进入二十一世纪以来,特别是中国加入世贸后,为应对国外烟草的挑战,国家局制定了“大市场、大企业、大品牌”战略。烟草企业要做大做强,产品质量稳定是关键。本文结合国内外烟草发展形势,从卷烟原辅材料、生产过程控制、生产工艺标准和设备以及品牌扩张的软环境等几方面进行了较为深刻的分析,对烟草企业在品牌扩张过程中保证产品质量稳定性具有一定借鉴意义。 Since the 21st century, especially after China’s accession to the WTO, in order to meet the challenge of foreign tobacco, the State Bureau has formulated a strategy of “big market, large enterprises and big brands.” Tobacco companies to bigger and stronger, product quality and stability is the key. Based on the development of tobacco at home and abroad, the paper analyzes the tobacco raw and auxiliary materials, the production process control, the production process standard and equipment and the soft environment of brand expansion and so on, and ensures the stable quality of tobacco products during the brand expansion Sex has some reference value.