Ankang City Mountain Gold Leaf Brand Building Study

China's tobacco production accounts for one third of the global output, among these, flue-cured tobacco production takes half in the world. Nowadays China's tobacco production has become increasingly stable and has started to pay attention to the quality of tobacco and sustainable development. The tobacco industry every year making 10% contribution to our fiscal revenue, is our lifeblood of industry hasn't fully opened up to foreign enterprises. As an important tobacco producing areas in Shaanxi Province, Ankang City, whose annual production of tobacco accounts for one third of the province's total, as the nation's top quality tobacco area, The tobacco company of Ankang city made a tobacco brand called "mountain gold", Our country gradually release the government control, Tobacco market in China has an inevitable trend to compete be in the international market. International tobacco market development maturely, lots of variety, fine craft, excellent quality, when comparing with the domestic tobacco has obvious brand advantage. While the distribution scattered, small-scale, imperfect market, China's tobacco company still need to be protected, the brand construction also just at the beginning, how to establish Ankang "mountain gold" brand in the scientific way, how to strengthen brand competitiveness by controlling of the quality, adjustment of varieties, enterprise culture and the publicity of brand has become an urgent demand of the theory. On the base on studying the tobacco market abroad and the domestic, this paper clears the brand construction necessity, puts forward constructive suggestions and improvement measure for "Mountain gold" brand by analyzing the necessity of Ankang tobacco environment and brand present situation.