烟草大鳄洗心革面造新颜（To build new tobacco giant）.docVIP

烟草大鳄洗心革面造新颜（To build new tobacco giant） In early 1989, the worlds largest tobacco enterprises -- Philip Maurice group (Philip Morris, hereinafter referred to as Philip Morris) began to consider changing the name of the enterprise, after twelve years of protracted investigation, research and demonstration, until the end of 2001 announced the name change, in early 2003 officially renamed Altria group (Altria). To be renamed activities as an opportunity, in the limit of Philip Morris marketing communication and assume social responsibility make a fuss, set off a new image, to show the world the new face of it. Rename activities 1 and Altria Altria (Altria) the name derived from the Latin Altus, meaning high, the expression of Philip Morris wants to be the most successful and most respected, the most negative sense of social responsibility of multinational consumer goods group desire and determination. After renaming, the new Altria group has four subsidiaries: Fei Mo international, Fei Mo, USA, Fei Mo capital and kraft foods. Philip Morris International and Philip Morris USA companies responsible for the tobacco business, Philip Morris capital company for the whole group to acquire new business or capital operation and leasing business, and Kraft Foods Inc. is a multinational companies is relatively independent, it is next to Nestle, is the worlds second largest food company. From the business layout of the group, the tobacco business continues to remain a pillar position. 2, why rename? (Marlboro) as the Marlboro cigarette maker Philip Morris, the name of the world, so why should it change? After careful analysis, I think there are two main reasons: First, the development of the tobacco control movement led to Philip Morris social responsibility pressure. In 1957, the American Readers Digest published an article that formally laid bare the idea that smoking was harmful to health. Since then, the tobacco control campaign has been kicked off in the United states. In 196