The Enlightenment Of CTBAT Enterprise’s Transnational Cooperation Model To China’s Tobacco Industry

Four tobacco giants,led by Philip Moore,British and American tobacco,Japanese tobacco and Imperial tobacco,monopolize the global tobacco market,and China’s tobacco "going out" strategy is under great pressure.The formal online operation of China Tobacco British American Tobacco International Co.,Ltd(CTBAT)opened the prelude of China Tobacco-British American Tobacco Co.,Ltd.and opened a new road of China tobacco globalization.Generally,cross-border mergers and acquisitions are the traditional mode for tobacco enterprises to carry out cross-border cooperation.This paper takes China Tobacco British American Tobacco International Limited(CTBAT)as an example,and makes a thorough analysis of its joint marketing mode,which provides a reference for innovating the cross-border cooperation mode of Chinese tobacco.Firstly,this paper summarizes the relevant literature from two aspects:enterprise cooperation mode and performance evaluation of enterprise cooperation mode,and introduces the related theories of enterprise transnational cooperation.On this basis,combined with the current situation of global tobacco enterprises development and the national conditions of China’s tobacco industry development,the present situation and problems of transnational cooperation mode of tobacco enterprises are analyzed in detail.Secondly,taking China Tobacco British American Tobacco International Limited(CTBAT)as an example,this paper makes an in-depth analysis of the transnational cooperation mode of its joint sales.According to the characteristics of CTBAT’s transnational cooperation mode,it is found that CTBAT has comparative advantages in brand,sales channels,R&D,platform and policy.In the new era,CTBAT also has opportunities for reform,internal development brought by new product launch,and continuous deepening of cooperation with local tobacco institutions.But at the same time,the author also noticed that CTBAT’s transnational cooperation mode has some differences in management concept and management mode,cultural integration also has some difficulties,marketing channels,competitive pressure with local brands,and relatively insufficient attraction for talents.In the new era,it also faces downward economic pressure,competition threat,the threat of intensifying tobacco control and internal management risk.In addition,based on five factors of external environment factors,this paper makes a detailed analysis of the factors affecting the cooperative performance of Tobacco Anglo-American Tobacco International Co.,Ltd.(CTBAT)joint sales model.Through questionnaires,the final weight of each index is determined by using the analytic hierarchy process(AHP)and ranked.Then,according to the theoretical basis of the previous paper and the analysis of CTBAT joint sales model,the paper puts forward some countermeasures and suggestions for further innovation of the transnational cooperation model of tobacco enterprises.Firstly,it is necessary to establish the joint marketing transnational cooperation mode as the strategic goal of enterprises;secondly,it is necessary to strengthen the process management of transnational cooperation;thirdly,it is necessary to make strategic adjustments in accordance with the external environment;fourthly,it is necessary to strengthen internal organizations to enhance their competitiveness;Fifth,we should take more measures to control the risks of cross-cultural cooperation.Finally,the research of this paper is summarized and prospected.