The Research On The Brand Promotion Of TUL

TUL always pursued for the "make life more valuable," put the interests of consumers as the most important mission, adhere to the "friendly, responsible, diligent and efficient" as their business purposes, regard" love China, serve it"as corporate philosophy and put"provide excellent service, train talented people, be a model pharmaceutical companiy "as the goal to achieve the long-term prosperity and development of corporate brand.Although TUL have been trying to work harder with the branding, as a family business, the implementation of its branding strategy has been restricted by some constrains. At the same time,there are so many other obstacles,such as the shortage of resources, the higher raw materials prices, the political restrictions for the price of drugs, and the higher transportation costs, combined with smaller differences between similar products,and price competition profitability decreased significantly.These factors on TUL hinder the development of the branding. Because of the impact of these factors mentioned above, TUL sales profits dropped significantly. With domestic and foreign pharmaceutical companies compete dramatically,TUL is aware of the lackness of its brand strategy,and the brand image upgrade is desperately needed.Brand image is a combination of the basic impression and fundamental view of the consumer to this brand, the uniqueness of brand is the key that why the brand has consistent power for competition or "unique theme for sell", and provide a sufficient reason to consumers that why they should buy the products of a specific brand". Because the brand image associated with the brand association, which will directly affect consumers’ attitudes and behavior to the brand. So,it can conduded that Upgrading the brand image may have a direct connection to the consumers’ brand loyalty.In order to prove the hypothesis, the relationship of the cognition of brand image,the loyalty for the brand emotion and behavior is built with structural equation model.What’s more, prove it with7.0. The result of the study shows that, improving the cognition of consumer to the brand image of TUL can help the company not only to get out of the restraint from disadvantageous of macroscopic environment, but also to win from the intensive competition to get better sales volume.In order to give an effective strategy to update the brand image, evaluation in this paper consists of five parts:strategy, continuity, community, relationships, and command. For better evaluation, senior staff were asked to be the sample.These staff work in the company at least five years, they not only have a clear understanding of TUL status about the pharmaceutical brand management, but also the major competitors’pharmaceutical brand management situation. They were asked to complete the questionnaire independently.There are30selected samples. And the response rate was100%.Evaluation results show that the primary advantages in three aspects.There are two levels of TUL in "general advantage" position (strategic and coherent).it suggests that TUL have advantages in the brand image building. But we still can not ignore the "community" in the brand image building being in a weak position.Based on the above analysis, this article gives advice from five levels of strategic to update the brand image from five aspects:strategic, coherent, community, relationships, and command. This paper argues that TUL brand image is the key to success to develop effective brand strategies on maintain good consistency, community relations and harm But building the brand image of Pharmaceuticals industry is very delicate work, it rely more on channel distributor, the hospital pharmaceutic buyers, and the brand perception of final consumer.This paper not only builds the relationship model on brand image, brand emotional loyalty, and brand behavior loyalty, but also from the status of TUL on the pharmaceutical brand management to evaluate the brand image with reasonable assessment tool. Finally,it proposes a reasonable strategy to upgrade the company’s brand image based on industry status and situation of the company.Therefore, the paper has a certain theoretical implication and practical implication.