医药类中华老字号的品牌化发展研究

发布时间：2018-01-19 15:21

本文关键词： 中华老字号医药类中华老字号品牌　出处：《郑州大学》2009年硕士论文　论文类型：学位论文

【摘要】：“中华老字号”是我国的商业奇葩和民族瑰宝,医药类中华老字号更是其中最具民族特色和代表性的行业之一。本文以2006年商务部认定的44家医药类中华老字号为例,从品牌发展的角度,全面探讨中华老字号的生存现状及发展路径。本文首先对中华老字号及医药类中华老字号的概念和外延进行界定,然后论述了目前国内对医药类中华老字号进行研究的现状和研究价值。在第二部分,本文描述了医药类中华老字号的品牌特色,并分析了其在消费者心目中、在中华老字号群体中、在我国医药行业中所占的地位。然后从品牌保护、品牌定位、品牌传播和品牌国际化这四个方面全面而系统地描述了医药类中华老字号在品牌建设过程中存在的问题。最后,本文对医药类中华老字号走品牌化发展的路径给出了建议：一是保护,包括企业保护和政府保护两个方面；二是及时进行品牌更新,包括产品更新、广告口号更新和形象代言人的更新；三是进行品牌延伸,既可以向制药产业的上下游分别延伸,也可以考虑凭借技术优势进入食品业、美容业和日化行业；四是开拓国际市场,医药类中华老字号应致力于改进老产品、开发新产品,通过积极打造名牌、健全质量标准体系等措施,充分利用华人资源,积极开拓国际市场。
[Abstract]:"the old Chinese brand" is our country's commercial exotic flower and national treasure. Medicine is one of the most national characteristics and representative industries. In 2006, the Ministry of Commerce identified 44 traditional Chinese medicine brands as an example, from the perspective of brand development. A comprehensive discussion of the existing status of old Chinese brands and the development of the path. This paper first defines the concept and extension of Chinese old Chinese brands and pharmaceutical brands, and then discusses the current situation and research value of the research on Chinese old Chinese brands of medicine in China at present. In the second part, this paper describes the brand characteristics of the traditional Chinese medicine brand, and analyzes its brand characteristics in the eyes of consumers and in the group of old Chinese brands. In the pharmaceutical industry in China occupies the position. Then from the brand protection, brand positioning. The four aspects of brand communication and brand internationalization describe comprehensively and systematically the problems existing in the process of brand building of traditional Chinese medicine brands. At last, the paper gives some suggestions on the development of traditional Chinese medicine brands: first, protection, including enterprise protection and government protection; Second, timely brand renewal, including product updates, advertising slogan updates and image spokesman updates; The third is brand extension, which can be extended to the upstream and downstream of the pharmaceutical industry, or consider entering the food industry, beauty industry and daily chemical industry by virtue of its technological advantages; Fourth, to open up the international market, the old Chinese brands of medicine should devote themselves to improving old products, developing new products, making full use of Chinese resources by actively building famous brands and perfecting quality standard system. Actively open up the international market.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.72

【引证文献】