Research On Brand Strategy Of Nanjing Zhongke Health Products

From the perspective of the scale of China’s health care products industry, the vast majority of small and medium-sized enterprises, accounts for about80%, and very few large-scale enterprises., combined with the weak research basis, in scientific research, this causes the variety, the phenomenon of the structural imbalance of health care products in our country, health care products of special product life cycle is short, survival ability is very poor, also appeared a lot of low level repeated phenomenon, at the same time, false advertising, fake and inferior products are in the market, many enterprise managers attracted by the health food industry high returns, partial product marketing and advertising, on the improvement of the enterprise internal environment is ignored, also don’t pay attention to the improvement of product quality, resulting in China’s health care products companies in the development of brand has a lot of problems. In addition, the international economic integration makes many foreign health care products company in our country, these enterprises with advanced management experience and technical advantages, combined with also pay attention to the brand marketing of products, the domestic health care products companies formed a strong competitive threat, domestic health care products companies eager to for effective brand strategy, improve brand image, so as to obtain a competitive advantage. Nanjing Zhongke as a member of the health care products companies in China, there are these problems, therefore, with the Zhongke in Nanjing as an example to study of its brand strategy, the related theory to enrich the brand strategy, brand image, improve healthcare companies to improve competitiveness has a strong theoretical and practical significance.By applying related theory of brand strategy, this paper analyzes on the advantages of the brand development of the division in Nanjing, weaknesses, opportunities and threats, and set effective for Nanjing Zhongke of product development goals and strategies, and finally to the implementation of brand strategy of the Zhongke in Nanjing effective protection measures are put forward. Through research, the author thinks that, the Zhongke in Nanjing is an urgent need to establish consciousness of brand strategy, brand marketing strategy development. Can be seen at the same time, through the SWOT analysis of Nanjing Zhongke has unique technology, scientific research and talent advantages, need in product positioning, design, promotion and marketing of positive brand, realize the brand advantage. Therefore, the enterprise products into of the influence of national well-known brand should be pursued by the enterprises in the construction of brand of the Zhongke in Nanjing overall goal. In addition, the Zhongke in Nanjing enterprise must focus on the advantages of resources and power to build products with distinct features, through the brand promotion of the products, the brands collective turned into health care products industry advantage of brand, and constantly with the help of product brand leverage, drive the sales of other products. Finally, the implementation of brand strategy to coordinate and cooperate the enterprise all aspects of resources, therefore, the Zhongke in Nanjing to realize product brand strategy effectively, need to enterprises in the capital, personnel, management, and cultural aspects of support. Believe that with people’s increasingly attention to health, the Nanjing Zhongke will continue to seize the opportunity, will become bigger and stronger brand.