| In recent years,my country has issued a series of policies to promote and promote the development of Chinese medicine.With the support and promotion of various policies,my country's Chinese medicine has achieved rapid development in all aspects.In order to promote and promote the development of Chinese medicine,China has successively issued "Chinese Medicine Health Service Development Plan(2015-2020)","Chinese Medicine Protection and Development Plan(2015-2020)","Chinese Medicine Development Strategic Planning Outline("2016-2030)" and other relevant planning documents,and with the promulgation of China's "Chinese Medicine Law",has laid the foundation for the development of China's traditional Chinese medicine.In the continuous development of Chinese medicine,the important big health industry has become the most important part of the development of Chinese medicine in my country,and it has also become one of the main ways in the implementation of my country's health strategy.As a subsidiary of LJ Group,LJ Company is mainly engaged in the production of traditional Chinese medicine.Specifically speaking,LJ Company is mainly engaged in the production and sale of Chinese herbal medicines,Chinese medicine health products and Chinese cosmetics.However,from the actual situation of the current development of the LJ company,due to the lack of brand meaning and non-standard brand construction in the development process of the company,the company's market competitiveness is insufficient,the brand value is not high,and an effective industrial chain cannot be formed.In the implementation of the strategy and the TCM health strategy,LJ needs to seize opportunities only,strengthen brand building,further enhance the company's brand value,and enhance the company's market competitiveness.In this paper,in the research of LJ's brand building,it uses many different methods to analyze and study the problems of LJ's brand building in the context of health.Specifically,the relevant theories and models are used in the analysis and research of LJ company brand building,and the various problems of company brand building are analyzed in combination with the actual situation of LJ company.In the analysis and research,in the analysis of the macro environment,the macro environment of the LJ company was analyzed and discussed from the four aspects of technology,politics,economy and society;in the analysis of the industry environment,from the infiltration of entrants and substitutes,Buyer bargaining power,supplier bargaining power four aspects of the analysis of the industry environment in which LJ company is located;using SWOT analysis method to conduct an in-depth discussion and analysis of the internal and external environment of LJ company;combined with the presence of LJ company in brand building The shortcomings and problems,according to the opportunities in the context of general health,put forward relevant countermeasures and suggestions to strengthen and strengthen the brand building of LJ company.Through the analysis and research of this article,it can be concluded that LJ Company has a series of problems and deficiencies in brand construction in the process of operation and development.The specific performance is that the brand strategy is not standardized,the positioning is not clear,the communication is not targeted,and the brand image is lacking.Problems and deficiencies in various aspects such as maintenance and the low brand awareness of all employees.In order to solve the shortcomings and problems of LJ company in brand building,this article draws on the SWOT analysis method to conclude that LJ company should adopt WO strategy in brand building,and needs to make full use of policy support advantages and accumulated brand awareness in brand building 3.Market opportunities to actively carry out brand building.Through the analysis and research of LJ company brand building related issues,it can promote and promote the development of LJ company and industry brand building to a certain extent. |
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