Research On Brand Operation Strategy Of Multinational Pharmaceutical Company AZ In China

After reform and opening-up,China is just at the high speed development of economy period.As the largest emerging market,amounts of multinational corporations choose to manage their business in China.Under the changeable market condition,the good management brand can not only increase the value of brand equity,but also improve the enterprise brand competitiveness,thus can bring the high excess profit for the enterprise for along time.As the intangible assets of enterprises,brand equity is key to their success,especially in the 21st century,brand has played a crucial role in enterprise management,theestablishment of brand equity which is beneficial for enterprises' lasting competiveness depends on the choice of consumers,.This paper takes AZ as the research object,AZ has managed its business in China since 2001.As one of the top ten pharmaceutical companies in the world,AZ has been engaged in the development of prescription drugs for a long stretch of time and achieved remarkable success in China.With the increasingly fierce market competition as well as the patent cliff,AZ which has little progress in new drugs development and been deeply influenced by the bribery has suffered serious difficulties and has to lay off employees in the whole world.On the basis of the related theories of and brand operations,this article analyzes the background of AZ's entry into the Chinese pharmaceutical market and its operations in China,besides,we also study the industry competition situation of AZ,and analyzes its advantages and disadvantages through SWOT analysis methods.Then,we can put forward some suggestions for AZ Company to enhance its brand equity and optimize its brand strategy:Identifying the company's brand positioning to lay the foundation for brand operations;choosing the appropriate means of communication to improve the customer's association with the brand;rational using of brand development strategies to improve brand awareness;improving brand management to establish high-quality brand assets.This article provides a reference for the development of AZ and the Chinese pharmaceutical industry through the research on the brand operation of AZ.