The Brand Strategy Research On TCM Clinic In The New Era

TCM(Chinese Traditional Medicine)usually refers to the traditional medicine created by Chinese labor people since ancient times,and then constantly developed in each dynasty,TCM clinic(with multiple departments)is based on the theoretical system of traditional Chinese medicine.In recent years,with the guidance of national policy and the increasing recognition of traditional Chinese medicine worldwide,TCM clinic faces a golden opportunity,Shanghai Kuapai Network Technology Co.,Ltd.plans to enter this field and creates an influential brand.This paper aims to analyze the external environment and internal conditions of the development of TCM clinic in the new era,then research and develop the brand strategy of TCM clinic,in order to better promote the development of TCM clinic.This paper takes a variety of macro and micro analysis,and adopt the theory of brand positioning and brand innovation strategy as the main basis,points out the opportunities and challenges of TCM clinic in the new through the 3C analysis,research and develop the brand strategy of TCM clinic.Shanghai Kuapai Network Technology Co.,Ltd.according to the brand strategy of TCM clinic,draws up the brand development plans in three stages(the creation stage,the growing stage and the maturing stage),and then combines with the external environment and the internal situation,to develop a systematic measures to implement this TCM clinic brand strategy from different aspects as organizational structure,human resource strategy,brand and marketing strategy,etc..