Research On Brand Extension Strategy Of F Pharmaceutical Group Co., Ltd

Brand extension is an important form of the scale of the enterprise,but also an important means to promote the diversity of enterprise products,through brand extension can enhance the comprehensive competitiveness of the enterprise market,enhance brand value.The use of successful brand research and development,production,promotion and sales functions similar or different new products,can effectively enhance the efficiency of new product marketing and promotion,reduce marketing and promotion costs.But there are also brand extension,brand image,brand dilution decreased risk,but not conducive to the development of enterprises,so that enterprises in the process of brand extension must make scientific in order to effectively control strategy,brand extension risk,and to promote the brand extension for the enterprise to achieve maximum benefit and improve the success of brand value and service.Through the research and practice analysis,China's enterprises in the process of brand extension,brand extension blindly believe that bring the benefit to the enterprise,while ignoring the risk management of brand extension,which will undoubtedly bring huge risks to the enterprise brand extension,and brand extension for scientific and reasonable strategy is very necessary.First of all,this paper carries out theoretical analysis,including brand extension research background,research significance,research content and enterprise strategic choice,which lays a solid theoretical foundation for this study.Secondly,it analyzes the development of China's pharmaceutical industry from a macro point of view,including the analysis of the macro environment and the analysis of the policy environment.Thirdly,the paper analyzes the current situation of F Pharmaceutical Group Co.,Ltd.,mainly deals with product analysis,production base,the advantages and disadvantages of the company,and explores the necessity of brand extension of the company.Finally,according to the theoretical analysis and the development of F Pharmaceutical Group Co.,Ltd.,the brand extension strategy is constructed and the measures to ensure the implementation of the strategy are put forward.It can provide reference for the risk control of brand extension of F Pharmaceutical Group Co.,Ltd.,and can also provide reference for other companies' brand extension risk control.