| Chinese tobacco has developed rapidly and made a series of achievements in recent years. However, we should be aware of the challenges and the enormous pressure behind the rapid development. In order to ensure the dominant position in the competition with foreign tobacco giants, the brand development has become the only way to be out of the tobacco industry to deal with the domestic and international pressure. In this context, how to improve the competitiveness and reputation of the brand, has become an urgent problem to be solved of China Tobacco Shandong Industrial Corporation Company.Firstly this paper summarized the theory of brand strategy, to lay a solid theoretical foundation for formulating the "Taishan" brand strategy, and then using the SWOT analysis method, analyzed the strengths, weaknesses, opportunities and threats of "Taishan" brand. On this basis, under the guidance of the brand strategy theory, combined with the macro and industry environment of Shandong Tobacco Company, using PSET and five forces model analysis methods, creatively planned and designed a brand development strategy for Shandong Tobacco Company, including brand rejuvenation strategy, low-tar product strategy and brand retail terminal strategy, and proposed the concrete implementation steps.By the systematic study of Shandong Tobacco Company "Taishan" brand, this paper put forward the specific implementation opinions and measures in such aspects as speeding up the process of brand rejuvenation, timely introducing the low-tar products, accelerating the construction of brand retail terminals, enhancing the cultural transmission capacity, and increasing brand maintenance efforts. And it offered a certain theoretical value and practical significance for the supernormal and leap-forward development of "Taishan" brand, seizing the commanding heights of the development, enhancing the brand value, increasing the market share and promoting the long-term development of Shandong Tobacco Company. |
PDF Full Text Request