發(fā)布時間：2018-06-17 17:41

  本文選題：青海省藏藥企業(yè) + 品牌戰(zhàn)略　； 參考：《青海大學(xué)》2017年碩士論文

【摘要】：藏藥產(chǎn)業(yè)具有廣泛分布、種類豐富的動植物資源優(yōu)勢和自然稟賦。改革開放以來,尤其是國家實(shí)施西部大開發(fā)戰(zhàn)略以來,青海藏藥產(chǎn)業(yè)在國家和青海省各級政府的重點(diǎn)支持下,得到了快速發(fā)展。但是,在發(fā)展中仍然存在市場競爭力較弱,品牌建設(shè)滯后等問題。基于此,本文認(rèn)為實(shí)施品牌戰(zhàn)略是青海藏藥企業(yè)提高核心競爭力的必由之路。首先,通過文獻(xiàn)研究法從理論視角提出本文研究重點(diǎn)。品牌已成為影響和衡量企業(yè)核心競爭力的重要因素和外在表現(xiàn)。其次,從藏藥產(chǎn)業(yè)發(fā)展現(xiàn)狀入手,提出實(shí)施品牌戰(zhàn)略的必要性。從藏藥產(chǎn)品、現(xiàn)代醫(yī)療消費(fèi)支出、專利時效性以及藏文化等產(chǎn)業(yè)特殊性,分析產(chǎn)業(yè)競爭力不高的限制因素,提出實(shí)施品牌戰(zhàn)略是提高產(chǎn)業(yè)競爭力的必要途徑。第三,通過消費(fèi)者和企業(yè)實(shí)地調(diào)研,了解青海藏藥企業(yè)品牌建設(shè)中存在的問題。采用發(fā)放問卷的形式,從消費(fèi)者角度明確品牌的重要地位,及發(fā)現(xiàn)青海藏藥認(rèn)知度低的問題;通過實(shí)地調(diào)研13家藏藥企業(yè),發(fā)現(xiàn)藏藥企業(yè)品牌建設(shè)存在中的不足。第四,分析青海藏藥企業(yè)核心競爭力的影響因素。品牌戰(zhàn)略的實(shí)施必須以核心競爭力的提高為前提,進(jìn)一步分析核心競爭力的影響因素,結(jié)合核心競爭力的四個特征及品牌視角選取指標(biāo),并借助BP神經(jīng)網(wǎng)絡(luò)進(jìn)行模擬測算。最后,根據(jù)模型分析的結(jié)果,確定青海藏藥企業(yè)品牌戰(zhàn)略,提出實(shí)施品牌發(fā)展戰(zhàn)略的對策建議。青海藏藥企業(yè)品牌總體戰(zhàn)略是增長型戰(zhàn)略,以質(zhì)量戰(zhàn)略作為品牌戰(zhàn)略的基礎(chǔ),選擇青海藏藥生產(chǎn)企業(yè)自我品牌的品牌化決策,提出通過專利產(chǎn)品打造“現(xiàn)代精品藏藥”的品牌定位,實(shí)施單一品牌化的品牌延伸策略,全方位的品牌保護(hù)策略。
[Abstract]:Tibetan medicine industry has a wide distribution, abundant plant and animal resources advantages and natural endowment. Since the reform and opening up, especially since the implementation of the strategy of developing the western region, the Tibetan medicine industry in Qinghai has developed rapidly with the support of the state and the governments at all levels in Qinghai Province. However, there are still some problems in the development, such as weak market competitiveness and lagged brand construction. Based on this, this paper believes that the implementation of brand strategy is the only way to improve the core competitiveness of Qinghai Tibetan medicine enterprises. First of all, through the literature research method from the theoretical perspective to put forward the focus of this study. Brand has become an important factor and external performance of influencing and measuring the core competitiveness of enterprises. Secondly, from the current situation of Tibetan medicine industry development, put forward the necessity of implementing brand strategy. Based on the particularity of Tibetan medicine products, modern medical expenditure, patent timeliness and Tibetan culture, this paper analyzes the limiting factors of industrial competitiveness, and points out that the implementation of brand strategy is the necessary way to improve industrial competitiveness. Third, through the field investigation of consumers and enterprises, understand the problems in brand building of Qinghai Tibetan medicine enterprises. In the form of questionnaire, the important status of brand is clear from the perspective of consumers, and the problem of low recognition of Tibetan medicine in Qinghai is found. Through the field investigation of 13 Tibetan pharmaceutical enterprises, we find that there are deficiencies in brand construction of Tibetan medicine enterprises. Fourth, the analysis of Qinghai Tibetan medicine enterprises core competitiveness factors. The implementation of brand strategy must take the improvement of core competence as the premise, further analyze the influence factors of core competence, combine the four characteristics of core competence and the brand angle of view to select the index, and carry on the simulation calculation with the help of BP neural network. Finally, according to the results of the model analysis, the brand strategy of Qinghai Tibetan medicine enterprises is determined, and the countermeasures and suggestions for the implementation of brand development strategy are put forward. The overall brand strategy of Qinghai Tibetan medicine enterprises is a growth strategy. Taking the quality strategy as the basis of the brand strategy, the author chooses the brand decision of Qinghai Tibetan medicine production enterprises as their own brand. This paper puts forward the brand orientation of "modern fine Tibetan medicine" through patent products, the brand extension strategy of single brand and the all-around brand protection strategy.
【學(xué)位授予單位】：青海大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F426.72

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本文編號：2031902