论我国制药企业品牌建设详解.docVIP

论我国制药企业品牌建设 目录 摘要 1 前言 3 第一章 我国制药企业品牌建设现状 4 1.1品牌及品牌管理建设的概念 4 1.2目前我国制药企业在品牌建设中主要存在的问题 5 第二章我国医药企业的品牌战略 8 2.1实施品牌经营的战略的必要性 8 2.2如何加强我国制药企业品牌建设 9 第三章品牌管理案例及实施建议 14 3.1案例分析 14 3.2对我国制药企业实施品牌战略的建议 16 3.3结语 17 参考文献 18  论我国制药企业品牌建设 摘要：随着中国加入WTO，国内市场，我国企业应增加危机感和紧迫感Pharmaceutical enterprises in China brand building Abstract：With Chinas accession to WTO, the domestic market becomes more open, more and more foreign pharmaceutical companies to enter the Chinese market. In the fierce competitive environment, pharmaceutical companies should increase our sense of crisis and urgency, how the brand of the drug companies to manage, in the fierce market environment in an invincible position, and has become the pharmaceutical business problems to be solved. Whether to seize the market or stick to the market, one of the best weapons are built on the companys brand, make the enterprise brand management. In this paper, pharmaceutical enterprises in China brand building to analyze the situation, on the basis of the analysis, of pharmaceutical companies make specific brand-building strategy and its implementation process and pay attention. By introducing some basic concepts and theories, with references, including industry studies scholars, and some data tables, analysis of the pharmaceutical companies come to reflect on the progress must be constantly reflect on their own in the brand management problem, efforts to solve the problem, in order to compete with international pharmaceutical companies, access to the conclusions of the pharmaceutical market. Keywords: Pharmaceutical companies; brand; building 前言 所谓品牌，它是基于企业发展的，涵盖企业宗旨理念、整体实力、创新能力、科技、管理、研发生产、营销的总范畴，体现着企业的综合竞争力。一个完整的品牌拥有四个维度：切实的性能和实惠；赋予客户独特的身份感和自豪感；让客户感受到隐秘情谊和情感暗示；为客户提供某种精神归宿。只有完整地拥有这四个维度的产品，才能真正具有号召力、降低客户对价格的单纯敏感，让客户形成路径依赖和成瘾性消费，最终实现持久忠诚的品牌。我国医药企业在品牌建设中存在着不少问题，影响着企业价值的发挥和市场地位的确定。因此，我们必须努力实施品牌战略，形成自 排名 公司 品牌价值 市值(单位：百万美元) 2010 2009 公司 国家 2010 2009 2010 2009 1 1 沃尔玛 美国 413，65 40，616 210，390 244，058 2 5 谷歌 美国 36，191 29，261