国烟-品牌路上的迷途羔羊(国外英语资料).docVIP

国烟-品牌路上的迷途羔羊(国外英语资料) In order to meet the challenge of WTO and WHO, through the macro-control on the one hand, the state-owned cigarette brand control in extremely limited quantities, on the other hand, the quantity of imports and strictly control the smoke outside, to cultivate a group of strong state-owned brands, to ensure that the smoke outside after entering the country security market share of smoke share. Under the umbrella of this policy, some state-owned brands do have a rapid growth in sales. But through the phenomenon to see the essence of this shift in practice, in fact, just to help the country realize the growth of cigarette sales, and did not realize the accumulation of brand equity! The smoke in the tide of market economy thriving, we must quickly establish a strong brand identity in the minds of consumers, stimulate consumer guide, take the initiative to buy, can be in an invincible position, realize bigger and stronger. First, the national tobacco brand is in the wrong, trapped in a dilemma. In the new marketing era today, consumers live in a world of smoke and smoke marketing warfare, the brand has become an enterprise can not imitate the sharp weapon of competition. Consumers consume products, but brands buy them. Throughout the country the size of the smoke cigarette brands, many brands is still in disorder, no aging, and lack of core personality status, significantly affect the product sales, brand integration is imperative. But today, when the Convention on tobacco control is going to be fully implemented, the traditional brand building methods are seriously restricted. It is obviously not feasible to build brands in the traditional way. Many cigarette enterprises fall into this dilemma, do not do the brand. The brand to die. Two, the brand crisis facing national tobacco. Look at current cigarette brand, the main problems of the following aspects, these problems have seriously affected the consumer recognition of the brand, in the competition