【摘要】： 阿膠產(chǎn)品作為補血的主導產(chǎn)品和消費者可以自行選擇的醫(yī)藥產(chǎn)品,消費者對其具有較高的認知度。當今阿膠市場的競爭已經(jīng)進入品牌競爭的階段,消費者越來越注重于阿膠品牌的選擇,產(chǎn)品品牌已經(jīng)成為企業(yè)最為重要的無形資產(chǎn)和競爭優(yōu)勢之一,誰具有優(yōu)良的品牌資產(chǎn),誰就能通過強大的品牌傳播體系和網(wǎng)絡在消費者心目中建立牢固的“品牌網(wǎng)絡”,贏得消費者和市場的青睞,最終實現(xiàn)企業(yè)的銷售目標,在激烈的市場競爭中取得領先優(yōu)勢。因此,研究阿膠品牌營銷具有較高的營銷傳播價值。 紅100品牌作為湖南華納大藥廠有限公司旗下的品牌之一,其產(chǎn)品主要是紅100阿膠顆粒,于2004年開始上市運作,在湖南市場具備一定的市場基礎,但隨著市場競爭的加劇,紅100產(chǎn)品銷售亟待向上突破,紅100品牌資產(chǎn)亟待提升。因此,研究企業(yè)如何通過目標市場的確定、針對目標客戶確定紅100品牌定位,并進一步采取有效的品牌營銷策略,加強紅100品牌建立和傳播,具有較高的研究價值和現(xiàn)實意義。 本文綜合運用品牌營銷的相關理論和方法,分析了紅100品牌營銷外部環(huán)境以及湖南華納大藥廠有限公司內(nèi)部環(huán)境,并通過問卷設計、市場調(diào)查,了解紅100品牌的知名度、美譽度、以及忠誠度現(xiàn)狀和其品牌營銷中存在的困難和不足,并進一步分析阿膠市場消費特征;在此基礎上,確定紅100的目標市場,結(jié)合產(chǎn)品特色明確紅100品牌定位,在品牌定位的指導下,最后提出了紅100品牌營銷策略。
[Abstract]:As the leading product of replenishing blood and the pharmaceutical product that consumers can choose, consumers have a high degree of recognition of it. Nowadays, the competition of A Jiao market has entered the stage of brand competition, consumers pay more and more attention to the choice of A Jiao brand, product brand has become one of the most important intangible assets and competitive advantages of enterprises, who has excellent brand assets, Who can establish a strong "brand network" in the eyes of consumers through a strong brand communication system and network, win the favor of consumers and the market, and finally achieve the sales objectives of enterprises, and obtain the leading advantage in the fierce market competition. Therefore, the study of Ajiao brand marketing has a high marketing communication value. Hong100 brand, as one of the brands of Hunan Warner Pharmaceutical Co., Ltd., its products are mainly red 100 gum particles, which began to go on the market in 2004 and have a certain market foundation in Hunan market, but with the intensification of market competition, Red 100 product sales need to be improved, red 100 brand equity needs to be improved. Therefore, it is of high research value and practical significance to study how to determine the positioning of Hong100 brand for the target customers, and to further adopt effective brand marketing strategy to strengthen the establishment and dissemination of Hong100 brand through the determination of the target market. Based on the related theories and methods of brand marketing, this paper analyzes the external environment of Hong100 brand marketing and the internal environment of Hunan Warner Pharmaceutical Co., Ltd., and understands the popularity of Hong100 brand through questionnaire design and market investigation. Reputation, as well as the current situation of loyalty and the difficulties and shortcomings in its brand marketing, and further analyze the consumption characteristics of Jiao market; On this basis, the target market of Red 100 is determined, and the brand positioning of Red 100 is defined according to the characteristics of the products. under the guidance of brand positioning, the marketing strategy of Red 100 brand is put forward.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.72

【引證文獻】

相關碩士學位論文 前1條

1 周禮;加盟連鎖企業(yè)的品牌價值提升研究[D];江南大學;2013年

，

本文編號：2484450