The Research Of Service Brand Building Strategy Of L City Tobacco Business Company

Since 1984, chinese tobacco industry has been under the protection of monopolization system which provides significant systematic advantages for tobacco business companies. So tobacco business companies still have remarkable feature of planned economy in the trend of market economy reform.Presently, with the progress of market economy system reform, Chinese market economy system is getting mature. In aspect of macro level, the traditional monopoly operation and management system has been broken and innovation of market business model has been put into practice among state-owned companies with the progress of market competition system. In the aspect of micro level, one of the maturity features of market economy system is more and more service brand, strategy of service brand and business model of brand operation have been put into use among companies.In this background, Chinese tobacco industry has carried out a series of innovation in both system and business management model from top to bottom from 2000. Nowadays, tobacco industry has brought in competition system and carried out division of labor based on specialization among industrial and commercial companies. Tobacco business companies took the responsibility of the market center of tobacco product which including the tasks of purchasing, wholesaling and distribution. Besides, tobacco business companies have put the multiple operation strategy of one body with two wings into practice. That means the operation scope of tobacco business companies has been expanded into non-tobacco logistics based on the main business of tobacco buying and selling. In order to ensure the function of marketing centre of tobacco business companies, especially the strategy transformation of multiple operation, tobacco business companies is training service brand with great effects. However, tobacco business companies are confronted with difficulties and restraining factors in this process which including restraining in law and marketing positioning and social culture. These factors have hold back the step of service brand training of tobacco business companies to some extend.According to this, this paper aimed at figuring out the problems of tobacco business companies service brand training process with the use of related theories. Based on this, this paper came up with the conclusion of solutions of the problems. In a different word, L city tobacco business companies should training its innovation service brand with the base of superior company’s brand. Such as, significant service brand positioning, well-rounded brand culture, service brand transmission, service brand performance assessment and the strategy of competition. In this way, the tobacco business companies could full-filled the service brand training target and guarantee the main business and multiple business operation to establish a good developing foundation for sustainable development.