摘要
为探索同仁堂(TRT)安宫牛黄丸(AGNHW)如何在复杂市场竞争情况下塑造品牌形象,扩大市场份额的营销策略。我们分析了TRT-AGNHW在产品定位、价格、渠道和销售所面临的问题,提出"一品一策"的营销策略,即一个品种一个单独政策,针对问题提出了TRT-AGNHW在产品定位、价格、渠道和销售方面的措施,以期为TRT-AGNHW市场挖潜、品牌推广奠定基础。
In order to explore how to create brand image of TRT-AGNHW and expand market share of the marketing strategy in complex market competition,we analyzed the problems faced by TRT-AGNHW in product positioning,price,channel and sales,and put forward a marketing strategy of"one product,one strategy",namely a variety of individual policies,and propose sales measures of product positioning,price and channel of TRT-AGNHW to lay the foundation for TRT-AGNHW market tapping and brand promotion.
作者
蓝永锋
邢玲
魏明
赵珍东
LAN Yongfeng;XING Ling;WEI Ming;ZHAO Zhendong(Beijing Tongrentang Guangzhou Pharmaceutical Industry Chain Co.,Ltd.,Guangdong Province,Guangzhou 510080,China;Tongrentang Business Investment Group,Angong Niuhuang Pill Special Marketing Company,Beijing 100075,China;Guangdong Food and Drug Vocational College,Guangdong Province,Guangzhou 510520,China)
出处
《中国中医药现代远程教育》
2020年第18期154-157,共4页
Chinese Medicine Modern Distance Education of China
基金
国家中医药管理局全国中药特色技术传承人才培训项目【No.20194828003】
广东省高职院校专业领军人才培养计划项目【No.2016009】。
关键词
安宫牛黄丸
一品一策
营销策略
同仁堂
Angong Niuhuang pill
one product and one strategy
marketing strategy
Tongrentang
