本文關(guān)鍵詞： 中華老字號 醫(yī)藥類中華老字號 品牌　出處：《鄭州大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：“中華老字號”是我國的商業(yè)奇葩和民族瑰寶,醫(yī)藥類中華老字號更是其中最具民族特色和代表性的行業(yè)之一。本文以2006年商務(wù)部認(rèn)定的44家醫(yī)藥類中華老字號為例,從品牌發(fā)展的角度,全面探討中華老字號的生存現(xiàn)狀及發(fā)展路徑。 本文首先對中華老字號及醫(yī)藥類中華老字號的概念和外延進(jìn)行界定,然后論述了目前國內(nèi)對醫(yī)藥類中華老字號進(jìn)行研究的現(xiàn)狀和研究價(jià)值。 在第二部分,本文描述了醫(yī)藥類中華老字號的品牌特色,并分析了其在消費(fèi)者心目中、在中華老字號群體中、在我國醫(yī)藥行業(yè)中所占的地位。然后從品牌保護(hù)、品牌定位、品牌傳播和品牌國際化這四個(gè)方面全面而系統(tǒng)地描述了醫(yī)藥類中華老字號在品牌建設(shè)過程中存在的問題。 最后,本文對醫(yī)藥類中華老字號走品牌化發(fā)展的路徑給出了建議：一是保護(hù),包括企業(yè)保護(hù)和政府保護(hù)兩個(gè)方面；二是及時(shí)進(jìn)行品牌更新,包括產(chǎn)品更新、廣告口號更新和形象代言人的更新；三是進(jìn)行品牌延伸,既可以向制藥產(chǎn)業(yè)的上下游分別延伸,也可以考慮憑借技術(shù)優(yōu)勢進(jìn)入食品業(yè)、美容業(yè)和日化行業(yè)；四是開拓國際市場,醫(yī)藥類中華老字號應(yīng)致力于改進(jìn)老產(chǎn)品、開發(fā)新產(chǎn)品,通過積極打造名牌、健全質(zhì)量標(biāo)準(zhǔn)體系等措施,充分利用華人資源,積極開拓國際市場。
[Abstract]:"the old Chinese brand" is our country's commercial exotic flower and national treasure. Medicine is one of the most national characteristics and representative industries. In 2006, the Ministry of Commerce identified 44 traditional Chinese medicine brands as an example, from the perspective of brand development. A comprehensive discussion of the existing status of old Chinese brands and the development of the path. This paper first defines the concept and extension of Chinese old Chinese brands and pharmaceutical brands, and then discusses the current situation and research value of the research on Chinese old Chinese brands of medicine in China at present. In the second part, this paper describes the brand characteristics of the traditional Chinese medicine brand, and analyzes its brand characteristics in the eyes of consumers and in the group of old Chinese brands. In the pharmaceutical industry in China occupies the position. Then from the brand protection, brand positioning. The four aspects of brand communication and brand internationalization describe comprehensively and systematically the problems existing in the process of brand building of traditional Chinese medicine brands. At last, the paper gives some suggestions on the development of traditional Chinese medicine brands: first, protection, including enterprise protection and government protection; Second, timely brand renewal, including product updates, advertising slogan updates and image spokesman updates; The third is brand extension, which can be extended to the upstream and downstream of the pharmaceutical industry, or consider entering the food industry, beauty industry and daily chemical industry by virtue of its technological advantages; Fourth, to open up the international market, the old Chinese brands of medicine should devote themselves to improving old products, developing new products, making full use of Chinese resources by actively building famous brands and perfecting quality standard system. Actively open up the international market.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F426.72

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 范小晴;藥店藥妝產(chǎn)品經(jīng)營策略及盈利點(diǎn)研究[D];華中師范大學(xué);2013年

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本文編號：1444747