Problems And Cuontermeasures Of Brand Communication In Chinese Pharmaceutical Enterprises

In today’s economic globalization, competition in all walks of life into the white hot state, in the fierce competition, the brand has become an important part of the corecompetitiveness of enterprises. Brand communication has become an important application strategy based on the growing prevalence of brand consumption and brand competition in the world. Because of the limited ability of innovation, leading to the existence of a large number of pharmaceutical industry homogeneous competition situation, making the competition in the pharmaceutical industry more intense. On the other hand, the pharmaceutical market regulation has been strengthened, frequent operation of the rules, the provinces have started a new round of bidding, medical reform into the deep water area. "Consistency evaluation", and a series of touch industry, the fundamental policy introduced to the pharmaceutical enterprises in our country is facing a crisis of overturn of the whole industry operation mode, the pattern of the entire industry may be facing major changes in, the brand has become core competence of pharmaceutical enterprises. How to shape the brand and enhance the brand value has become an important issue for our pharmaceutical enterprises to improve their competitiveness.This paper according to the brand, communication and marketing science point of view as the theoretical basis of the study, starts from the present situation of pharmaceutical enterprises in brand communication, through the literature analysis method and case analysis method to summarize current medicine business enterprise brand communication problems and solutions. Combined with the current new policy, new market and media environment, the new trend of the brand communication of Chinese pharmaceutical enterprises is concluded through the inference.Through the analysis of the current situation of brand communication, it is concluded that advertising communication, public relations and sales promotion are the main ways of brand communication. In the use of advertising, brand communication, the domestic pharmaceutical companies generally will be the use of advertising to shape the brand, advertising, excessive force. Because of excessive emphasis on advertising communication caused by the relative neglect of public relations and weakening of public relations, the spread of commercial form is too strong, failed to grasp the essence of the spread of public relations. To promote the spread of the promotion of the terminal, mainly to increase sales of enterprises in the short term, the contribution to the spread of the brand is not. Advertising and public relations is an important way of brand communication, the two are different in the purpose of brand communication, the contribution of the brand to the various strengths, are indispensable. The main role of the terminal communication is to establish the brand viscosity, cultivate brand loyalty, but also an important way of brand communication. Although the three aspects of communication channels and mechanism of action are different, but in the spread of the brand has an equally important position. With the deepening impact of the Internet on the pharmaceutical industry, the market environment and the media environment has undergone tremendous changes, the new concept of "healthy development" of the industry, accelerate the industry and cross industry cooperation, put forward new demands and challenges for the pharmaceutical enterprises in brand communication, brand communication, brand communication by the agglomeration of pharmaceutical enterprises to the precise brand development, market segmentation to the development of brand communication brand depth communication, sharing brand communication style will become one of the main strategies of China’s pharmaceutical enterprises brand spread across a range of resources, in the medicine industry 4 times, the brand communication of China’s pharmaceutical enterprises will shift to brand communication from the physical level of humanistic care the nature of the product level.