The Use Of Brand Strategy In The Chinese Cigarette Manufacturers

The global economy entering the brand times, the brand already become the new carrier to the world economy develops.The brand not only the trademark, but also intangible assets of enterprise and one undertaking for sustainable development. In fierce market competition, if enterprise needs to seek super-routine develop at high-speed, play an important role in the market, that need the enterprise putting brand strategy into practice, and reinforcing brand management.Licking a famous brand into shape become the only way to enterprise development. The cigarette brand act as carrier between enterprise and market and consumer, it playing a key suitable's role to development of enterprise.Any brand when created, has been given certain connotation and allocation, and after they were appointed by market and customer, the brand has started its life cycle right away, and becoming representative of a kind of specially appointed product and their product style.And what required enterprise do is that continual readjustment and enrich the connotation of brand, coordinate with the product that adapts to each other, to adapt the need changing unceasingly and to need difference, in order to produce additional brand value while continuing brand life,attracting more consumption.The article first analyses outside and inner environment of Hong Yun Corp, analyses opportunity and challenge that Chinese tobacco industry is confronted with at present, and Chinese tobacco development situation draws over the past few years. Sketching from big tobacco brand of the whole nation present situation, from restricted view macroscopic view environment changing gives good opportunity brings about Hong Yun Corp development.The main body of article will concentrate on discussing the brand of "yun yan"operation condition, from compare with few excellent brands which inside and outside industry and in home and abroad, trying to all-around and systemicly study brand value , allocation, design, marketing and service,etc.give some suggestion about protection and development for "yun yan".The article through tobacco industry analyses and tobacco brand analyses, brings forward with "360 Degree Brand Stewardship"as the brand strategy management method of "yun yan";the artile analyze detailedly the Current situation of Hong Yun Corp and "yun yan",sum up out the problems in brand manage process; and bringing forward the method for brand management.