制药业品牌战略及实证地研究论文.docVIP

　　　　　　　　　　　　　　　　　　　　　　　　　　提　　　要 　　  制药行业是一个蕴涵着丰富价值的高潜力行业  它被誉为是  永不衰落的朝阳  行业  而且由于它与人类健康息息相关  它每次的新药诞生都会带来医疗界的治  疗观念革新  使成百万计的患者深深受益  因此它的丰厚利润和积极的社会责任吸  引了众多投资家和大众的注意  而由于制药行业的特殊性  使得制药企业的品牌战  略实施颇具特色  本文在阐释了品牌战略的理论基础上  重点研究了制药行业的品  牌战略情况  从品牌的产生  品牌价值的挖掘  到品牌战略的选择等等方面深入的  论述了制药行业品牌战略的问题  我国制药行业  化学制药业和生物制药业  起步较晚  在全球跨国药业纷纷  驻足中国药业市场的环境下  如何有效地实施品牌战略来增强我国制药企业的竞争  力就成为了一个广泛关注的问题  本文作者在一家制药企业市场部工作  较深入的  了解我国药业市场的营销环境  因此在详细地分析了我国制药企业的品牌战略发展  现状后  对其存在的问题进行了剖析  并尝试着提出了改进建议和解决对策  最后  以作者所工作的 AA 制药企业为例  综合地阐述了我国制药企业在与跨国药业集团  激烈的市场竞争中 如何选择适当的战略来建设自己的品牌 以提高市场占有份额 进而探寻一条我国制药业的品牌战略之路  关键词  制药业  品牌战略  1 Ａｂｓｔｒａｃｔ The pharmacy industry contains abundant potential value, so it is praised as the industry that will never decline. The pharmacy industry is closely linked with human health, and millions of patients will benefit from the invention of new medicine, which brings innovation to the doctors idea. The pharmacy industry attracts numerous investors and publics attention because of its generous profit and positive social responsibility. But, because the pharmacy industry is different from other industries, so the implementation of pharmacy enterprises brand strategy is different from others. The brand strategy of pharmacy enterprises is studied in the paper based on the theory of brand strategy. The brand strategy of pharmacy enterprises is discussed from the birth of the brand, the excavating of value of the brand, and the choice of the brand strategy. Chinas pharmacy industry (chemical pharmacy industry and biological pharmacy industry) started relatively late than other countries, so it is a pop topic how to implement the brand strategy to increase Chinas pharmacy enterprises competitiveness. The author of the paper is working in the market department of a pharmacy enterprise, so she deeper understands the marketing environment of C