凯程制药有限公司广告策略研究

发布时间：2018-04-21 20:24

本文选题：制药行业 + 品牌　；参考：《哈尔滨工程大学》2009年硕士论文

【摘要】： 广告是企业产品与消费者之间的重要桥梁和纽带。随着市场竞争的日趋激烈,越来越多的企业开始重视广告的投放。设计、制定一个良好的广告方案可以帮助企业在复杂多变的市场环境中更好地对广告的投放进行科学管理。广告策略是实现广告活动目标的措施与手段。它是根据企业内外部的环境、条件、广告目的而制定的决策方案。本文通过对凯程制药有限公司现行广告策略的分析,指出了策略中存在的问题,并在对凯程制药的竞争对手、产品特点、目标消费市场、传播媒介等因素进行综合分析的基础上,提出树立凯程品牌价值、绿色产品以及媒体组合投放等广告策略方案,在提出新的广告策略方案后,制定了相应的保障措施,力求为凯程制药找到有效的广告策略,从而使公司获得更多的商机。本文对国内其他制药企业广告策略的选择和制订具有一定的指导意义。
[Abstract]:Advertising is an important bridge and link between enterprise products and consumers. With the increasingly fierce market competition, more and more enterprises begin to attach importance to advertising. Designing and making a good advertising scheme can help enterprises to better manage advertising in the complex and changeable market environment. Advertising strategy is a measure and means to achieve the goal of advertising activities. It is based on the internal and external environment, conditions, advertising purposes and the decision-making program. Based on the analysis of the current advertising strategy of Kai Cheng Pharmaceutical Co., Ltd., this paper points out the problems existing in the strategy, and analyzes the competition, product characteristics and target consumer market of Kai Cheng Pharmaceutical Co., Ltd. On the basis of comprehensive analysis of media and other factors, this paper puts forward advertising strategies such as setting up brand value of Kecheng, green products and media combination. After putting forward new advertising strategies, the corresponding safeguard measures are formulated. Strive to find an effective advertising strategy for Kai Cheng Pharmaceuticals, thereby enabling the company to obtain more business opportunities. This article has certain guiding significance to the choice and formulation of advertising strategy for other pharmaceutical enterprises in China.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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