成都理工大学工程技术学院毕业论文健康元品牌整合战略问题与对策研究作者姓名：郭悦婷专业名称：工商管理成都理工大学工程技术学院毕业论文成都理工大学工程技术学院毕业论文健康元品牌整合战略问题与对策研究摘要在知识经济已经兴起，经济全球化趋势不断加快的新形势下，品牌战略日益受到中国企业的重视。但是，如何创建强势品牌，从而获得竞争优势却成了摆在他们面前的一道难题。尤其对于中小企业而言更是如此。我国的许多中小企业还没有树立品牌观念，没有把品牌的创建作为企业经营的中心任务，这样难免造成市场竞争力弱，产品生命周期短暂的局面，因此研究品牌创建策略对我国中小企业的发展具有重要的意义。本文主要针对健康元药业集团在实施品牌战略过程中所采取的策略进行研究，力图为面临品牌创建困境的企业提供有益的借鉴。本文以现行品牌理论和相关的战略理论、营销理论为指导，从分析我国保健品行业的市场现状和竞争态势入手，深入分析健康元药业集团在品牌整合战略过程中面临的机遇和挑战，结合该集团的实际，对其面临的考验提出了解决方案。关键词：品牌战略品牌整合品牌延伸-I-健康元品牌整合战略问题与对策研究AbstractInaknowledge-basedeconomyhasbeenrisingtrendofeconomicglobalizationisacceleratingunderthenewsituation,thebrandstrategyofChineseenterpriseshavebecomeanincreasingimportance.However,howtocreateastrongbrand,thusgainacompetitiveadvantagehasbecomeapenduluminfrontofthemaproblem.EspeciallyforSMEs.ManyofChina'sSMEshavenotyetestablishthebrandconcept,nottocreateabrandofbusinessasthecentraltaskofthisinevitablycausedbyweakmarketcompetition,productlife-cycleofshort-termsituation,thestudyofChina'sbrandbuildingstrategyforthedevelopmentofSMEsImportantsignificance.ThisarticlemainlyforJoin-carePharmaceuticalGroupintheimplementationofbrandstrategyinthecourseofthestrategyadoptedbythestudy,inabidtocreateabrandforthepredicamentfacingtheenterprisestoprovideusefullessons.Basedontheexistingbrandtheoryandrelatedstrategictheory,marketingtheoryasaguide,fromtheanalysisofthehealthproductsindustryandcompetitivedynamicsofthemarketstartingwiththestatus,in-depthanalysisofJoin-carePharmaceuticalGroupbrandintegrationstrategyintheprocessoffacingthechallengesandopportunitiesofTheGroupoftherealityfacingthetestoftheirproposedsolutionsKeywords:Brandstrategy,Integratebrand,Brandextendeffect-II-健康元品牌整合战略问题与对策研究目录摘要............................................................................................................IAbstract...................................................................................................II目录..........................................................................................................III1导论........................................................................................................11.1选题背景......................................................................................11.2论文的主要内容及结构安排......................................................11.3研究意义......................................................................................22健康元集团发展历程............................................................................32.1集团发展介绍..............................................................................32.1.1健康元旗下的产品.................................................................42.1.2健康元的市场占有率.............................................................42.2经营模式发展历程...............................................................
