Research On The Multi-brand Synergy Mechanism Of State-owned Tobacco Companies In My Country

With the rapid development of market economy and the upgrading of consumption demand,the domestic tobacco industry has realized the vigorous growth of production and marketing scale and economic benefit in the process of continuous reform and innovation.As the product of monopoly system,state-owned tobacco enterprises are the only legal cigarette production form in China.For various historical reasons,most state-owned tobacco enterprises have multi-brand resources.Against the background of the increasing variety of new products,the problems of unreasonable resource allocation,unclear market positioning,and unsmooth management organization have emerged gradually in the state-owned tobacco enterprises,which were originally superior resources-multi-brands.It has a direct negative impact on the healthy development of the brand and the stable operation of the enterprise.When the negative influence is accumulated and the internal friction of the brand is intensified,it may bring great threat to the brand,the enterprise and even the whole industry.Therefore,it is necessary to use the method of multi-brand management,combined with the application of synergy theory,to build a reasonable multi-brand coordination mechanism for state-owned tobacco enterprises.This paper takes the representative state-owned tobacco enterprise S as an example,through the analysis of the actual situation in the process of multi-brand operation of S enterprise,finds out the main problems that limit the realization of the brand synergy effect.It includes:the problem of resource allocation caused by the lack of coordination under the constraints of resource conditions,the problem of sectoral cooperation caused by the weak degree of coordination under the constraint of organizational boundaries,and the problem of market convergence caused by the coordination fuzzy under the constraints of market demand.Based on the cause analysis,a multi-brand cooperative management mechanism for state-owned tobacco enterprises is constructed.Including the reform of raw material use mode,the formation of resource allocation coordination mechanism,both of them are the main body of raw material management group and evaluation mechanism.The new brand management department,the establishment of brand/product project team as the core of the cooperation and coordination mechanism,and the marketing coordination mechanism focusing on strengthening the connection between the sales department and consumers,the technical department and the market as the main goal.Furthermore,the multi-brand cooperative mechanism framework of state-owned tobacco enterprises is established by combining each mechanism with the existing organizational framework of the enterprise.At the same time,on the basis of mechanism construction,in order to ensure the effective operation of mechanism,the paper puts forward the operational requirements of independent mechanism and cooperative operation among different mechanisms.Three aspects of organizational security and cultural security put forward the requirements of mechanism protection.In order to provide effective reference for state-owned tobacco enterprises to solve the problem of multi-brand coordination and to further improve the overall brand competitiveness of state-owned tobacco enterprises through the innovation of mechanism and targeted operation and the research of security.