HB Company Tobacco Products Brand Strategy Research

Since the tobacco industry consolidated in 2004, it has developed rapidly in the past 10 years. The industrial and commercial tax is 10.517 in 2014,and more thanl 1.436 quadrillion in 2015, the growth rate is about 8.73% which surpasses the rate of GDP in the same time. This makes significant contribution to the growth of national economy and fiscalincom, The formation of the pattern for world economic globalization, trade integration, and the joining the WTO provide more broad market space and tobacco for Chinese. Tobacco industry. Cigarette manufacturing technology and advanced world leve pour into external power for China’s tobacco industry innovative development.But the international tobacco giant is pouring into the existing consumer market, which occupys the current market, Contributes to the domestic cigarette market competition. At the same time, International framework convention on tobacco restrictions on domestic tobacco industry causes great constraints to the development of domestic. In the "Twelfthfive-year"period for the adjustment of macroeconomic. The competition is rising up in domestic tobacco brand for several factors, such as the combination between tobacco industry, "taxescantango" in the first half of 2015, the enforcement for new advertisement law, fine cigarette market, new breed present continuously, the negative growth of domestic tobacco brand, At the begining of "Twelfthfive-year", cigarette four big problem (business inventories, the growth rate fell, demand a turning point approaching, structure, space narrowing) continuously emerging.In the first quarter of 2016, the national cigarette market, production decline obviously presents cigarette sales, profits, rising cost of raw overdraft and a series of dilemmas in advance, and focus on brand in the trouble to save his life. In January,2016, the Zhong hua,Fu long wang,Yun yan were stopped, in addition to the individual brands, all brand sales slump. Therefore, to strengthen the construction of the brand, enhance the brand value is the inevitable choice of cigarette in the new period development. tobacco is the core brand in HB ZhongYan company which established in2009.And it has produced a brand which is paralleled to the "king HuaXi floor" of domestic famous brands through the four stages of rapid development. Building the brand is an imperative strategy for the double pressures of the adjustment for the market structure and the maintain growth.Firstly, I try to analyze the industry environment for brand andsummarized the advantages for this brand, such as the positioning of brand, brandvalue, geographical advantages and so on; At the same time, I also point out the shortages of brand based on the market and the development of domestic. Finally, based on the era and markets, a further thinking for brand is on the way to seek a new opportunity.