Research On The Competitive Strategy About Fine Cigarette Of China Tobacco Jiangsu Industrial Corporation

Along with the global economic growth of downward pressure,the continuous increase in tobacco control efforts,and the change of consumer philosophy,the traditional cigarette sales are facing increasing challenges.But shaped cigarettes and new types of cigarettes that are represented by fine cigarettes have risen against the trend.Especially in China,fine cigarettes have entered the stage of rapid growth.China Tobacco Jiangsu Industrial Corporation as a leader in the domestic fine cigarette,the top priority is to formulate and choose the competitive strategy of fine cigarettes,so that can maintain advantageous position in the industry competition.This thesis begins with the strategic management theory,elaborates the macro and internal environment of fine cigarettes' development through PEST analysis and the Porter's Five Force Model.It analyzes and formulates four different strategic combinations with SWOT analysis to clarify the short-term and medium-term goals of the enterprise,and then combines with its self-positioning and development,contrasts the possibility of implement the three basic competitive strategies.It is found that the company would choose the differentiation strategy which carrying out from four aspects for brand,talent,market and image,and ultimately achieved a steady long-term development.Finally,it proposes appropriate measures and tactics for fine cigarette competitive strategy of Jiangsu Industrial Corporation through brand,talent,technological innovation and market-oriented reform.At the same time,the enterprise provides guarantee measures for the implementation of differentiation strategy through performance examine,group work system,and corporate culture.The study in this paper not only has important guiding significance for the sustainable development of Jiangsu Tobacco,but also can provide a reference for the development of fine cigarettes in other cigarette industry enterprises.