Research About Yunnan Cigarette Brand Developing Strategy Under Market Orientation

In recent year, researches about brand strategy and specially concepts of "brand" are increasing widely. Generally domestic and foreign research scholars and entrepreneurs believe that brand occupying pivotal position during the process of enterprise development should be considered as the strategic and key resource of enterprise development. Standalone long-term monopoly market environment, national protection policy, and disorderly competition cause the lack of core competitiveness of Chinese tobacco industry. Today under the big trend of market orientation reform, key problems of national tobacco industry needed to solve is to enhance core competitiveness of enterprises, break the organic monopoly combination, and explore their own construction way of tobacco brand. Yunnan province located in the southwest of China provides excellent planting conditions for tobacco, which has the most suitable light, climate, and altitude. After decades of developing, Yunnan tobacco and Yunnan cigarette products gradually become synonymous with the product quality of Chinese tobacco industry. Yunnan ZhongYan Company as a pathfinder on the developing way of Chinese tobacco industry, performs significantly in many aspect, but problems still exist and increase seriously.This article fully absorbs research achievement of domestic and foreign scholars about brand development strategy. After collecting and contrast analyzing a large number of relevant data, the article emphasizes the important position of tobacco brand strategy during tobacco industry developing, and points out present situation and the future of cigarette brand in detail. This article has used the help of PEST model, five model, SWOT, and contrast analysis tools. Supported by brand strategy theory, the article analyzes Yunnan cigarette brand strategy under present industry competitive environment. It also find out strength, weakness, opportunities, and challenges by comparing the tobacco brand developing situation at home and abroad. After carefully research and study, this article has proposed developing strategy for Yunnan tobacco brand, which has both theoretical research and practical significance.