基于核心竞争力的青海藏药企业品牌战略研究

发布时间：2018-06-17 17:41

本文选题：青海省藏药企业 + 品牌战略　；参考：《青海大学》2017年硕士论文

【摘要】：藏药产业具有广泛分布、种类丰富的动植物资源优势和自然禀赋。改革开放以来,尤其是国家实施西部大开发战略以来,青海藏药产业在国家和青海省各级政府的重点支持下,得到了快速发展。但是,在发展中仍然存在市场竞争力较弱,品牌建设滞后等问题。基于此,本文认为实施品牌战略是青海藏药企业提高核心竞争力的必由之路。首先,通过文献研究法从理论视角提出本文研究重点。品牌已成为影响和衡量企业核心竞争力的重要因素和外在表现。其次,从藏药产业发展现状入手,提出实施品牌战略的必要性。从藏药产品、现代医疗消费支出、专利时效性以及藏文化等产业特殊性,分析产业竞争力不高的限制因素,提出实施品牌战略是提高产业竞争力的必要途径。第三,通过消费者和企业实地调研,了解青海藏药企业品牌建设中存在的问题。采用发放问卷的形式,从消费者角度明确品牌的重要地位,及发现青海藏药认知度低的问题;通过实地调研13家藏药企业,发现藏药企业品牌建设存在中的不足。第四,分析青海藏药企业核心竞争力的影响因素。品牌战略的实施必须以核心竞争力的提高为前提,进一步分析核心竞争力的影响因素,结合核心竞争力的四个特征及品牌视角选取指标,并借助BP神经网络进行模拟测算。最后,根据模型分析的结果,确定青海藏药企业品牌战略,提出实施品牌发展战略的对策建议。青海藏药企业品牌总体战略是增长型战略,以质量战略作为品牌战略的基础,选择青海藏药生产企业自我品牌的品牌化决策,提出通过专利产品打造“现代精品藏药”的品牌定位,实施单一品牌化的品牌延伸策略,全方位的品牌保护策略。
[Abstract]:Tibetan medicine industry has a wide distribution, abundant plant and animal resources advantages and natural endowment. Since the reform and opening up, especially since the implementation of the strategy of developing the western region, the Tibetan medicine industry in Qinghai has developed rapidly with the support of the state and the governments at all levels in Qinghai Province. However, there are still some problems in the development, such as weak market competitiveness and lagged brand construction. Based on this, this paper believes that the implementation of brand strategy is the only way to improve the core competitiveness of Qinghai Tibetan medicine enterprises. First of all, through the literature research method from the theoretical perspective to put forward the focus of this study. Brand has become an important factor and external performance of influencing and measuring the core competitiveness of enterprises. Secondly, from the current situation of Tibetan medicine industry development, put forward the necessity of implementing brand strategy. Based on the particularity of Tibetan medicine products, modern medical expenditure, patent timeliness and Tibetan culture, this paper analyzes the limiting factors of industrial competitiveness, and points out that the implementation of brand strategy is the necessary way to improve industrial competitiveness. Third, through the field investigation of consumers and enterprises, understand the problems in brand building of Qinghai Tibetan medicine enterprises. In the form of questionnaire, the important status of brand is clear from the perspective of consumers, and the problem of low recognition of Tibetan medicine in Qinghai is found. Through the field investigation of 13 Tibetan pharmaceutical enterprises, we find that there are deficiencies in brand construction of Tibetan medicine enterprises. Fourth, the analysis of Qinghai Tibetan medicine enterprises core competitiveness factors. The implementation of brand strategy must take the improvement of core competence as the premise, further analyze the influence factors of core competence, combine the four characteristics of core competence and the brand angle of view to select the index, and carry on the simulation calculation with the help of BP neural network. Finally, according to the results of the model analysis, the brand strategy of Qinghai Tibetan medicine enterprises is determined, and the countermeasures and suggestions for the implementation of brand development strategy are put forward. The overall brand strategy of Qinghai Tibetan medicine enterprises is a growth strategy. Taking the quality strategy as the basis of the brand strategy, the author chooses the brand decision of Qinghai Tibetan medicine production enterprises as their own brand. This paper puts forward the brand orientation of "modern fine Tibetan medicine" through patent products, the brand extension strategy of single brand and the all-around brand protection strategy.
【学位授予单位】：青海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.72

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