摘要“公司的发展在于其产品的推动，而决定公司价值及其市场则在于品牌。以产品来维系公司命运的时代已经不复存在。”今天，如此迅猛地发展使得产品已经不再是竞争的焦点，有效而富有推动力的司管理正致力于将普通的产品提升为品牌，因为正是品牌的市场地位而不是产品决定公司是否能够取得成功，品牌之争将成为未来的主战场。新互联网时代下消费者消费模式及消费思维都发生了变化，这对于包括医药行业、大健康产业来说，需要在品牌沟通的内容、方式、技巧等诸多层面同步进行重构。品牌传播的创建与管理也是对医药行业生态不断创新的过程。因此，结合时代特点与企业运营实际探讨企业品牌的创建与管理，对我国包括江中集团在内的企业品牌战略的实践具有重要的现实意义。关键词江中集团品牌创建品牌管理品牌战略1Abstract"Thedevelopmentofthecompanyliesinthepromotionofitsproducts,andthedecisionofthecompany'svalueanditsmarketliesinthebrand.Theeraofmaintainingthecompany'sdestinywithproductshasceasedtoexist."Today,suchrapiddevelopmentmakestheproductnolongercompetitive.Focus,effectiveandmotivateddivisionmanagementisworkingtopromoteordinaryproductstobrands,becauseitisthebrand'smarketpositionratherthantheproductdetermineswhetherthecompanycansucceed,thebrandbattlewillbecomethemainbattlefieldofthefuture.ConsumerconsumptionpatternsandconsumerthinkinghavechangedinthenewInternetera.Forthepharmaceuticalindustryandthebighealthindustry,itisnecessarytoreconstructthecontent,methods,andtechniquesofbrandcommunication.Thecreationandmanagementofbrandcommunicationisalsoaprocessofcontinuousinnovationintheecologyofthepharmaceuticalindustry.Therefore,combiningthecharacteristicsofthetimeswiththeactualoperationofenterprisestoexplorethecreationandmanagementofcorporatebrandshasimportantpracticalsignificanceforthepracticeofcorporatebrandstrategyincludingJiangzhongGroup.KEYWORD：JiangzhongGroupbrandcreationbrandmanagementbrandstrategy目录第一章绪论...................................................................................................1第一节研究背景及意义........................................................................12第二节国内外研究综述........................................................................1第三节研究内容及方法........................................................................2第二章概念界定及相关理论.......................................................................3第二节品牌............................................................................................3第二节品牌创建与管理........................................................................3第三节品牌定位理论............................................................................3第三章江中集团品牌建立与管理战略分析...............................................5第一节江中集团品牌概述....................................................................5第二节新时期原有品牌的巩固与管理................................................5第三节推陈出新，高效建立原创品牌................................................7第四章江中集团品牌建立与管理的启示...................................................9第二节进行准确的品牌定位................................................................9第二节确定品牌核心价值，赋予品牌个性........................................9第三节不断创新，做好品牌延伸......................................................10第四节注重品牌的有效传播..............................................................10第五章结语..........
