The Brand Management Strategy Research Of CHUEDN

With the improvement of people’s living standards, their consumption of nutrition and health care is increasing year by year. However, living in a era of rapid development of commercial,the cultural become more diversified, but consumer’s loyalty for nutraceutical products1are getting lower and lower. As an enterprise, study consumer psychology deeply and timely, research strategy to enhance the connotation and denotation of the brand System, effectively increase the adhesive strength and vitality of the brand is particularly important. In this paper, on the basis of the analysis of competition in the health care products industry and the brand management of Chinese health products industry, to explore a suitable corporate brand management methods of health care products to provide brand management theory guidance and a practical example for health care products companies in the fierce market competition at home and abroad to promote healthy competition and development of China’s health industry.This paper adopts a case study research methods,take an ecample of CHUEDN brands, to make research and analysis about positioning,,design,operate, promote,marketing,crisis management around the brand development, and compare the management strategy competing brands of the same industry like abroad Melatonin, Deluxe, To learn the successful experience of their management, and ultimately make some aspects of the views as following:firstly, broaden CHUEDN product positioning to clinical nutrition consumer groups, speed up the pace of entering the owner-occupied market; secondly, extend the product line to the functional food field and strengthen the depth of the spread of the brand by establishing a network of channels and organize series of clinical nutrition and health seminars and so on; thirdly, Strengthen training about brand management and the construction of brand consistency; fourthly, build a professional sales team to service for supermarkets, hospitals and pharmacies; lastly, create an rapid brand crisis response mechanism.