Research On The Brand Strategy Of Zhen Long Cigarette

By 2015,the Chinese tobacco industry was under the "cigarette sales decline,narrowing the space structure,market oversupply,high business inventoriesn difficult environment,the survival of many domestic tobacco brands face great threats,smaller scale,the lack of visibility of the brand has even exit the market.Guangxi Tobacco's Zhen Long brand faced with such a huge pressure on the environment,we must change the development of ideas,and actively develop and implement brand strategy.In this paper,a study on the Zhen Long brand how to develop and implement brand strategy was discussed,and some practical advice was given.This paper studies scholars at home and abroad about the brand strategy for China's current development of the tobacco market in-depth analysis,clear trends and problems,clarify the importance of the Guangxi tobacco brand Zhen Long implementation of brand strategy.Comprehensive SWOT analysis,PEST analysis and five forces model and other tools,analysis the external development environment of Zhen Long brand,analyze reveals the development strengths and weaknesses,opportunities and threats of Zhen Long brand,presented in the next 5-10 years,develop "Hai Yun" to a competitive high-class domestic cigarette brands;develop "Qi Yuan","Hong Yun" into a strong backbone of Zhen Long;develop "Zhen Pin" to a strong domestic last-class cigarette brand.At last,this paper gave some practical recommendations from the perspective of the daily operation of Guangxi tobacco Inc,..