论我国制药企业品建设.docVIP

论我国制药企业品牌建设 目录 TOC \o 1-3 \h \z \u 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 PAGE 2 论我国制药企业品牌建设 摘要：随着中国加入WTO，国内市场越来越开放，越来越多的国外制药企业进入中国市场。在激烈的竞争环境下，我国制药企业应增加危机感和紧迫感，如何对本企业的药品品牌进行管理，在激烈的市场环境中立于不败之地，成为我国制药企业亟待解决的问题。不管是抢占市场还是固守市场，最好的武器之一都是建立本企业的品牌，做好本企业的品牌管理工作。本文就我国制药企业的的品牌建设的现状进行分析，在分析的基础上，提出具体的我国制药企业品牌建设策略以及其实施过程中的注意点。通过介绍一些基础概念和理论，结合参考文献，包括行业学者的研究结果，以及一些数据表格，分析得出我国的制药企业须在反省中进步，不断反省自己在品牌管理中存在的问题，努力解决问题，才能与国际制药企业相抗衡，获得药品市场的结论。 关键词：制药企业；品牌；建设 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