Analysis on the integration of tobacco corporate culture and brand culture under the new situation

Analysis on the integration of tobacco corporate culture and brand culture under the new situation

The key point for tobacco companies to maintain sustainable and leap-forward development in the face of competition is to effectively strengthen tobacco company managers In team building, we must strive to create a good atmosphere that is conducive to the growth of ordinary employees and management talents of the company, and accelerate the cultivation of outstanding business management talents who are good at strategic decision-making, business management, and are good at promoting corporate innovation and coping with complex situations.

Introduction

Nowadays, the tobacco industry is setting off an upsurge of reform to become bigger and stronger. If tobacco companies want to gain a foothold in the increasingly fierce market competition, they must carefully study the situation and create a strong A competitive brand, and the shaping of tobacco enterprise brands is closely related to tobacco enterprise culture and brand culture. How to organically integrate unique corporate culture and constantly updated brand culture is an issue that all tobacco industry insiders should study and discuss.

1. Tobacco corporate culture and brand culture

Culture is the spiritual food that enterprises rely on for survival. Corporate brands rely on culture to promote, corporate spirits rely on culture to cultivate, and corporate image relies on culture. to shape. As a powerful expression of culture, corporate culture and brand culture play an irreplaceable role in corporate development. In the development of enterprises, corporate culture and brand culture are supporting the rapid development of enterprises with their unique power. The relationship between tobacco brand culture and corporate culture is both independent and closely related. Tobacco corporate culture is the foundation of tobacco brand culture. The establishment and operation of brand culture cannot be separated from the support and reliance of corporate culture. At present, many tobacco companies often pay attention to and collect consumer information from the cigarette market as much as possible, and integrate this information into the business management activities of the company as a resource for corporate culture strategies, and gradually form an entrepreneurial spirit that enables tobacco companies to go up. From leaders to ordinary employees, all work around it, so that corporate culture can invisibly reflect the connotation of brand culture. This kind of culture that is in line with consumers' interests is bound to greatly affect consumers' loyalty to the brand, and the relationship between the brand and consumers will become stronger and stronger. The biggest difference between corporate culture and brand culture is the difference in target audiences. Tobacco brand culture is disseminated outside tobacco companies, and the target audience is mainly smokers and related groups. Tobacco corporate culture is the values, concepts and codes of conduct recognized by most employees within the company. It is disseminated to the people within the company, and the target audience is the company's employees. Second, the foundations for the establishment of the two are also different. The foundation and purpose of establishing corporate culture is to maintain corporate management and operations, solve the purpose of corporate existence, future development direction, etc., and play a role in internal cohesion. The foundation of brand culture establishment is mainly to solve the relationship problems with consumers. It is a consumer-based activity, and the role of outward communication and expansion is more significant.

2. The current situation of the integration of corporate culture and brand culture in the tobacco industry

The integration of corporate culture and brand culture in the tobacco industry is an inevitable requirement based on the current reform of the tobacco industry and is also the development of the market economy. You must make a choice. Currently, the entire international society has entered an era of fierce brand competition. Creating brands to cultivate the competitive advantages of enterprises has become the main strategy to compete with opponents in the market. In the development of brands, many enterprises also assign corresponding cultural values ????to their brand products. Such a concept is being formed in all walks of life. Brand is the carrier of culture, and culture is the essence of a company condensed in the brand. Using culture to extend and support the vitality of products is gradually becoming a strategic policy for enterprise development and economic growth in the 21st century. After years of practical development, the tobacco industry has achieved the integration of corporate culture and brand culture, but we must also see the problems that exist in the integration process: First, the institutional aspect.

Although the tobacco industry has broken the regional monopoly and achieved the separation of industry and commerce, it still has strong plans and lacks awareness of market competition. Secondly, cigarette industry enterprises have always remained in the role of manufacturers and have not kept pace with the times and transformed into production and service providers. Effective transformation. Third, there is an imbalance between corporate culture construction and brand culture construction. At present, due to the late start of the cultural construction of tobacco companies, most tobacco companies are undergoing or preparing to undergo corporate integration and mergers. Most of these reforming cigarette companies have not yet reached the level of proficiency in cultural construction. After sorting out the tobacco companies in recent years, In the enthusiasm for cultural construction set off by the industry, it is found that there are many imitations, similarities, and similarities. Most of the cultural construction remains at the surface and middle layers, and the core layer concepts have not yet been formed. In the process of integration of the entire brand culture construction and corporate culture construction, there is a lack of pertinence, the same old tunes are repeated, and there is a lack of freshness; the banner or slogan is directly transferred, and the main brand logo is only added to the merged product, and others are transferred. , with strong formalism, these phenomena make cultural construction not only ineffective, but also easily cause the culture of traditional tobacco companies to lose its due cohesion, charisma and vitality.

3. Three Realizations and One Cultivation Accelerate the construction of tobacco corporate culture and brand culture to form a synergy

(1) Achieve the integration of values. Corporate culture and brand culture both serve the enterprise and the brand, and cannot be separated from the company's products and operations. Therefore, their values ????should be connected. The core content of cultural construction is values, that is, the value orientation pursued by enterprises. According to the teachings of relevant experts, if the personal values ??of employees are consistent with the corporate brand values, the company will develop well, especially the employees will work harder to realize the corporate brand culture. According to the principle of market development, corporate culture plays an important role in corporate branding. According to practice, corporate behavior affects market consumption behavior. If corporate brand awareness is weak, consumers will be resistant to the company, which will affect the company's performance in the market. Status, of course, if there is a conflict between consumers' values ??for the company and the company's values, it will directly affect the spread of the company's brand culture in society. Therefore, tobacco companies must firmly grasp the unique value concept of the industry, integrate industry values ??into the production and operation of the company, regard national interests and consumer interests as the core brand cultural concepts of corporate development, and integrate them into corporate culture construction and brand In cultural shaping, we must consciously adhere to and continuously improve. Tobacco companies must formulate brand strategies and development directions from the perspective of consumers under the guidance of the values ????of "two supremacy", rely on corporate culture to conduct integrated marketing, and accelerate brand development. Cultural construction.

(2) Realize the integration of communication activities. The development of an enterprise is actually the expansion of corporate culture and the continuous improvement of cultural quality. To achieve the best integration of corporate culture construction and brand culture building, a quick and meaningful form is the development of communication activities. Take China Tobacco Guangdong as an example. Since the reorganization and merger of China Tobacco Guangdong Industrial Co., Ltd., China Tobacco Guangdong has organized Double Happiness weddings, Double Happiness night large-scale parties, and public welfare activities to create a joyful new life, which are consistent with the Double Happiness brand concept. These theme activities not only effectively enhance the brand power of Double Happiness, but also demonstrate the corporate culture image of Guangdong China Tobacco that is joyful, harmonious and courageous to take responsibility. The construction of business culture must use cultural means and target the public. Whether it is a tobacco industry enterprise or a tobacco business system, it must adhere to the principle of marketability, be market-oriented, and operate tobacco marketing channels from the perspective of socialist core values. More social responsibility. In the new normal economic environment, tobacco companies must actively participate in social welfare activities and increase social recognition of tobacco companies through public welfare activities in order to better carry out positive business training within the company.

(3) Accelerate the cultivation of management talents.

The key point for tobacco companies to maintain sustainable and leap-forward development in the face of competition is to effectively strengthen the construction of tobacco company management personnel, strive to create a good atmosphere conducive to the growth of ordinary employees and management talents, and accelerate the cultivation of strategic talents. Decision-making, operation and management, outstanding enterprise management talents who are good at promoting enterprise innovation and coping with complex situations. At the same time, we will strengthen knowledge training on brand integration for leaders and management cadres at all levels of tobacco companies. In addition, tobacco companies must improve their management concepts and integrate brand awareness and cultural awareness into daily behavioral activities.

IV. Conclusion

In short, in terms of the overall trend of the tobacco industry, tobacco brand culture and corporate culture will be more closely integrated for a long time to come. , without the intangible transmission effect of the brand, companies cannot convey their corporate culture to consumers and gain recognition from consumers. Without the support of corporate culture, brand culture will also be isolated and helpless. In the process of building corporate culture and brand culture, tobacco companies must organically integrate the two, maximize the effect of cultural construction, and withstand the ever-increasing reform test of the tobacco industry, in order to enhance corporate brand and cultural power.

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