华纳大药厂红100品牌营销策略研究
发布时间：2019-05-24 02:05
【摘要】： 阿胶产品作为补血的主导产品和消费者可以自行选择的医药产品,消费者对其具有较高的认知度。当今阿胶市场的竞争已经进入品牌竞争的阶段,消费者越来越注重于阿胶品牌的选择,产品品牌已经成为企业最为重要的无形资产和竞争优势之一,谁具有优良的品牌资产,谁就能通过强大的品牌传播体系和网络在消费者心目中建立牢固的“品牌网络”,赢得消费者和市场的青睐,最终实现企业的销售目标,在激烈的市场竞争中取得领先优势。因此,研究阿胶品牌营销具有较高的营销传播价值。 红100品牌作为湖南华纳大药厂有限公司旗下的品牌之一,其产品主要是红100阿胶颗粒,于2004年开始上市运作,在湖南市场具备一定的市场基础,但随着市场竞争的加剧,红100产品销售亟待向上突破,红100品牌资产亟待提升。因此,研究企业如何通过目标市场的确定、针对目标客户确定红100品牌定位,并进一步采取有效的品牌营销策略,加强红100品牌建立和传播,具有较高的研究价值和现实意义。 本文综合运用品牌营销的相关理论和方法,分析了红100品牌营销外部环境以及湖南华纳大药厂有限公司内部环境,并通过问卷设计、市场调查,了解红100品牌的知名度、美誉度、以及忠诚度现状和其品牌营销中存在的困难和不足,并进一步分析阿胶市场消费特征;在此基础上,确定红100的目标市场,结合产品特色明确红100品牌定位,在品牌定位的指导下,最后提出了红100品牌营销策略。
[Abstract]:As the leading product of replenishing blood and the pharmaceutical product that consumers can choose, consumers have a high degree of recognition of it. Nowadays, the competition of A Jiao market has entered the stage of brand competition, consumers pay more and more attention to the choice of A Jiao brand, product brand has become one of the most important intangible assets and competitive advantages of enterprises, who has excellent brand assets, Who can establish a strong "brand network" in the eyes of consumers through a strong brand communication system and network, win the favor of consumers and the market, and finally achieve the sales objectives of enterprises, and obtain the leading advantage in the fierce market competition. Therefore, the study of Ajiao brand marketing has a high marketing communication value. Hong100 brand, as one of the brands of Hunan Warner Pharmaceutical Co., Ltd., its products are mainly red 100 gum particles, which began to go on the market in 2004 and have a certain market foundation in Hunan market, but with the intensification of market competition, Red 100 product sales need to be improved, red 100 brand equity needs to be improved. Therefore, it is of high research value and practical significance to study how to determine the positioning of Hong100 brand for the target customers, and to further adopt effective brand marketing strategy to strengthen the establishment and dissemination of Hong100 brand through the determination of the target market. Based on the related theories and methods of brand marketing, this paper analyzes the external environment of Hong100 brand marketing and the internal environment of Hunan Warner Pharmaceutical Co., Ltd., and understands the popularity of Hong100 brand through questionnaire design and market investigation. Reputation, as well as the current situation of loyalty and the difficulties and shortcomings in its brand marketing, and further analyze the consumption characteristics of Jiao market; On this basis, the target market of Red 100 is determined, and the brand positioning of Red 100 is defined according to the characteristics of the products. under the guidance of brand positioning, the marketing strategy of Red 100 brand is put forward.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.72
本文编号：2484450
[Abstract]:As the leading product of replenishing blood and the pharmaceutical product that consumers can choose, consumers have a high degree of recognition of it. Nowadays, the competition of A Jiao market has entered the stage of brand competition, consumers pay more and more attention to the choice of A Jiao brand, product brand has become one of the most important intangible assets and competitive advantages of enterprises, who has excellent brand assets, Who can establish a strong "brand network" in the eyes of consumers through a strong brand communication system and network, win the favor of consumers and the market, and finally achieve the sales objectives of enterprises, and obtain the leading advantage in the fierce market competition. Therefore, the study of Ajiao brand marketing has a high marketing communication value. Hong100 brand, as one of the brands of Hunan Warner Pharmaceutical Co., Ltd., its products are mainly red 100 gum particles, which began to go on the market in 2004 and have a certain market foundation in Hunan market, but with the intensification of market competition, Red 100 product sales need to be improved, red 100 brand equity needs to be improved. Therefore, it is of high research value and practical significance to study how to determine the positioning of Hong100 brand for the target customers, and to further adopt effective brand marketing strategy to strengthen the establishment and dissemination of Hong100 brand through the determination of the target market. Based on the related theories and methods of brand marketing, this paper analyzes the external environment of Hong100 brand marketing and the internal environment of Hunan Warner Pharmaceutical Co., Ltd., and understands the popularity of Hong100 brand through questionnaire design and market investigation. Reputation, as well as the current situation of loyalty and the difficulties and shortcomings in its brand marketing, and further analyze the consumption characteristics of Jiao market; On this basis, the target market of Red 100 is determined, and the brand positioning of Red 100 is defined according to the characteristics of the products. under the guidance of brand positioning, the marketing strategy of Red 100 brand is put forward.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.72
【引证文献】
相关硕士学位论文 前1条
1 周礼;加盟连锁企业的品牌价值提升研究[D];江南大学;2013年
，本文编号：2484450
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