告别“特零证”后云南烟草业品牌战略之路

Way of Yunnal Tobacco Industry's Brand Strategy after Saying Goodbye to the "Special Tobacco Servicing"and Retailing License

步入 2 0 0 4年 ,中国烟草业的内、外部环境发生了深刻的变化。从外部看来 ,中国烟草市场的对外开放已进入了实质性阶段。根据中国加入WTO的有关承诺 ,今年一月起“特零证”已取消 ,进口卷烟的关税也将降到 2 5 %。从内部看来 ,中国烟草市场也已经形成了众多名优卷烟品牌群雄争霸的格局。面对国内外如此强大的实力 ,作为中国烟草行业龙头之一的云南烟草必须进一步加强制度创新 ,实施品牌战略 。

In the beginning of 2004,the external and inside environment of China's tobacco industry has changed deeply.Exteriorly,the opening up of China's tobacco industry has stepped into a crucial stage.China,with the documents of its WTOaccession,has eliminated the old Special Tobacco Servicing and Retailing License On January 1,2004 and will reduce its tariff on imported cigars to the percent of 25%.Interiorly,all kinds of reputed brands are contending for hegemony in China's tobacco market.Yunnan tobacco industry,as one of the classic tobacco magnates in China,in the time of stress,should advanced institutional innovation to a new stage and put brand strategy in practice to preempt a share of the cake.