A Research On Cigarette Brand Development Strategy Of Shandong

Marketing expert David Ogilvy once said, the only way is to have market-leading brands owning the market. Brand is the embodiment of the core value and the core competitiveness. In recent years, driven by big market, big brands and large enterprise strategy of the National Bureau, tobacco industry is reformed gradually, orienting market and taking advantage of resource allocation style regarding as the core of brand. Market layout has been effectively transformed from dispersed competition to clustered competition, becoming a competitive trend of great versus large, strong versus strong and fast versus fast. In the future fierce competition environment, it is man who will seize the development initiative if he can occupy a seat during the brand development goals of "532" and "461". Whether cigarette brand made in Shandong province at a competitive disadvantage can seize the last opportunities for development to achieve a meteoric rise, come form behind and enter into the "532" scale sequence and the "461" value sequence or not, it is directly related to the survival of China tobacco in Shandong industrial corporation.By means of deeply analyzing the internal and external environment, the existing the problem of brand development, the opportunities and threats, we believe whether the cigarette brand made in Shandong province can implement brand positioning correctly, re-choice of brand development strategy, seize the chances, rebuild the competitive advantage is the key achieving the brand of big and strong, coming from behind and carrying out the purpose of the meteoric rising. Seriously considering the situation, facing the challenges and the implementation of cigarette brand development strategy is the inevitable choice for sustainable development for the cigarette brand made in Shandong province. The design and implementation of cigarette brand development strategy made in Shandong province is the core strategy related the future of cigarette brand development strategy made in Shandong province and the long -term development of China tobacco in Shandong industrial corporation.In this thesis, a piece of development strategy and idea implementing the development strategy having some theoretical depth, with strong operational and the more perfect system are designed and planed from three level of strategic direction, tactical operations and specific implementation for China tobacco in Shandong industrial corporation. It is proposed that "Tarzan" brand should be focused on energy to develop clearly. The basic strategy of brand vision, brand positioning, strategic principles, objectives, tasks and four strategy of resources to speed up the implementation of integration strategy, innovation and integration strategies, precision marketing are also proposed. We also proposed the Comments and the specific implementation measures ensuring the implementation of the cigarette brand made in Shandong province development strategy from aspects of 7, which are strengthening the organization, determining the confidence of brand development, enhancing the organization and leadership capacity, the organization and leadership capacity, innovation and development, brand competitiveness, marketing ability, cultural transmission capacity and so on, in order to make "Tarzan" brand to achieve leap-forward development, seize the commanding heights of development and occupy a seat in the future market competition.