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Brand Strategy of Cigarettes Produced in Yunnan Province

Author: HuangZuo
Tutor: ZhanMingAn
School: Yunnan University
Course: Business Administration
Keywords: tobacco industry Yunnan cigarette the brand developmentstrategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 45
Quote: 0
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Abstract


"Brand" concept a long time. Brand is an important intangible asset, domestic and foreign research scholars and entrepreneurs generally believe. Brand as a business critical strategic resource has become one of the core of enterprise management, identify the product different from the past only as a tactical tool. Brand development strategy for the theoretical study of the ascendant in the world. China brand strategy for research and practice is also in development.Tobacco is the economic pillar industry in Yunnan, but also a n important part of our national economy. The development of China’s tobacco industry has made considerable progress thanks to the long-term monopoly system Asylum. Chinese tobacco companies and the world’s leading tobacco groups there is a clear gap. the main reasons are:the government and enterprises combined, more administrative intervention and insufficient market competition, etc. Yunnan is China’s important base for tobacco cultivation and cigarette producing provinces. Yunnan tobacco industry has a huge responsibility to lead the industry development, and explore other aspects of international competition. Yunnan cigarette brands problems reflected of more prominent in the development based on international tobacco trends are changing and the rapid development of China’s tobacco business context. Yunnan cigarette brands problems manifested in brand positioning is not clear, the product structure is irrational, the brand culture needed to strengthen, brand management system is not oerfect. etc.This paper carefully combing the domestic and foreign scholars on the brand, brand strategy and brand competitiveness theory. This paper also analyzes the brand strategy in Yunnan cigarette enterprise application. Based on the theoretical basis, this paper comprehensively analyzes the development of domestic and foreign cigarette brand status and future trends. Using SWOT, brand diagnostic model, comparative analysis and other tools this paper analyzes the competitive environment in Yunnan cigarette brands. Based on the above analysis, this paper summarizes the main issues of Yunnan cigarette brands, puts forward the basic ideas and implementation suggestions about Yunnan cigarette brand development strategy.

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