“互联网＋”背景下老字号品牌片仔癀营销策略研究内容摘要中医药产业成为近些年来的新的投资热点，其拥有十分广阔的市场发展前景，并且医药行业在在互联网的加持下，迎来了千载难逢的发展时机。面对蓬勃发展的医药产品市场，老字号品牌片仔癀公司提出“一核两翼”发展战略，积极地向医药产业进军，致力于打造行业领导品牌。但是伴随着竞争环境和互联网环境下市场的快速变化，该公司传统的营销策略已经无法满足日益增长的需求，优化公司营销策略已变得十分迫切。本文以片仔癀公司营销策略作为研究对象，以案例分析为研究方法，通过“互联网＋”背景下分析片仔癀公司的营销现状，进而探讨目前“互联网＋”背景下公司在营销策略中所存在的问题，并给出加大产品品牌延伸力度、降低原材料成本价格，优化定价方式、增设农村地区销售策略、优化广告宣传模式等建议。这些建议能为优化公司战略发展目标以及对同行业企业优化营销策略提供一定的方向。关键词：互联网，片仔癀，品牌营销，营销策略TheMarketingStrategyofPienTzeHuangundertheBackgroundof"internetplus"AbstractTCMindustryhasbecomeanewinvestmenthotspotinrecentyears,andithasaverybroadmarketdevelopmentprospect,andthepharmaceuticalindustry,withthesupportoftheInternet,hasusheredinagoldendevelopmentopportunity.Inthefaceoftheboomingpharmaceuticalproductsmarket,thetime-honoredbrandPienTzeHuangCompanyputforwardthedevelopmentstrategyof"onecoreandtwowings",activelyenteredintothepharmaceuticalindustry,andiscommittedtobuildingaleadingbrandintheindustry.However,withtherapidchangesofthemarketinthecompetitiveenvironmentandtheInternetenvironment,thecompany'straditionalmarketingstrategyhasbeenunabletomeetthegrowingdemand,andithasbecomeveryurgenttooptimizethecompany'smarketingstrategy.ThispapertopieceseedHuangcompanymarketingstrategyastheresearchobject,withthecaseanalysisastheresearchmethod,throughthe"Internet+"underthebackgroundofanalysispieceseedHuangcompanymarketingsituation,andthendiscussesthecurrent"Internet+"underthebackgroundoftheproblemsinthemarketingstrategy,andincreasetheproductbrandextension,reducethecostofrawmaterialsprice,optimizethepricingmode,addruralsalesstrategy,optimizetheadvertisingmode,etc.Thesesuggestionscanprovideacertaindirectiontooptimizethecompany'sstrategicdevelopmentgoalsandoptimizethemarketingstrategyforenterprisesinthesameindustry.Keywords:Internet,PienTzeHuang,brandmarketing,marketingstrategy目录内容摘要...........................................IIAbstract.............................................III一、绪论...............................................1（一）研究背景......................................1（二）研究意义......................................2（三）研究内容......................................2（四）研究方法......................................3（五）研究思路......................................3（六）创新点........................................3二、文献综述...........................................4（一）国外研究现状..................................4（二）国内研究现状..................................4（三）文献评述......................................5三、互联网背景下老字号品牌片仔癀营销案例分析...........6（一）研究方法选择..................................6（二）研究对象选择..................................6（三）片仔癀公司营销现状分析........................7四、互联网背景下老字号品牌片仔癀营销策略存在问题......12（一）品牌定位模糊.................................12（二）广告投放不足.................................13（三）忽视农村医药市场................
