医药产品品牌资产构成和影响因素的分析

发布时间：2018-01-06 11:38

本文关键词：医药产品品牌资产构成和影响因素的分析　出处：《太原理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国新医改政策的不断推动,国家投入的增多及政策的完善,人口老龄化。民众保健意识提升,器械服务行业和医药电商如火如荼的发展等因素的不断发展变化,我国医药企业将面临着难得的机遇,同时也意味着面临更多的竞争与挑战。在当前的市场经济状况下,每一个中小医药企业都想创品牌,而那些已经尝到品牌甜头的大中型医药企业也想继续强化品牌优势,中国医药品牌在未来的竞争力令人期待。中国医药企业应该瞄准国际市场上最大的医药制造商和经营商地位,大企业更应该积极参与国际竞争,带领中国医药品牌走向世界,只有这样才能实现中国医药的繁荣。曾几何时,国内医药企业大打“品牌化”旗帜,但是这么多年下来,能留给我们印象深刻的企业品牌并不多。很多企业在投放广告和赞助活动上下了很大功夫,但是现在的品牌价值怎么样呢?目前,我国医药品牌更像是招牌,都是卖着同质化严重的产品,诉求几乎相同的概念,更多的时候比的是谁的渠道能力更强。近年来,医药企业的并购现象也日趋严重,更多的企业开始重视品牌资产这个问题。本文拟对医药产品的品牌资产内涵从产出视角和来源视角作出界定,并对影响医药产品品牌资产的因素进行调查研究与分析,提出适合医药产品的品牌资产提升模型。本文通过对一些医药产品用户进行调查研究,对医药产品的品牌资产作出界定,对医药企业的品牌发展战略制定提出建议,对于企业提升品牌资产具有一定的指导意义。本文将对医药类产品的品牌资产的构成和影响因素进行研究。首先从产出视角和来源视角对医药类产品品牌资产作出界定。通过搜集资料调查我国一些医药品牌的品牌价值,从产出视角介绍医药类产品品牌资产;通过对不同品牌的同类药品的价格进行调查,介绍一些常见药品品牌的品牌附加值,从来源视角分析这些医药产品的品牌资产。通过建立问卷调查,对太原迎泽区的一些药品用户进行调查,通过调查结果分析医药产品的品牌资产的构成和影响因素。分析现阶段我国医药品牌的发展现状和趋势,分析医药产品提升品牌资产需要从哪些方面着手,提出解决问题的对策。通过对现阶段我国医药产品品牌的分析,提出适用于医药类产品的品牌资产双循环模型。本文的创新点在于从产出视角和来源视角分别对医药产品的品牌资产作出界定,利用调查问卷结果分析并提出了适合医药类产品的品牌资产提升模型,对医药企业树立品牌具有一定的现实指导意义。
[Abstract]:With the constantly promote China's new medical reform policy, improve the increase and policy investment countries, the aging of the population. Public health awareness, the change and development of the service industry and equipment factors such as the development of the pharmaceutical business like a raging fire, China's pharmaceutical enterprises will be faced with rare opportunities, but also faces more competition and challenge in the market. The current economic situation, each small and medium-sized pharmaceutical companies want to create brand, and those who have tasted the sweetness of the brand of large and medium-sized pharmaceutical companies want to continue to strengthen the brand advantage, China pharmaceutical brand competitiveness in the future anticipated. China pharmaceutical enterprises should aim at the international market the largest pharmaceutical manufacturers and operators of position and large enterprises should actively participate in international competition, leading China pharmaceutical brand to the world, to realize the prosperity of the only way to Chinese medicine. When several, The domestic pharmaceutical enterprises play the "brand" banner, but for so many years, can give us the impressive brand is not much. Many enterprises under a lot of effort in advertising and sponsorship, but now how the brand value? At present, Chinese medicine brand is more like signs are sold a serious homogenization of products, demands almost identical to the concept, more often than those who channel capacity. In recent years, the phenomenon of mergers and acquisitions of pharmaceutical enterprises is becoming more and more serious, more and more enterprises begin to pay attention to this problem. This paper intends to brand equity definition of pharmaceutical product brand equity connotation from the output Perspective and perspective is made from, and carries out the investigation and analysis of influencing factors of pharmaceutical products brand assets, the brand assets promotion model suitable for pharmaceutical products. Based on the adjustment of some pharmaceutical products for users In this research, the definition of pharmaceutical products, brand equity, brand development strategy of pharmaceutical enterprises to develop recommendations, which has certain guiding significance for enterprises to enhance brand equity. This paper studies the composition and influencing factors of pharmaceutical products brand assets. First from the output perspective and perspective on the source of pharmaceutical products brand property to define. Through data collection survey of some medicine of our brand's brand value, the pharmaceutical products of brand equity from the output perspective; through the investigation of different brands of the same drug price, introduce some common drugs brand brand value, the analysis of these pharmaceutical products from the source of brand equity perspective. Through the establishment of a questionnaire survey and carries on the investigation to some drug users in Taiyuan District of Yingze, through the analysis of the survey results and shadow brand equity of pharmaceutical products for sound Analysis of current situation and development trend. At the present stage of China's pharmaceutical brands, analysis of pharmaceutical products to enhance the brand equity needs from what aspects, put forward countermeasures to solve the problems. Through the analysis of the pharmaceutical product brand in our country at the present stage, the brand equity circulation model which is suitable for pharmaceutical products. The innovation of this paper lies from the output perspective and sources respectively from the perspectives of pharmaceutical products brand assets are defined by the results of the questionnaire analysis and put forward the model of brand assets promotion for pharmaceutical products, has a certain significance for pharmaceutical enterprises to establish a brand.

【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F406.7;F426.72

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