紫光古汉集团品牌定位与传播研究

发布时间：2018-02-09 04:37

本文关键词： 品牌品牌定位品牌传播紫光古汉集团　出处：《南华大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,随着人们消费水平的不断提高以及保健意识的增强,医药市场迅速扩容。目前,我国已经成为世界第二大OTC药品市场。这对各大制药企业来说既是机遇,也是挑战。企业如何在竞争如此激烈的OTC市场中塑造本企业的核心竞争力,是我国许多制药企业亟待研究的问题。而随着新经济时代的到来,品牌概念开始走进人们的生活,品牌营销越来越被企业所重视,越来越多的企业从良好的品牌定位与传播策略中获益。可以说,在市场细分化、消费个性化的今天,医药产品的品牌定位是否成功,直接关系到企业的生存与发展。本文在品牌定位、品牌营销相关理论的指导下,首先对品牌定位、品牌传播的相关理论进行了简要回顾,并指出了品牌定位的方法和策略、品牌定位应遵循的原则,品牌传播的要素。在此基础上,以紫光古汉集团主打产品——古汉养生精的经营实际为背景,分析了古汉养生精面临的外部和内部品牌营销环境。紧接着,笔者对紫光古汉集团自创办以来所进行的品牌定位和品牌传播情况以及目前品牌营销当中遇到的问题进行了梳理,找出了每个阶段中企业在品牌定位与传播存在的问题。最后,结合紫光古汉集团目前的品牌营销现状和待解决的营销难题,进行了品牌再定位和品牌策略的调整。
[Abstract]:In recent years, with the continuous improvement of people's consumption level and the enhancement of health care awareness, the pharmaceutical market has expanded rapidly. At present, China has become the second largest OTC drug market in the world. It is also a challenge. It is an urgent problem for many pharmaceutical enterprises in China to study how to shape the core competitiveness of their enterprises in such a fierce OTC market. However, with the arrival of the new economic era, the concept of brand has begun to enter people's lives. Brand marketing is paid more and more attention to by enterprises, and more and more enterprises benefit from good brand positioning and communication strategy. Under the guidance of brand positioning and brand marketing theory, this paper reviews the related theories of brand positioning and brand communication, and points out the methods and strategies of brand positioning. The principles to be followed in brand positioning and the elements of brand communication. On this basis, the background is the actual management of the main product of Ziguang Guhan Group-Guhan Health Preservation. This paper analyzes the external and internal brand marketing environment facing the ancient Han health essence. Then, the author combs the brand positioning and brand communication situation of Ziguang Guhan Group since its establishment and the problems encountered in the brand marketing at present. Finally, combined with the current brand marketing situation of Ziguang Guhan Group and the marketing problems to be solved, the brand repositioning and brand strategy adjustment are carried out.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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