华邦制药公司品牌发展战略研究

发布时间：2018-01-27 15:08

本文关键词： 品牌品牌培育华邦制药 SWOT分析体系　出处：《重庆大学》2015年硕士论文　论文类型：学位论文

【摘要】：药品的特殊性,使医药企业与其他它消费品生产企业不同,医药企业在药品生产、销售和宣传等方面都受到政府部门严格的管理和制约,造成医药企业和消费者之间的信息不对等。消费者对于制药的知识基本不了解,这样使消费者对药品的使用和购买在很大程度受到医生的影响。因此,对医药品牌的培育和经营进行深入细致地分析,构建出一套科学的品牌培育体系及具体的实施方案,为成功塑造品牌提供相应的理论支撑,是一项具有重要研究意义的课题。本文首先对国内外品牌的研究内容进行梳理,针对品牌培育和品牌营销理论作详细论述,并以“华邦制药”品牌培育为例,阐释了品牌培育的涉及关于品牌个性、营销、管理的现状,并揭示了其在品牌培育过程中现有的问题。通过SWOT分析方法,对“华邦制药”的品牌定位进行深入分析,并构建了基于“华邦制药”品牌的培育体系和保障措施。通过对华邦制药品牌发展过程中存在问题的深入研究,确定了华邦制药品牌未来发展的战略定位;并通过对品牌培育体系的建立和实施,提出了市场定位、产品定价、品牌促销、品牌渠道、品牌保护、网络营销六个方面的实施举措。本文的研究成果有力的促进了华邦制药公司品牌的健康发展,并进一步优化了品牌培育体系,对开展相应品牌培育工作具有重要的指导作用。
[Abstract]:The special nature of drugs, the pharmaceutical enterprises it is different from other consumer goods production enterprises, pharmaceutical companies in the pharmaceutical production, sales and publicity are subject to government departments strict management and control, caused between medical enterprise and consumer information asymmetry. Consumers do not understand the basic knowledge of pharmacy, so that consumers use the drug and buy in large part by the doctor. Therefore, in-depth and meticulous analysis of cultivation and management of pharmaceutical brands, build a set of system and the concrete implementation plan to cultivate scientific brand, successful branding provide corresponding theoretical support, there is an important research topic. The research content significance based on the domestic and foreign brand was reviewed in detail for the brand development and brand marketing theory, and the "Chinese pharmaceutical" brand as an example, explains the Brand cultivation about brand personality, marketing, management of the status quo, and reveals the problems existing in the process of brand cultivation. Through the SWOT analysis method, in-depth analysis of the "brand positioning Huabang pharmacy", and based on "Chinese pharmaceutical" brand cultivation system and guarantee measures. According to the in-depth study on the problems of Chinese pharmaceutical brand development process, determine the strategic positioning of the future development of Chinese pharmaceutical brands; and through the brand establishment and implementation of the system, put forward the market positioning, product pricing, brand promotion, brand channels, brand protection, measures six aspects of network marketing. The research results of this paper promote the healthy development of Chinese pharmaceutical company brand, and further optimize the system of brand cultivation, has an important guiding role to carry out the corresponding brand development work.

【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F273.2

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