Research On Heritage And Innovation Of Traditional Chinese Medicine Enterprises Based On The Brand Strategy

The Chinese time-honored brands have deep culture inside information,is the primary carrier of Chinese civilization.Finalists at the same time also have huge value and economic value,history of civilization is a critical component of the Chinese brand economy.Currently many old Chinese enterprises lack understanding of brand strategy,brand building investment is also inadequate.Now,except for a few time-honored brands still remain vigorous,most already have gone on the market or struggle in the market.Relying on the unremitting struggle of traditional Chinese medicine is the old predecessors,the efforts of several generations and intelligent property accumulation of civilization,is a bright pearl in the history of Chinese civilization.Chinese old brand is the only significant precipitation a symbol of China's national industry and commerce in 100,with impressive ethnic characteristics,history has become a precious intangible heritage in today's society and culture.Summarized the development process of the old Chinese medicine enterprises,help to spur the growth of the old industry,help to strong Chinese culture.This paper mainly adopts literature research,case method and deductive induction,on the basis of predecessors' study,analysis of the theory of brand and brand strategy.This paper to determine the old medicine enterprise in China as the research object,from the perspective of brand strategy,brand,inheritance and innovation of traditional Chinese medicine are discussed.This paper discusses the choice old enterprises as the research object in the background of traditional Chinese medicine,analyzes the significance of research,this paper expounds the research train of thought and framework.Is important component of ancient Chinese medicine of traditional Chinese medicine,explore the finalists the inheritance and development of pharmaceutical enterprises,and to keep the national pharmaceutical enterprises in our country in the international market position and competitive strength is of great strategic significance.Then carry out literature review to old seven criteria prescribed by the ministry of commerce of China,emphasis on the meaning of the Chinese time-honored brands;Introduce brand strategy related theory at home and abroad.Brand strategy is the company will brand as a central competitive ability,to achieve different interests and value of the company business strategy;Brand strategy should be on the premise of analysis of enterprise itself and the combination of external environmental factors,to work out action plan of the whole enterprise,brand construction,utilization and innovation of centered.Finally,the case analysis,through the description of Beijing tongrentang pharmaceutical companies and the latest development of Wuhan mayinglong pharmaceutical group company,analyses its brand management strategy,in combination with the practical situation of the brand management,put forward old enterprise how to carry out the brand of inheritance and innovation of traditional Chinese medicine.Old brand heritage strategy embodied in:keep old brand management characteristic,take the path of professional development;Medicine with pavilion,with business model brand advantage;Attaches great importance to the inheritance of traditional experience;To strengthen the protection of brand trademark registration;The road of internationalization of brand expansion.Old brand innovation strategy embodied in:adhere to the traditional management kernel,implement management innovation;Set up and improve the brand management agencies;Integrated brand communication,update the brand image;Will the brand innovationthroughout the business activities.