Research On Brand Marketing Strategy Of M Tibetan Medicine Bath

With the development of economy and the improvement of the living standard of the residents,People’s health consciousness has been greatly enhanced,especially after the outbreak of COVID-19.With the increasing needs of the people for general health,the new health concept of combining medical and nursing care with "preventing diseases" has been accepted by more people.At the social level,the public has reached a new stage in its concern for its own health,in its awareness of the treatment of diseases and in its investment in health;At the national level,as the construction of "healthy China" has been promoted as a national strategy,the country is attaching more importance to and supporting traditional medicine.As the most important external therapy among the four major traditional medicines in the world,Tibetan medicinal bath method was included in the "Representative List of World Intangible Cultural Heritage" by UNESCO in 2018 due to its harmonious coexistence between man and nature and effective practice for human health.Based on the theory of brand positioning and brand marketing,this paper takes the M Tibetan medicine bath project as the research object,and uses the method of questionnaire survey to retrieve 598 valid questionnaires,through statistical analysis,the cognition degree and preference of consumers to the Tibetan medicine bath project were understood,and the PEST analysis theory,Porter five forces model,STP analysis theory and 7P marketing theory were used to further analyze.Through the investigation and analysis,market segmentation,target market determination and brand positioning,thus proposed the M Tibetan Medicine Bath Project brand marketing strategy: In terms of product,takes the consumer most care effect as the foundation,design and develop product mix;In terms of price,customer-oriented pricing approach,different pricing model in different markets;In terms of place,operation channels and publicity and cooperation channels are combined;In terms of promotion,increase the intensity and breadth of publicity,especially online marketing;In terms of process,develop standard process according to customer requirements to enhance project replicability;In terms of physical evidence,from the brand publicity and thematic activities to create two aspects of the three systems;In terms of people,the implementation of technical personnel and management personnel plan.This paper provides some references for the study of Tibetan medicine bath and its market development,especially for the brand marketing.We will make the Tibetan medicine bath market more standard and mature,determined to create a well-known brand of Tibetan medicinal bath,and benefit more people from this "pearl on the plateau".