中国医药产品的品牌定位策略（Brand positioning strategy of Chinese pharmaceutical products）.doc

中国医药产品的品牌定位策略（Brand positioning strategy of Chinese pharmaceutical products） Faced with a wide range of pharmaceutical products, Chinese consumers are often difficult to make an accurate distinction. Chinese consumers only use some health care products and medicines in the past, so they still use it now. This behavior is a simple, repetitive purchase. Todays pharmaceutical enterprises are facing a growing market segmentation, because consumer spending is increasingly personalized characteristics. Therefore, any pharmaceutical enterprise must select a specific consumer group as its own interest market, which leads to the problem of drug brand positioning. Brand positioning of pharmaceutical products The brand positioning of pharmaceutical products refers to the process and result of establishing or reshaping a brand image related to the target market. The future of Chinas pharmaceutical market structure is divided by the pharmaceutical product brand, and the positioning target of the pharmaceutical enterprise needs to be determined by the value of the brand to coincide with the consumers purchasing motivation. Pharmaceutical companies need to pass the brand of pharmaceutical products to the target consumer group to convey what they want to know, so that the value characteristics and publicity points of the product brand are consistent with the key purchasing motivation of the customers. The brand represents the relationship between the drug and the consumer. Brand drugs not only reflect the characteristic of drugs or function, more important is to give the drug a comparative advantage of the connotation, permeated with certain emotions, thus resonating with consumers, to achieve communication with the consumers, eventually become trusted in the minds of consumers. When consumers choose drug brands, they are concerned with not only the characteristics of a single drug brand, but also the characteristics of a drug brand. In general, the drug brand has a rational and em