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将军时尚雪茄，点亮都市新生活”––“将军”品牌是由济南卷烟厂与英国乐富门公司联合研制，推出至今已有20年的历史，在市场上建立了良好声誉。近几年，“将军”品牌发展迅猛，以每年近40%的幅度递增，在全国卷烟品牌成长性指标评估中名列前茅。“将军”品牌曾荣获“全国烟草行业名优卷烟品牌”、“山东名牌产品”等称号。

将军雪茄品牌完全与国际潮流接轨，顺应烟支轻型化、人群年轻化、产品时尚化的消费大势，彻底颠覆中国雪茄行业固有的低质低价、毫无文化内涵的局面，开创了代表高品质与高品位的中国雪茄新类别––时尚雪茄。

将军时尚雪茄颠覆古板、传统的观念，以张扬的气质个性赋予人们不同的气质和神韵，带给人一种愉悦的心情和优雅不凡感受；体现新贵阶层独有的生活品位，精致、细腻的展露个性，从而成为中国新贵阶层社交的名片，甚至情感表达与思考的方式––这是所有时尚奢侈品的初衷，也是将军时尚雪茄的本意––创造消费者记得住、买得起的新时代奢侈品，彰显个性品位，散发时尚气息，使时尚真正成为一种生活态度和生活方式，融进最平常的生活里，从而引领消费潮流。

跨界式的产品设计、夜场文化主导的品牌形象超越了传统思维，将军时尚雪茄品牌站在完全领先于中国烟草行业传播理念的文化高度，呈现国际化的消费价值观，一举突破其它国内本土雪茄的消费印象，满足了消费新贵群体的时尚需求，实现了中国雪茄产品的全面跨越。鲜明的文化个性，推动时尚雪茄系列产品的流行，山东中烟引领消费时尚的时代正在到来。

1987年2月，济南卷烟厂与英国乐富门公司联合研制推出了“将军”牌卷烟，成为当时国内零售价格最高的卷烟。

1988年2月，“将军”卷烟荣获山东省优秀新产品一等奖。

1989年10月，“将军”卷烟被评为全国烤烟型优质产品。

1992年2月，“将军”卷烟走出国门，推向国际市场。

1994年6月，“将军”卷烟荣获第五届亚太国际博览会银牌。

1998年11月，“将军”卷烟被山东省烟草公司评为一类品。

2000年，“将军”卷烟被国家烟草专卖局评定为行业优等品。

2001年，“将军”卷烟被国家烟草专卖局评定为“2001年度全国烟草行业名优卷烟”，成为全国36个名优卷烟品牌之一，也是山东省唯一的入选品牌。

2004年，“将军”卷烟入选国家烟草专卖局《卷烟百牌号目录》，被国家烟草专卖局和山东中烟公司确定为重点发展的卷烟品牌。

山东中烟工业有限责任公司成立于2004年2月，是中国烟草总公司的全资子公司，正厅级中央驻鲁国有大型企业。公司总资产220亿元，年卷烟生产规模271万箱，居全国第五位。公司主营卷烟、雪茄烟生产销售，烟草专用机械、烟叶、复烤烟叶、卷烟纸、滤嘴棒、烟用丝束的购进、本省销售；烟草物资、烟机零配件销售及交易服务。公司下辖济南、青岛、青州、滕州等四个直属非法人卷烟生产厂，拥有从事多元化生产经营的将军、颐中集团公司等两个全资子公司，中鲁、惠丰、瑞博斯公司等三个专业公司。

自成立以来，公司在国家烟草专卖局和山东省委、省政府的领导下，始终坚持科学发展观，牢固树立“国家利益至上、消费者利益至上”的行业共同价值观，一手抓改革，一手抓经营，经济运行平稳较快发展。“十一五”期间，公司累计上缴各类税金468亿元，年均增长13.8%。2011年，全系统实现销售收入262亿元，同比增长18.6%；实现利税172亿元，同比增长28.5%。

英文翻译：General fashion cigar, lighting the new life of the city – "general" brand is jointly developed by Jinan cigarette factory and British lefomen company. It has been launched for 20 years and has established a good reputation in the market. In recent years, "general" brand has developed rapidly, with an annual increase of nearly 40%, ranking first in the national cigarette brand growth index evaluation. "General" brand has won the titles of "national famous and excellent cigarette brand in tobacco industry", "Shandong famous brand product", etc. The general cigar brand is fully in line with the international trend, in line with the consumption trend of lighter cigarettes, younger people and fashionable products, completely subverting the situation of low quality, low price and no cultural connotation inherent in the Chinese cigar industry, and creating a new category of Chinese eggplant, which represents high quality and high grade. General fashion cigars subvert the old and traditional concepts, give people different temperament and verve with the publicity of temperament and personality, bring people a pleasant mood and elegant extraordinary feeling; reflect the unique life taste of the new noble class, delicate and delicate display of personality, so as to become the social card of the new noble class in China, and even the way of emotional expression and thinking – this is all the time The original intention of valuing luxury goods is also the original intention of general fashion cigar - to create new era luxury goods that consumers can remember and afford, to show their personal taste, and to send out fashion breath, so that fashion can truly become a life attitude and lifestyle, to integrate into the most ordinary life, and lead the consumption trend. The cross-border product design and the brand image dominated by the night scene culture surpass the traditional thinking. The general fashion cigar brand stands at the cultural height completely ahead of the communication concept of the Chinese tobacco industry, presents the international consumption values, breaks through the consumption impression of other domestic local cigars at one stroke, meets the fashion needs of the new consumption groups, and realizes the comprehensive production of Chinese cigars Stride across. Distinctive cultural personality, promote the popularity of fashionable cigar series products, Shandong Zhongyan leads the era of consumption fashion is coming. In February 1987, Jinan cigarette factory and British lefomen company jointly developed and launched the "general" brand cigarette, which became the highest retail price cigarette in China at that time. In February 1988, "general" cigarette won the first prize of excellent new product in Shandong Province. In October 1989, "general" cigarette was rated as the national high-quality tobacco products. In February 1992, the "general" cigarette went out of the country to the international market. In June 1994, "general" cigarette won the silver medal of the 5th Asia Pacific International Expo. In November 1998, "general" cigarette was rated as a class I product by Shandong tobacco company. In 2000, Jiangjun cigarette was appraised as the best product by the State Tobacco Monopoly Bureau. In 2001, "general" cigarette was appraised as "2001 national tobacco industry famous and excellent cigarette" by the State Tobacco Monopoly Bureau, becoming one of the 36 famous and excellent cigarette brands in China and the only selected brand in Shandong Province. In 2004, "general" cigarette was selected into the National Tobacco Monopoly Bureau's "cigarette hundred brand catalog", and was determined as the key development cigarette brand by the National Tobacco Monopoly Bureau and Shandong Zhongyan company. Shandong Zhongyan Industry Co., Ltd. was founded in February 2004. It is a wholly-owned subsidiary of China National Tobacco Corporation and a large state-owned enterprise in Shandong Province. The total assets of the company is 22 billion yuan, and the annual cigarette production scale is 2.71 million boxes, ranking the fifth in China. The company is mainly engaged in the production and sales of cigarettes and cigars, the purchase and sales of tobacco machinery, tobacco leaves, redried tobacco leaves, cigarette paper, filter rods and cigarette tow, and the sales and trading services of tobacco materials and cigarette machine parts. Under the jurisdiction of Jinan, Qingdao, Qingzhou, Tengzhou and other four non legal person cigarette factories directly under the company, the company has two wholly-owned subsidiaries, i.e. general and Yizhong group, engaged in diversified production and operation, and three professional companies, i.e. Zhonglu, Huifeng and rebos. Since its establishment, under the leadership of the State Tobacco Monopoly Bureau, Shandong provincial Party committee and the provincial government, the company has always adhered to the scientific outlook on development, firmly established the industry common values of "national interests first, consumer interests first", focused on reform and operation, and achieved steady and rapid economic development. During the 11th Five Year Plan period, the company has paid 46.8 billion yuan of taxes, an average annual growth of 13.8%. In 2011, the sales revenue of the whole system reached 26.2 billion yuan, an increase of 18.6% year on year; the profit and tax reached 17.2 billion yuan, an increase of 28.5% year on year.

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