A Strategy Research On Improving Taishan Cigarette Rand Competitiveness

Under the conditions of the modern market economy, the brand is the main means for enterprises to enhance the competitiveness of enterprises, the market competition is mainly reflected in the brand competition, Although the tobacco industry is a special industry, brand competition is increasingly apparent. All of the tobacco industries in China face tremendous pressure and threats from the international tobacco companies after China’s accession to the World Tobacco Control Framework Treaty. In order to enlarge and strengthen tobacco brand in China, The State Tobacco Monopoly Bureau has made "cigarettes on the level of" strategic plan and the "532","461" target of the tobacco industry. Domestic cigarette companies launched a fierce competition to enter the sequence.This article first systematic elaborate about the brand, competitiveness, the competitiveness of the brand, brand marketing theory, lay the theoretical basis for the subsequent analysis. The author develops a definition of competitiveness for the Chinese tobacco industry and re-explains the basic meaning of the cigarette brand competitiveness, features and then proposes relevant strategies to enhance the competitiveness of Taishan by Based on the analysis of the internal environment and external environment faced by Titan cigarette brands in the SWOT analysis method and combined with the strategic plan of the State Tobacco Monopoly Bureau. In order to enhance the competitive of Taishan cigarette brand, The author of this article recommends using brand connotation and value-added strategy, brand image shaping strategy, brand asset value strategy, brand promotion and brand communication strategy and a series of the brand cycle management strategies. In order to safeguard the smooth implementation of these strategies, the corresponding countermeasures and suggestions should be used. The internal support conditions include to strengthen Taishan cigarette brand organization and leadership, to improve the production process and product quality, to control production costs and stabilize market prices, to perfect sales network construction and save marketing costs, to enhance their marketing and service capabilities, to improve their salespersons’ literacy and strengthen the construction of Taishan brand culture. The external support conditions include improving the relations with customers, to fight for the policies and the legal system to support and the support of public opinion. Enhancing the competitiveness of Taishan cigarette brand is a systems engineering, it requires the close cooperation of commercial enterprises and China tobacco in Shandong industrial Co., Ltd. If these strategies can be implemented and support conditions Powerful Taishan brand will establish. Taishan cigarette brand competitiveness will be further improved.