健康元品牌整合战略问题与对策研究.pdf

健康元品牌整合战略 问题与对策研究 摘要 在知识经济已经兴起，经济全球化趋势不断加快的新形势下，品 牌战略日益受到中国企业的重视。但是，如何创建强势品牌，从而获 得竞争优势却成了摆在他们面前的一道难题。尤其对于中小企业而 言，更是如此。我国的许多中小企业还没有树立品牌观念，没有把品 牌的创建作为企业经营的中心任务，这样难免造成市场竞争力弱，产 品生命周期短暂的局面，因此研究品牌创建策略对我国中小企业的发 展具有重要的意义。 本文主要针对健康元药业集团在实施品牌战略过程中所采取的策 略进行研究，力图为面临品牌创建困境的企业提供有益的借鉴。本文 以现行品牌理论和相关的战略理论、营销理论为指导，从分析我国保 健品行业的市场现状和竞争态势入手，深入分析健康元药业集团在品 牌整合战略过程中面临的机遇和挑战，结合该集团的实际，对其面临 的考验提出了解决方案。 关键词：品牌战略 品牌整合 品牌延伸 - I - Abstract In a knowledge-based economy has been rising trend of economic globalization is accelerating under the new situation, the brand strategy of Chinese enterprises have become an increasing importance. However, how to create a strong brand, thus gain a competitive advantage has become a pendulum in front of them a problem. Especially for SMEs. Many of Chinas SMEs have not yet establish the brand concept, not to create a brand of business as the central task of this inevitably caused by weak market competition, product life-cycle of short-term situation, the study of Chinas brand building strategy for the development of SMEs Important significance. This article mainly for Join-care Pharmaceutical Group in the implementation of brand strategy in the course of the strategy adopted by the study, in a bid to create a brand for the predicament facing the enterprises to provide useful lessons. Based on the existing brand theory and related strategic theory, marketing theory as a guide, from the analysis of the health products industry and competitive dynamics