近代英美烟公司在华形象策略分析

Image Tactics of British-American Tobacco Co.Ltd

英美烟公司是近代垄断中国烟草市场多年的外资企业。在中国市场经营近半个世纪的过程中,其产品占中国卷烟市场销售总额的五成以上,究其原因,最重要的一点就是善于使用形象策略。文章从这点入手,分析其实施此策略的原因、方法及效果,以期让我们更清楚近代国外企业如何在华使用形象策略,并为今天的中国企业学习使用形象策略提供了可借鉴的经验。

British-American Tobacco Co.Ltd was a foreign capital company,which monopolized the tobacco market of China for many years in modern times.During the period,its products possessed 80% of tobacco sell in Chinese tobacco market.When we search for the reason why it succeeded,we can find it was good at using mage tactics. From this point,the paper analyses its reason,methods and effect.which can help present Chinese companies to grasp the image tactics.