鸿茅药酒品牌文化营销方案研究

发布时间：2018-01-10 16:04

本文关键词：鸿茅药酒品牌文化营销方案研究　出处：《内蒙古大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国人口老龄化以及城市化进程速度加快,公众的健康意识不断增强,随之而来的自我保健、自我医疗以及养生等方面的需求大幅度提高。2015年上半年,我国医药行业总体收入达到1.24万亿元,相比2013年提高了近9%。巨大的市场需求也给药酒行业带来了良好的发展机遇。但是,由于部分药酒品牌宣传不规范,甚至一些保健酒存在虚假宣传、过分夸大疗效等现象,从而导致过度透支市场。目前,药酒市场面临着诸多问题,传统的营销方式已不能满足消费者对于产品多元化的需求,单一的品牌营销已经后继乏力。如何给品牌注入文化的内涵,用品牌文化营销及传播的理念打动消费者,在提升品牌美誉度的同时提高顾客的忠诚度,是摆在鸿茅药业有限责任公司面前的一个重要课题。本文以鸿茅药酒为研究对象,从品牌文化营销视角深入分析了鸿茅药酒的营销现状及营销中存在的问题,从而提出了公司品牌文化营销的必然性；从宏观环境、行业环境和企业内部环境等方面分析了公司品牌文化营销的可行性；继而,通过SWOT分析法,对公司的优势、劣势、机会、风险等方面进行了深入细致的分析,最后,提出鸿茅药酒品牌文化营销方案和方案实施的保障措施。希望通过此次研究,能够较好地梳理鸿茅药业有限责任公司在药酒品牌文化营销方面的尝试和做法,不断改进,努力找到更加适合企业的营销方法。与此同时,能够通过对鸿茅药业有限责任公司品牌文化营销的研究对其他药酒企业起到一定的参考作用。
[Abstract]:With the aging of the population and the accelerated pace of urbanization in China, public awareness of health has been growing, followed by self-care. The demand for self-care and health care has been greatly increased. In the first half of 2015, the total income of the pharmaceutical industry in China reached 1.24 tillion yuan. Compared with 2013, it has increased nearly 9%. The huge market demand has also brought good development opportunities to the medicine and wine industry. However, due to some brands of medicine and wine propaganda is not standardized, even some health wine exists false propaganda. Excessive exaggeration of the effect of the phenomenon, resulting in excessive overdraft market. At present, the pharmaceutical market is facing many problems, the traditional marketing methods can not meet the needs of consumers for product diversification. Single brand marketing has been weak. How to inject cultural connotation into the brand, with the concept of brand culture marketing and communication to impress consumers, in order to enhance the brand reputation at the same time to enhance customer loyalty. Hongmao Pharmacy Co., Ltd is an important subject in front of Hongmao Pharmaceutical Co., Ltd. This paper takes Hongmao medicinal wine as the research object, deeply analyzes the current marketing situation and the existing problems in the marketing of Hongmao medicinal wine from the perspective of brand culture marketing. The inevitability of brand culture marketing is put forward. The feasibility of brand culture marketing is analyzed from macro environment, industry environment and internal environment. Then, through the SWOT analysis, the company's strengths, weaknesses, opportunities, risks and other aspects of the in-depth and detailed analysis, finally. Put forward Hongmao medicinal wine brand culture marketing program and the implementation of the safeguard measures. Hope through this study can better comb Hongmao Pharmaceutical Co., Ltd. in the brand culture marketing attempts and practices. At the same time, through the research of brand culture marketing of Hongmao Pharmaceutical Co., Ltd., it can play a certain reference role to other medicine and wine enterprises.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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