The Basis And Train Of Thoughts About Building Brand In Huaxing Medical Co.,LTD

With the continuous improvement of people's standard of living and lifestyle changes, people "treasure health concerned about the quality of life, "the growing awareness that people have gradually become"Ill go to the hospital, a small shop on disease"."Self-diagnosis and self-medication"conforms to the requirements of the times and become a new consumption patterns. As medicine is a special consumer, the use of the safety of human life, its production, sale, use all aspects of the stringent requirements. In the transition from a planned economy to the market economy system into the process, many problems still exist in Chinese pharmaceutical market. If drug prices unrealistically high, the spread of false advertising, the market is flooded with counterfeit and inferior pharmaceuticals such phenomena. Our government has been increasing its efforts to control and regulate the pharmaceutical market, but still a process.At present, Chinese pharmaceutical industry was highly competitive, because of the weak development efforts, production of pharmaceuticals homogenization very serious. With a drug were dozens or even hundreds of types of commodities. In the pharmaceutical market, the hospital still dominates, but with the management approach to the classification of drugs introduced, The implementation of the policy at today's price bidding and purchasing drugs, prescription drugs, in many respects, had been restricted, rather than nonprescription drugs (OTC) market becomes even more active. More and more pharmaceutical companies are paying more attention to this market. OTC open up a new retail market has become a strategic choice. In the OTC market, the brand has become the focal point of competition for brand management as a key element in winning malls. Who carried out through the OTC market, Brand Marketing and build strong brands, and who in the future market competition structure in an advantageous position.Huaxing company's products including two types of medicine, nonprescription drug and prescription drug, mainly in nonprescription drug. Huaxing medicine production is mainly due to the predecessor of the main drug for the skin type, but sales are quite good. Therefore, companies wishing to just outside the categories listed near the skin caused by Qingfuning brand drugs. Based Huaxing company, in accordance with the process of brand marketing, brand positioning, brand promotion and brand maintenance, brand innovation perspective of several non-prescription drugs in the field and an how to build a brand pharmaceutical brand building thinking.Brand marketing is a process of understanding the needs of consumers, based on their business ideas through specific products, services and enterprises to create brand image, brand and marketing activities will be in the process of transmitting information to consumers.Four specific areas are as follows :Brand Positioning: Brand positioning to differentiate themselves with competitors to form brand recognition; Mean-while, the psychological needs of the customer can touch, a customer can buy the product or products reasons. Generally speaking, the effectiveness of pharmaceutical products to appeal primarily through brand positioning completed, Huaxing medicine production as a drug for skin Qingfuning, mainly for the treatment of eczema, dermatitis, and non-hormone drugs. Although hormone drug for less than itching speed quickly, but after repeated use no pigmentation, This can be considered as a demand point., the naming of the packaging is also very important. Drugs brand is the brand name pharmaceutical composition can be used for the dissemination of written expression in the exchange and use of language, Brand recognition is the most important factor. OTC Drugs "packaging is more import than quality" so that people understand the products through packaging and name, specifications, efficiency, In particular, the product brand and logo, but also facilitate consumer confidence to choose, purchase, direct guidance of scientific medicine for the sale of pharmaceutical products. In addition to the physical packaging of course, the more important it is the concept of packaging and theory packaging.Brand Promotion: Brand promotion activities will generate goodwill among consumers and rich connotations and enhance consumer confidence in the brand. The rapid expansion of well-known brand, and brand names to buy a certain extent is the driving force. Brand communication activities to be effective, you must use the Integrated Marketing Communication. It refers to the marketing of goals, integrate and use a variety of means to reach consumers with brand communication mode of transmission of information. Enterprises can be a doctor's prescription promotion, advertising media, advertising their stores, display counters and staff recommendation to be integrated into an effective relationship with customers. In addition, attention should also be paid to the use of advertising and sales promotion strategy. Advertising strategies to accurately place, targeted not input as possible, and to demand the attention of the combination of emotion and reason. Sales promotion, pharmaceutical manufacturers often set up a professional OTC sales team to carry out marketing and brand building. The entire process and the marketing of products lead to the completion of sales terminals. OTC drugs terminal sales, only really do terminal sales, truly open channel, Otherwise, the input of resources will be greatly undermined.Brand Maintenance: Enterprises should focus on brand marketing and management to maintain brand, the operation can not be divorced from the care brand strategy, or else Brand would not be able to survive. Only to do good services , and truly to meet consumer needs and demands, and the deep emotions and feelings of consumers. Brand will grow in a healthy manner. Competition in the future, who can provide a unique and perfect products and services, who can cultivate a strong dividend vitality brands, and who won terminals and customer loyalty, who is the victor in the next OTC. It is hard to create their own brands and to protect, and the fact that guard against counterfeiting. The same time it is necessary to establish a special agency for brand management.Brand Innovation: If the lack of innovation, sustained development of the brand will lose its vitality. In a knowledge-based economy today, the moment in the entire market changes, in the situation, Consumer demand is also changing; Endless influx of new products to market, in the current stage of their life cycle also continue to evolve. So brands must make timely adjustments based on changes in the market, Brand always has the vitality of the market. Any idea of changing the static positioning brand will lose its vitality, and was eventually eliminated by the market. In this paper, in the process of creating brand ,some advices were provided for enterprises. Firstly, the choice for the brand model, each model element, the question is not whether or not good or bad. According to the actual situation of the enterprises themselves to choose .Secondly, the number of name brands to avoid misunderstanding: Not distinctive brand personality; Brand promise better; Widen the better brand positioning.; Change the core values of Brand; Creative advertising is the name brands; Brand advertising is on the fight. In the prescription drug market, as some reasons known to all, making brand is not as obvious as in the non-prescription drug market. But also spurring sales of prescription drugs have a role.