands. Reflect the value of the brand is the core, is a manifestation of core competitiveness of enterprises. In recent years, the National Bureau of big market, big brands, big corporate strategy, driven by the tobacco industry to market-oriented, with the brand as the core resource allocation gradually reformed, a strong impetus to the market structure from decentralized to centralized competition competitive changes form a \Fierce competition in the future, who in the \In a competitive disadvantage Lu production last cigarette brands can seize development opportunities and achieve a meteoric rise, come from behind, among the \This in-depth analysis of the internal and external environment of cigarette production Lu, Lu produced cigarette brands problems facing the development of opportunities and threats that Lu produced cigarette brands can coexist on the challenges and opportunities of the environment, proper brand positioning, brand development re- strategic choices, seize the opportunity to re-establish a competitive advantage, is bigger and stronger brand, to achieve a meteoric rise, from behind the key. Assess the situation and face the challenges, the implementation of brand development strategy is Lu cigarette cigarette producing an inevitable choice for sustainable development. Lu made cigarettes brand development strategy design and implementation is a matter of Lu-made cigarettes and Tobacco Shandong future long-term development of the core strategy. This paper from the strategic orientation level, tactical, operational level and the specific implementation level, Shandong Tobacco planning, design theory with a certain depth, with strong operational, producing a more perfect system Lu cigarette brand development strategy and the implementation of the strategy The implementation of the specific vision, a clear focus on developing the proposed \grand strategy, and from the strengthening organizational leadership, brand development firm confidence and enhance organizational leadership, raw support capabilities, innovation and development capabilities, brand competitiveness, marketing ability, cultural transmission capacity 7 put forward to ensure that Lu produced cigarette brands development strategy advice and job specific implementation measures to achieve the \

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