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1、ABSTRACTBrandmarketinghasbecometheonlyoptionofthetobaccoindustryofourcountrytodealwiththedomesticandforeigncompetition．ThekeyissueswhichneedtObesolvedbyChinaTobaccoHunanIndustrialCorporation(UNANTIC)aretohowtocarryoutbrandbuilding，howtoimprovethebrand
2、’Sreputationandhowtomakethebrandbebiggerandstronger．Basedonthiscontext，itisveryimportanttostudythe‘‘Furongwang"and“Baisha”．BasedonthestatusandtheexistingproblemsofUNANTIC．competitiveenvironmentsofthedomesticandforeignarestudiedSOthatstrategyanddesigno
3、fthebrandmarketingofthe‘‘Furongwang”and‘‘Baisha’’areputforwardtoofferthereferencesfortheformulationandimplementationofbrandmarketingofUNANTIC．Thepaperisdividedintofiveparts：thefirstiSintroductionthatiscomprisedofthebackground，purposeandsignificanceand
4、researchstatusathomeandabroad；thesecondiSthetheoreticalanalysisofbrandmarketingthatincludestheconcept，characteristicsandroleofbrandmarketingandthedistinctionbetweenbrandmarketingandthetraditionalmarketing．ThethirdpartiSthecompetitiveenvironmentsofUNAN
5、TICthatincludeforeignmarketconditionsandcharacteristicsofthedomestictobaccoindustryandanalyzethemajorcompetitorsofthedomestictobaccoindustryandthecharacteristicsofbrandmarketing；thefourthpartistofoCUSonthein—depthanalysisofthestatusofUNANTIC’Sbrandmar
6、keting．BasedontheoverviewofUNANTIC．thestatusofbrandmarketingof‘‘Furongwang’’and“Baisha”isanalyzed．Thestatusiscomposedofthreeparts．Thefirstisthat“Furongwang’’and‘‘Baisha”，asanationalkeybrand．aresupported．ThesecondiSthechannelconstructionof‘‘Furongwang’
7、’and‘‘Baisha'’．Thethirdisbrandmarketingandmanagementof“Furongwang”and“Baisha’’．ThefourthiStheoperationof“Furongwang’’and‘‘Baisha"．Basedonthesetheory,usingthemethodofsurvey’marketresearchiScarriedoutforthebranddevelopmentof‘‘Furongwang’’and‘‘Baisha’’in
8、termsofthemarketperformance，thepz‘ospectofcompetitionandthetransmissionofvalue；ThefilthpartisthatthestrategyanddesignofUNANTIC’Sbrandareproposed．Therearesixparts．ThefirstisthatbasedontheintegratedcultureafterintegratingtheUNANTIC，thepositionan
