制藥業(yè)品牌戰(zhàn)略及實證研究.pdf

1、對外經(jīng)濟貿(mào)易大學碩士學位論文制藥業(yè)品牌戰(zhàn)略及實證研究姓名：魚晗申請學位級別：碩士專業(yè)：工商管理指導教師：林漢川200504012A b s t r a c tThe pharmacy industry contains abundant potential value, so it is praised as theindustry that will never decline. The pharmacy industry is cl

2、osely linked with humanhealth, and millions of patients will benefit from the invention of new medicine, whichbrings innovation to the doctors' idea. The pharmacy industry attracts numerous investorsand p

3、ublics' attention because of its generous profit and positive social responsibility. But,because the pharmacy industry is different from other industries, so the implementationof pharmacy enterprises'

4、brand strategy is different from others. The brand strategy ofpharmacy enterprises is studied in the paper based on the theory of brand strategy. Thebrand strategy of pharmacy enterprises is discussed from t

5、he birth of the brand, theexcavating of value of the brand, and the choice of the brand strategy.China's pharmacy industry (chemical pharmacy industry and biological pharmacyindustry) started relatively

6、 late than other countries, so it is a pop topic how to implementthe brand strategy to increase China's pharmacy enterprises' competitiveness. The authorof the paper is working in the

7、 market department of a pharmacy enterprise, so she deeperunderstands the marketing environment of China's pharmacy industry. After the analysisof status quo of China's pharmacy enterprises' b

8、rand strategy, the existing problem isanalyzed in detail and some suggestion is offered. In the end of the paper, AA Company,the author is working for, is taken as an example. The purpose is to give sugges

9、tion toChina's pharmacy enterprises. The suggestion will help them to choose a proper brandstrategy to increase there market share, and seek the way of China's pharmacy industry'sbrand strategy.