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论文编号：	8080
作者编号：	2120132806
上传时间：	2015/12/16 15:03:45
中文题目：	中新药业集团中药老字号品牌整合 策略研究
英文题目：	Research of Time-honored Brand Integration Strategy of Tianjin Zhongxin Pharmaceutical Group
指导老师：	许晖
中文关键字：	品牌整合；品牌定位；品牌竞争力；品牌整合战略
英文关键字：	brand integration; brand positioning; brand competitiveness; brand integration strategy
中文摘要：	随着经济发展、人民群众生活水平日益提高。随着国家的中医药文化建设不断推进，群众对中医药及相关服务的需求也在不断的增长。社会越来越关注中医药独特的医疗保健模式。国家中医药管理局近日发布的公告就显示出，最近的十年是中医药发展关进的十年。在这十年中，中医药发展取得显著成就。我国目前已建立起来的中医诊疗体系和中医保健服务体系，对维护人民群众身体健康方面发挥了越来越重要的作用。随着国家将中医药纳入国家发展战略，中医药企业特别是传统重要老字号企业将在未来医药市场扮演着越来越重要的角色。但由于历史及各种原因，老字号中药企业在品牌战略发展上相对落后，尤其是国有中药老字号企业品牌管理层次低，缺乏对品牌系统协同性，因此必须从战略高度，通过品牌整合模式及策略，实现品牌系统的协同性，更好的打造和提升企业中药老字号品牌的竞争力。 本文首先对于营销及品牌整合的相关理论进行了回顾，为后面的实证研究奠定了理论基础。然后分析探讨了中新药业集团股份有限公司下属老字号中药企业：隆顺榕、达仁堂、乐仁堂的品牌历史文化背景特征，并以其品牌文化背景为基础，探讨品牌的定位与整合策略。 本文采用案例分析的方法，通过归纳总结，对案例对象进行了分析比较和总结，运用了品牌整合，品牌竞争力等理论，等结合中新药业集团股份有限公司三大老字号品牌，对老字号品牌整合过程中定位和整合策略进行了研究，并对通过定位与整合提升中药老字号品牌竞争力的保障进行了研究。该研究对其他典型医药老字号品牌企业也可以起到借鉴作用。
英文摘要：	With the development of economy, the living standard of the people has been improved. With the progress of traditional Chinese medicine culture in China, the public demand for Chinese medicine and related services is also increasing. The society is more and more concerning about the unique health care mode of Chinese medicine. State Administration of Traditional Chinese Medicine has released announcement recently which shows that the recent ten years is the key period for Chinese medicine development. In these ten years, the development of traditional Chinese medicine has made remarkable achievements. Our country has established the Chinese medicine diagnosis and treatment system and traditional Chinese medicine health service system, which has played an increasingly important role in safeguarding the people's health. With the incorporation of Chinese medicine and national development strategy, traditional Chinese medicine enterprises, especially the state owned enterprises with time-honored brand, will play more and more important role in future medicine market. However, due to historical and various reasons, the brand strategy development is relatively backward in traditional Chinese medicine enterprises, especially the level of brand management is low in state-owned Chinese traditional brand enterprise, lacking the brand system coordination. Therefore, the enterprises with time-honored brand must create and enhance the competitiveness from the strategic level through brand integration mode and strategy. This paper reviews marketing and brand integration theory at the beginning part, which lays the theoretical foundation to the empirical study. Then, the paper analyzes the historical culture background character of the brands—Longshunrong, Darentang and Lerentang, affiliating to Tianjin Zhongxin Pharmaceutical Group Co., Ltd. and discusses the brand positioning and integration strategy based on the culture background of these brands. This paper adopts case analysis method to make comparison and summary to the case object, applying the theory of brand integration and brand competitiveness and combining three time-honored brands of Zhongxin Pharmaceuticals to research the positioning and integrating strategy of time-honored brands. The paper studies the guarantee methods to increase the competitiveness of the time-honored brand of Chinese medicine through positioning and integrating. This research provides a reference to the typical pharmaceutical enterprises with time-honored brand.
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