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A Study in Management of Tobacco Brand

Author: SunJian
Tutor: ZhangJinHai
School: Wuhan University
Course: Communication
Keywords: Tobacco brand Core value Brand character management mode
CLC: F426.8
Type: Master's thesis
Year: 2005
Downloads: 815
Quote: 0
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Abstract


Our country’s tobacco industry contributes 10 percent tax benefit annually, now it is facing three challenges from brand, system and technique. The market opens increasingly, the foreign tobacco brands got more space in Chinese market, compared with those foreign tobacco tycoons, our tobacco brands are really too weak, the competition pressure is huge; Although Tobacco Monopolization System ever had positive effect to the standardization of the market, but now become the obstacle hard to overcome for Chinese tobacco enterprises. The Chinese tobacco brands want to occupy world market must control the independent core technique. "Chinese cigarette" has the breakthrough on the technique, but far high the foreign cigarette of the tar content. Under the strategy of "big market, big enterprise, big brand", the nation is carrying out a series reform to strengthen the competitiveness of the tobacco industry recent years. The ultimate performance of the competitiveness is appearing the strong tobacco brands.The lack of strong tobacco brand in our country, not only lies on the restriction of laws to tobacco adverting, but also lies on the brand management that lacks the system, cause the confusion of brand element and communication.The essay combines the brand management model of the international advertising agency and the reality of tobacco industry of our country, by the method of case study, inducing to the model which manages the internal and external system of brand. The internal system management helps the brand refine the core value; the external system management helps the brand integrate diverse communication. Only tobacco brands change the phenomenon of depending on advertising excessively, innovate in marketing communication, and then can establish the vital brands.

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