联系我们

论文查询结果	返回搜索

论文编号：	8225
作者编号：	2120142575
上传时间：	2016/6/3 17:06:43
中文题目：	天士力制药公司中药品牌营销策略研究
英文题目：	Research on the brand marketing strategy of Tasly
指导老师：	韩德昌
中文关键字：	中药现代化；天士力；品牌营销
英文关键字：	modernization of traditional Chinese medicine；Tasly；brand marketing
中文摘要：	中药产业是我国具有悠久历史的特色产业，近年来随着国民经济的发展，国家对中药产业愈加重视，制定了一系列措施大力推动中药产业的发展，中药产业在国民经济中的比重不断攀升。然而从整体来看，中药产业依然存在着企业规模偏小，行业集中度较低的情况，企业面临较大的竞争，企业要想在激烈的竞争中更好地生存和发展，就必须制定符合自身条件的营销策略，建立品牌竞争优势。伴随着科技的进步，知识经济时代已经来临，传统的市场营销模式已不适应现在的市场需求。因此企业必须从市场需求出发，根据自身条件制定合理的营销策略，并将品牌建设与科技创新有机结合起来，增强企业的品牌竞争力。 本文通过对国内的市场营销理论的回顾，如品牌、4P营销策略、口碑营销等，分析天士力制药公司所面临的宏观环境、行业竞争环境，基于SWOT模型分析天士力制药公司的核心竞争力，对天士力制药公司的目标市场与品牌定位进行深入分析，研究天士力制药公司品牌营销策略的制定以及营销体系的搭建，尤其是其根据自身条件进行市场营销理论与策略的创新，并将科技创新与自身品牌建设结合起来的营销策略，以期对中药产业的相关企业如何针对不同的竞争环境制定营销战略提供建设性的意见。
英文摘要：	The traditional Chinese medicine industry has a long history and is a special industry in China. In recent years, with the development of the national economy, the state of Chinese medicine industry is more and more important for it. At the same time, the government has formulated a series of policies to vigorously promote the development of Chinese medicine industry and the proportion of Chinese medicine industry in the national economy is rising year by year. However, Chinese medicine industry are still amll- scale enterprisese and the industry concentration is low. So the enterprises are facing stiff competition. If the company want to survive and develop better, it has to establish its own brand competitive advantage and formulate the homologous market strategy. With the progress of science and technology, the knowledge economy era comes. And the traditional marketing model has not adapted to the current market demand. So the companies have to make their marketing strategy more reasonable to adapt the current marketing demand according their own conditions. And its necessary to combine their own brand with the innovations of science and technology. The paper reviews on the domestic market , such as brand marketing theory, 4P marketing strategy and word-of-mouth mraketing. To analyse the macro environment and industry competition environment of Tasly pharmaceutical company. The paper analyses the core competitiveness of Tasly pharmaceutical company based by SWOT model and the target market and brand positioning of it, the processes of formulating the brand marketing strategy and marketing system, especially Tasly combine the innovation of science and technology with their own brand building. In order to related enterprises on the traditional Chinese medicine industry how to establish their brand according to the marketing competition environment.
查看全文：	预览  下载(下载需要进行登录)