品牌传播策略失误 红金龙能否再行龙图腾（Brand communication strategy can re failure Hongjinlong dragon totem）.docVIP

品牌传播策略失误 红金龙能否再行龙图腾（Brand communication strategy can re failure Hongjinlong dragon totem） From the beginning of November 2003, many Hongjinlong brand loyalty of the smokers who suddenly found their favorite brand face, the original sea dragon image pattern disappeared, replaced by the new image of astronauts propaganda pattern. Let the Wuhan tobacco group and master planning is in distress situation, although in many Hongjinlong news media and information carrier on the trend of the new version of the brand image promotion, but people are clamoring for me Oriental Sunrise Hongjinlong - visible smokers of dragon kind of lingering memory complex. Who put the dead into the Longtan Hongjinlong? Since the entry into the WTO, China has gradually cancelled special tobacco monopoly retail licenses, sharply lowered tariffs, and the monopoly advantages of domestic cigarettes have disappeared. The trend of internationalization of the domestic market has become increasingly evident. In 2003, it was the last year for Chinas tobacco industry to face the international tobacco enterprises, and it was also a year for Chinas tobacco industry to adjust its corporate structure. It was a crucial year for the establishment of domestic tobacco enterprises brand names. Wuhan tobacco groups Hongjinlong is less than a good brand, the only weapon is Wuhan Tobacco in order to profit. However, according to an internal investigation of Hubei Province Economic and Trade Commission: for nearly two years of Wuhan tobacco business is not ideal, the market was almost sentenced to reprieve. The reference analysis: if in 35 years, Wuhan Tobacco Group is not growing up, before entering the domestic several tobacco oligarchs ranks, is very likely to be eaten. In this severe form and dangers, Wuhan Tobacco Group started the final fight to win or die, a series of measures including mergers, joint and brand image conversion. Since 2003, Wuhan Tobacco Group in the Hubei provincial governments administrative