| 我国医药企业的品牌战略研究 |
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| 引用本文： | 郭莹,郭晶,杨亮,饶凯.我国医药企业的品牌战略研究[J].中国药房,2006,17(11):806-808. |
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| 作者姓名： | 郭莹 郭晶 杨亮 饶凯 |
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| 作者单位： | 1. 沈阳药科大学,沈阳市,110016
2. 贵州宏信药业职业技术学校,贵阳市,550025 |
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| 摘 要： | 目的:探讨我国医药企业在当前及未来市场竞争环境下品牌战略的选择与实施途径。方法:结合我国医药行业的实际情况,就目前我国医药企业缺乏有影响力的品牌的原因进行具体分析,并提出有针对性的建议。结果与结论:认识到品牌的重要性并加强品牌建设是我国医药企业在市场竞争中需要关注的问题,而塑造具有全国甚至国际竞争力的品牌则是我国医药企业未来发展的长久目标。
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| 关 键 词： | 医药企业 市场竞争 品牌 战略 |
| 文章编号： | 1001-0408(2006)11-0806-03 |
| 收稿时间： | 12 12 2005 12:00AM |
| 修稿时间： | 04 24 2006 12:00AM |
Brand Strategy of Chinese Pharmaceutical Industry |
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| GUO Ying,GUO Jing,YANG Liang,RAO Kai.Brand Strategy of Chinese Pharmaceutical Industry[J].China Pharmacy,2006,17(11):806-808. |
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| Authors: | GUO Ying GUO Jing YANG Liang RAO Kai |
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| Institution: | 1.Shenyang Pharmaceutical University, Shenyang 110016, China;2.Guizhou Hongxin Pharmaceutical Vocational- Technical School, Guiyang 550025, China |
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| Abstract: | OBJECTIVE:To discuss the choice and the route for the realization of brand strategy feasible to Chinese pharmaceutical industry(CPI)in the current and future competition environment.METHODS:Reasons for the lack of influential brands were analyzed based on the current practical situation of CPI,then some countermeasures were put forward.RESULTS&CONCLUSIONS:Knowing the importance of brands and strengthening brands construction are the key issues for CPI to consider in the market competition,however,establishing national or even international brands is the long-term target of the future development of CPI. |
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| Keywords: | Pharmaceutical industry Market competition Brand Strategy |
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