Study On Tobacco Company's Brand Strategy On The Context Of Mereger And Reorganization

At present, the international tobacco giants continue to expand the market to developing countries, tobacco policy and legal environment is becoming increasingly harsh, international context of smoking and tobacco control movement carry out more extensive, The spread of tobacco brand is becoming an increasingly difficult. Compared to foreign tobacco giants, the strength of the domestic tobacco brand is too weak, for the domestic tobacco business, the brand's problem is becoming an insurmountable obstacle.State Tobacco Monopoly Administration to implement reforms aimed at "big business, big markets, big brands", Merger and reorganization of the tobacco industry enterprises provided conditions for the brands development. On how to create and implement their own brand strategy, the domestic tobacco industry companies still stay at the initial stage.This dissertation focuses on brand strategy on tobacco industrial, the whole research covers the key theories and case studies of brand strategy. The paper attempts to study how to improve the brand strategy of domestic tobacco industrial, through an actual case study at brand strategy of CHINA TOBACCO HUBEI INDUSTRIAL LLC. and provide the reference for the brand strategy, on the context of merger and reorganization occurred in the tobacco industry in China.This dissertation consists of six chapters. The first chapter begins with an introduction of the research background and its expected value, finally expounds the theoretical logic and methodology of the dissertation. Chapter two gives the concept of brand,brand strategy and mergers and acquisitions. Chapter three focuses on the key issues about brand strategy of domestic tobacco business. Chapter four put forward some suggestions on brand strategy. Chapter five is the case company overview and cases analyzed. The last chapter is summarized.