| 重塑大南药品牌的路径与方法 |
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| 引用本文： | 曾建国,向维,刘浩,杨得坡,卿志星,虞金宝,戴好富,史玉宝,黄瑞平. 重塑大南药品牌的路径与方法[J]. 中国现代中药, 2023, 25(8): 1782-1788 |
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| 作者姓名： | 曾建国 向维 刘浩 杨得坡 卿志星 虞金宝 戴好富 史玉宝 黄瑞平 |
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| 作者单位： | 1.湖南农业大学,湖南 长沙 410128;2.湖南省中药材产业协会,湖南 长沙 410000;3.湖南省中医药研究院,湖南 长沙 410013;4.中山大学,广东 广州 510275;5.香港浸会大学,香港 999077;6.江西省中医药研究院,江西 南昌 330046;7.海南省中药材产业协会,海南 海口 570100;8.广西中药材产业协会,广西 南宁 530023;9.广西壮族自治区药用植物园,广西 南宁 530023;10.福建省中药材产业协会,福建 福州 350003 |
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| 基金项目： | 财政部和农业农村部：国家现代农业产业技术体系资助项目;湖南省现代农业产业技术体系资助项目（湘财农指〔2022〕0067号）;以农产品为单元的广东省现代农业产业技术体系创新团队建设项目（2022KJ142） |
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| 摘 要： | 南药具有浓厚的历史传统文化积淀,但跨省品牌的影响力却逐渐减弱,通过组建湘赣粤港澳中医药全产业链协同发展联盟,协同重塑大区域南药品牌值得探索。结合品牌药材形成的相关要素,论述大南药的区划与品牌内涵,基于品牌重塑的基础、可及性和产业价值提出南药品牌重塑的路径与方法。
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| 关 键 词： | 南药 大南药 品牌 湘赣粤港澳联盟 |
| 收稿时间： | 2022-11-02 |
Path and Method of Remodeling Nanyao Brand |
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| ZENG Jian-guo,XIANG Wei,LIU Hao,YANG De-po,QING Zhi-xing,YU Jin-bao,DAI Hao-fu,SHI Yu-bao,HUANG Rui-ping. Path and Method of Remodeling Nanyao Brand[J]. Modern Chinese Medicine, 2023, 25(8): 1782-1788 |
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| Authors: | ZENG Jian-guo XIANG Wei LIU Hao YANG De-po QING Zhi-xing YU Jin-bao DAI Hao-fu SHI Yu-bao HUANG Rui-ping |
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| Affiliation: | 1.Hunan Agricultural University, Changsha 410128, China;2.Hunan Association of Chinese Medicinal Material Industry, Changsha 410000, China;3.Hunan Academy of Chinese Medicine, Changsha 410013, China;4.Sun Yat-sen University, Guangzhou 510275, China;5.Hong Kong Baptist University, Hong Kong 999077, China;6.Jiangxi Provincial Institute of Traditional Chinese Medicine, Nanchang 330046, China;7.Hainan Association of Chinese Medicinal Material Industry, Haikou 570100, China;8.Guangxi Association of Chinese Medicinal Material Industry, Nanning 530023, China;9.Guangxi Botanical Garden of Medicinal Plants, Nanning 530023, China;10.Fujian Association of Chinese Medicinal Material Industry, Fuzhou 350003, China |
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| Abstract: | Nanyao (southern Chinese medicinal materials) has a strong historical and traditional cultural heritage, but the influence of cross-provincial brand has gradually been weakened. It is worth exploring to reshape the large-scale Nanyao brand collaboratively through the establishment of the Hunan-Jiangxi-Guangdong-Hong Kong-Macao Alliance for Collaborative Development of Traditional Chinese Medicine Whole Industry Chain. Based on the related factors of the formation of branded Chinese medicinal materials, this paper discussed the division and brand connotation of the large-scale Nanyao and put forward the path and method for the brand remodeling of Nanyao based on the foundation, accessibility, and industrial value of brand remodeling. |
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| Keywords: | Nanyao large-scale Nanyao brand Hunan-Jiangxi-Guangdong-Hong Kong-Macao Alliance |
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