Research For Marketing Strategy Of Chuanyu Cigar

China has been playing a pivotal role in the global tobacco industry and thenational tobacco monopoly administration helps Chinese tobacco go further. However,as it develops rapidly, the international characteristic has emerged prominently andstarted to face increasingly more opportunities and challenges from the outside world.Chinese tobacco, as a whole, can hardly keep the growth momentum without seekingdiversified development. As a new growth point, cigar has attracted more and moreattentions from the State Tobacco Monopoly Administration (STMA) and a number ofcompanies. Chuanyu Zhongyan Industrial Corp., a tobacco producer under the directadministration of the STMA, has developed a certain scale and brand effect afterinternal restructuring and marketing transformation, especially in cigar. But thecompany has faced international competition since its introduction of cigar as the brandscale and reputation lag far behind. How to get rid of the weakness and seek greaterbreakthroughs is the problem to be solved for the company. The paper apply theknowledge of MBA into the practice, starting from the current situation of cigarindustry and Chuanyu Cigar and then going further to the different aspects of theChuanyu Cigar. The analysis helps to find laws, problems, and identify the majorobstacles in the development of Chuanyu Cigar and finally propose some suggestionsappropriate to the marketing strategy for Chuanyu Cigar.