解读“品牌战略”的魅力——从“芙蓉之道”看烟草企业文化之构建

The Charm of “Brand Strategy” ——Analyzing the Establishment of Tobacco Enterprise Culture from "The Road of Furong Cigarettes"

湖湘历史文化、现代企业文化是芙蓉之道的核心内涵。芙蓉品牌战略的形成有两个关键,即积极整合营销资源,提升品牌价值;坚持“芙蓉之道”的精神追求,开拓企业崭新局面。芙蓉品牌战略对烟草企业文化的构建具有重要的启示作用:一是坚持变化的观念,二是树立顾客意识,三是培育竞争理念。

The central connotation of the road of Furong cigarettes is the history and culture of Hunan province and the culture of modem enterprise. There are two keys to making the brand strategy of Furong： actively integrating the resource of market and promoting the value of brand; sticking to the spirit pursuit of the road of Furong cigarettes and exploring the brand-new situation of enterprise. The establishment of tobacco enterprise culture is inspired greatly by the brand strategy of Furong： the first is to stick to changing opinion, the second is to building up customer＇s consciousness, the third is to cultivating competitive idea.