Research On The Brand Strategy Of China Tobacco Jiangsu Industrial Co.,Ltd.

With the deepening of the strategy of "big brands,big markets and big corporation",the competition of domestic tobacco brands has intensified.Specifically,in 2017,"Nanjing" brand cigarette sales ranked the sixth,while "Suyan" brand cigarette did not enter the top 15;"Nanjing" brand cigarette sales revenue ranked the seventh,and "Suyan" brand cigarette sales revenue ranked the 14 th.How to make a big brand,make an excellent brand,enhance the brand value,speed up the brand circulation,and ensure the market share,has become an important issue that must be studied in China Tobacco Jiangsu Industrial Co.,Ltd.(Hereinafter referred to as Jiangsu Corporation).This paper,based on the macro and internal environment of Jiangsu Corporation's brand,and through the Porter's Five Forces Model,expounds the present situation of Jiangsu Corporation's brand,then analyze them in SWOT.It is found that although the Jiangsu Corporation has a good scale advantage and capacity advantage,but the high-end brand positioning is not clear,the market coverage is not widespread,and combination of other potent tobacco corporations restricts the brand development to a certain extent.In this regard,the objectives,principles,ideas and contents of the Jiangsu Corporation's brand strategy are put forward.Through the brand decision,brand model selection,brand identification,brand management planning to strengthen the Jiangsu tobacco brand strategy.It is mainly to reposition the production modes of the three cigarette manufacturing enterprises,improve the category system,cultivate key specifications,expand cooperative production and innovate brand marketing,etc.and from personnel,materials,production capacity,information technology these four aspects to organize the implementation of the safeguard.Through the study of this paper,first of all,it has important guiding significance to the sustainable development of Jiangsu Corporation.It can also provide a reference for other corporations to develop and improve their brand strategy.