北京同仁堂品牌國際化策略研究
發(fā)布時間：2018-12-15 03:49
【摘要】： 近年來,隨著全世界消費者,尤其是歐美國家,自我醫(yī)療保健意識的增強,人們越來越追求綠色食品、純天然制品,而中藥更好地適應了世界人民用藥的需要。隨著各國官方對中醫(yī)藥限制的逐步放開,國際植物藥品市場平均以每年30%的速度增長,這為中醫(yī)藥企業(yè)拓展國際市場提供了前所未有的歷史機遇。 全球經濟一體化的發(fā)展為品牌國際化提供了有利的發(fā)展平臺,創(chuàng)建國際品牌已經成為許多現(xiàn)代優(yōu)秀企業(yè)不斷追求的目標。國內企業(yè)要想發(fā)展壯大,必須推進企業(yè)的國際化,尤其是品牌的國際化。實施品牌國際化策略能使現(xiàn)代企業(yè)獲取明顯的競爭優(yōu)勢,并通過品牌國際化贏得企業(yè)持續(xù)穩(wěn)定的發(fā)展。 北京同仁堂創(chuàng)建于1669年,已有339年的歷史,是中藥行業(yè)聞名遐邇的老字號,也是我國中藥業(yè)的第一品牌。同仁堂的藥品和藥膳以其“配方獨特、選料上乘、工藝精湛、療效顯著”而著稱于世,它不僅深受中國消費者的喜愛,而且還遠銷到日本、美國、加拿大等40多個國家和地區(qū)。在國際化的過程中,同仁堂如何更好的提升品牌形象和品牌價值,成為知名、了解、信賴、好感乃至偏愛與忠誠的優(yōu)勢品牌和國際名牌,以此提高同仁堂產品在海外的市場占有率,成為需要研究的重大問題。 本文把國內外的相關理論和北京同仁堂的歷史、現(xiàn)狀相結合,深入思考同仁堂的品牌國際化問題。通過對北京同仁堂品牌國際化進程分析,剖析北京同仁堂品牌國際化市場進入策略,明確品牌國際化成長路徑。通過系列分析,對同仁堂品牌國際化提出系列思考。
[Abstract]:In recent years, with the enhancement of self-care consciousness of consumers all over the world, especially in Europe and the United States, people are more and more pursuing green food and pure natural products, while traditional Chinese medicine is better suited to the needs of people in the world. With the gradual liberalization of the restrictions on traditional Chinese medicine, the international plant medicine market is growing at an average rate of 30% per year, which provides an unprecedented historical opportunity for Chinese medicine enterprises to expand the international market. The development of global economic integration provides a favorable development platform for brand internationalization, and the establishment of international brand has become the goal of many modern excellent enterprises. If domestic enterprises want to develop, they must promote the internationalization of enterprises, especially the internationalization of brands. The implementation of brand internationalization strategy can enable modern enterprises to obtain obvious competitive advantages and win the sustained and stable development of enterprises through brand internationalization. Beijing Tongrentang was founded in 1669 and has a history of 339 years. It is a famous brand of traditional Chinese medicine industry and the first brand of Chinese medicine industry in China. Tongrentang's medicine and diet is famous for its unique formula, excellent selection, exquisite workmanship and remarkable curative effect. It is not only popular with Chinese consumers, but also exported to more than 40 countries and regions, such as Japan, the United States, Canada and so on. In the process of internationalization, Tongrentang how to better enhance the brand image and brand value, become well-known, understand, trust, like and even favor and loyal advantages of brands and international brands, To improve Tongrentang products in the overseas market share, become a major issue to be studied. This paper combines the relevant theories at home and abroad with the history and present situation of Tongrentang in Beijing to think deeply about the internationalization of Tongrentang's brand. By analyzing the process of Beijing Tongrentang brand internationalization, this paper analyzes the strategy of Beijing Tongrentang brand internationalization market, and clarifies the growth path of Beijing Tongrentang brand internationalization. Through series analysis, put forward series thinking to Tongrentang brand internationalization.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.72
本文編號：2379912
[Abstract]:In recent years, with the enhancement of self-care consciousness of consumers all over the world, especially in Europe and the United States, people are more and more pursuing green food and pure natural products, while traditional Chinese medicine is better suited to the needs of people in the world. With the gradual liberalization of the restrictions on traditional Chinese medicine, the international plant medicine market is growing at an average rate of 30% per year, which provides an unprecedented historical opportunity for Chinese medicine enterprises to expand the international market. The development of global economic integration provides a favorable development platform for brand internationalization, and the establishment of international brand has become the goal of many modern excellent enterprises. If domestic enterprises want to develop, they must promote the internationalization of enterprises, especially the internationalization of brands. The implementation of brand internationalization strategy can enable modern enterprises to obtain obvious competitive advantages and win the sustained and stable development of enterprises through brand internationalization. Beijing Tongrentang was founded in 1669 and has a history of 339 years. It is a famous brand of traditional Chinese medicine industry and the first brand of Chinese medicine industry in China. Tongrentang's medicine and diet is famous for its unique formula, excellent selection, exquisite workmanship and remarkable curative effect. It is not only popular with Chinese consumers, but also exported to more than 40 countries and regions, such as Japan, the United States, Canada and so on. In the process of internationalization, Tongrentang how to better enhance the brand image and brand value, become well-known, understand, trust, like and even favor and loyal advantages of brands and international brands, To improve Tongrentang products in the overseas market share, become a major issue to be studied. This paper combines the relevant theories at home and abroad with the history and present situation of Tongrentang in Beijing to think deeply about the internationalization of Tongrentang's brand. By analyzing the process of Beijing Tongrentang brand internationalization, this paper analyzes the strategy of Beijing Tongrentang brand internationalization market, and clarifies the growth path of Beijing Tongrentang brand internationalization. Through series analysis, put forward series thinking to Tongrentang brand internationalization.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.72
【引證文獻】
相關碩士學位論文 前2條
1 王方;傳統(tǒng)企業(yè)品牌年輕化策略研究[D];河南科技大學;2011年
2 王麗娜;東盛集團藥品研發(fā)戰(zhàn)略研究[D];西北大學;2010年
，本文編號：2379912
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