Research on China's Cigarette Brand Risk Recognition and Guard

摘要

China is the biggest tobacco country in the world. Presently, the Chinese domestic cigarette's marketability degree enhances unceasingly, between the brand competition is day by day intense, faced with the risk hastens is complex and is diverse. This article utilizes the risk management theory, has constructed the cigarette brand risk recognition frame, promulgated four big risks which the cigarette brand faced, the utilization has moved the static gambling model to analyze the cigarette brand risk guard level, finally proposed cigarette brand risk guard several measures.