Yunnan Cigarette Brand Development Strategy Study

In the time of market economy, brand has become a important tool for enterprises to occupy the market. With the improving of people's living standard, brand is becoming more important. In the day of economy globalization, Chinese enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition.Currently, Chinese cigarette market has already got into the stage of Existing Assets Competition. Cigarette's product consumption is moving towards to brand consumption. Along with the maturity of consumers, their awareness and preference degree of brands gradually raises. The cigarette brand competition age is arriving. Brand becomes the most powerful weapon of cigarette enterprises to win consumers and market shares. To obtain continuing development, it is necessary for Yunnan tobacco industry to implement branding strategy.The author starts with the origins, concepts, effects etc. of brand. Moreover, she concludes relative theories of the branding strategies. On the basis of brand and branding theories, as well as the cigarette's attributes, the author studies cigarette brand and branding strategy, then analyzes the contracture of cigarette brand's competence. The author also studies the history and current conditions of Chinese cigarette brand development, as well as Yunnan cigarette brand development. Combining with the Porter's 'Five Forces Model', the author analyzes Yunnan tobacco industry's competition environments. She concludes the strengths of Yunnan tobacco industry. And point out that although facing hot competition from other provinces, it is possible for Yunnan to progress branding strategy by its strengths.Seriously the author analyzes problems during the actualization of branding strategy of Yunnan tobacco industry. She concludes that, although Yunnan cigarette companies have tried hard, there are still some mistakes in recognition and practice in their policies and activities. The mistakes can be concluded into five groups: The first is un-enough recognition of branding strategy. The second is un-accurate brand positioning and un-clear brand value. The third is un-enough recognition of strategy and management level. The forth is the lack of system consideration of branding strategy. And the last one is failing to adapt to new market environment.To solve the existing problems, the author gives some suggestions relating to Yunnan cigarette brand development. The first is brand research and make clear the brand's vision and mission. The second is the brand positioning. The third is to find the clear core value of the brand. The forth is to build efficient brand management structure. The fifth is to raise the ability of technological innovations. The sixth is to assure the activities of the brand's core value building. The seventh is to build scientific brand asset assessment system. And the last one is to make long-term branding strategy as a common sense.It is certain that the brand development strategy can't exist alone. The branding strategy should has the same vision with the enterprise's vision. And the branding strategy should develop on the basis of quality strategy, science and technology innovation strategy, raw material strategy, brand culture strategy, intelligence strategy and brand internationalization strategy.