北京同仁堂品牌国际化策略研究
发布时间：2018-12-15 03:49
【摘要】： 近年来,随着全世界消费者,尤其是欧美国家,自我医疗保健意识的增强,人们越来越追求绿色食品、纯天然制品,而中药更好地适应了世界人民用药的需要。随着各国官方对中医药限制的逐步放开,国际植物药品市场平均以每年30%的速度增长,这为中医药企业拓展国际市场提供了前所未有的历史机遇。 全球经济一体化的发展为品牌国际化提供了有利的发展平台,创建国际品牌已经成为许多现代优秀企业不断追求的目标。国内企业要想发展壮大,必须推进企业的国际化,尤其是品牌的国际化。实施品牌国际化策略能使现代企业获取明显的竞争优势,并通过品牌国际化赢得企业持续稳定的发展。 北京同仁堂创建于1669年,已有339年的历史,是中药行业闻名遐迩的老字号,也是我国中药业的第一品牌。同仁堂的药品和药膳以其“配方独特、选料上乘、工艺精湛、疗效显著”而著称于世,它不仅深受中国消费者的喜爱,而且还远销到日本、美国、加拿大等40多个国家和地区。在国际化的过程中,同仁堂如何更好的提升品牌形象和品牌价值,成为知名、了解、信赖、好感乃至偏爱与忠诚的优势品牌和国际名牌,以此提高同仁堂产品在海外的市场占有率,成为需要研究的重大问题。 本文把国内外的相关理论和北京同仁堂的历史、现状相结合,深入思考同仁堂的品牌国际化问题。通过对北京同仁堂品牌国际化进程分析,剖析北京同仁堂品牌国际化市场进入策略,明确品牌国际化成长路径。通过系列分析,对同仁堂品牌国际化提出系列思考。
[Abstract]:In recent years, with the enhancement of self-care consciousness of consumers all over the world, especially in Europe and the United States, people are more and more pursuing green food and pure natural products, while traditional Chinese medicine is better suited to the needs of people in the world. With the gradual liberalization of the restrictions on traditional Chinese medicine, the international plant medicine market is growing at an average rate of 30% per year, which provides an unprecedented historical opportunity for Chinese medicine enterprises to expand the international market. The development of global economic integration provides a favorable development platform for brand internationalization, and the establishment of international brand has become the goal of many modern excellent enterprises. If domestic enterprises want to develop, they must promote the internationalization of enterprises, especially the internationalization of brands. The implementation of brand internationalization strategy can enable modern enterprises to obtain obvious competitive advantages and win the sustained and stable development of enterprises through brand internationalization. Beijing Tongrentang was founded in 1669 and has a history of 339 years. It is a famous brand of traditional Chinese medicine industry and the first brand of Chinese medicine industry in China. Tongrentang's medicine and diet is famous for its unique formula, excellent selection, exquisite workmanship and remarkable curative effect. It is not only popular with Chinese consumers, but also exported to more than 40 countries and regions, such as Japan, the United States, Canada and so on. In the process of internationalization, Tongrentang how to better enhance the brand image and brand value, become well-known, understand, trust, like and even favor and loyal advantages of brands and international brands, To improve Tongrentang products in the overseas market share, become a major issue to be studied. This paper combines the relevant theories at home and abroad with the history and present situation of Tongrentang in Beijing to think deeply about the internationalization of Tongrentang's brand. By analyzing the process of Beijing Tongrentang brand internationalization, this paper analyzes the strategy of Beijing Tongrentang brand internationalization market, and clarifies the growth path of Beijing Tongrentang brand internationalization. Through series analysis, put forward series thinking to Tongrentang brand internationalization.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.72
本文编号：2379912
[Abstract]:In recent years, with the enhancement of self-care consciousness of consumers all over the world, especially in Europe and the United States, people are more and more pursuing green food and pure natural products, while traditional Chinese medicine is better suited to the needs of people in the world. With the gradual liberalization of the restrictions on traditional Chinese medicine, the international plant medicine market is growing at an average rate of 30% per year, which provides an unprecedented historical opportunity for Chinese medicine enterprises to expand the international market. The development of global economic integration provides a favorable development platform for brand internationalization, and the establishment of international brand has become the goal of many modern excellent enterprises. If domestic enterprises want to develop, they must promote the internationalization of enterprises, especially the internationalization of brands. The implementation of brand internationalization strategy can enable modern enterprises to obtain obvious competitive advantages and win the sustained and stable development of enterprises through brand internationalization. Beijing Tongrentang was founded in 1669 and has a history of 339 years. It is a famous brand of traditional Chinese medicine industry and the first brand of Chinese medicine industry in China. Tongrentang's medicine and diet is famous for its unique formula, excellent selection, exquisite workmanship and remarkable curative effect. It is not only popular with Chinese consumers, but also exported to more than 40 countries and regions, such as Japan, the United States, Canada and so on. In the process of internationalization, Tongrentang how to better enhance the brand image and brand value, become well-known, understand, trust, like and even favor and loyal advantages of brands and international brands, To improve Tongrentang products in the overseas market share, become a major issue to be studied. This paper combines the relevant theories at home and abroad with the history and present situation of Tongrentang in Beijing to think deeply about the internationalization of Tongrentang's brand. By analyzing the process of Beijing Tongrentang brand internationalization, this paper analyzes the strategy of Beijing Tongrentang brand internationalization market, and clarifies the growth path of Beijing Tongrentang brand internationalization. Through series analysis, put forward series thinking to Tongrentang brand internationalization.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.72
【引证文献】
相关硕士学位论文 前2条
1 王方;传统企业品牌年轻化策略研究[D];河南科技大学;2011年
2 王丽娜;东盛集团药品研发战略研究[D];西北大学;2010年
，本文编号：2379912
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2379912.html
