摘要
“十大皖药”是安徽道地药材的典型代表,品牌建设存在起步较晚、定位不清晰、产品品质亟待提升、品牌体系尚未建立等问题。基于此,提出推动“十大皖药”建设的有效路径:制定长期整体的品牌战略规划;找准品牌定位,挖掘皖药的道地性内涵;实施品质提升工程,推动示范基地建设、标准体系建设、产业科技创新;构建一系列品牌体系,推动产业品牌、商标品牌、绿色品牌建立;构建多主体协同、多媒体互动、多方式叙事的品牌宣传机制。
The“Top Ten Anhui Medicines”are typical representatives of Anhui local herbs.Brand construction has problems such as late start,unclear positioning,urgent need to improve product quality,the brand system has not yet been established and other issues.Based on this,an effective path to promote the construction of the“Top Ten Anhui Medicines”is proposed:to develop a long-term overall brand strategy planning;to identify the brand positioning and explore the authentic connotation of Anhui medicines;to implement quality improvement projects so as to promote the construction of demonstration bases,standard system construction,and industrial technological innovation;to build a series of brand systems to promote the establishment of industrial brand,trademark brand,and green brands;to build a multi-subject synergy,multi-media interaction,and multi-method narrative of the brand publicity mechanism.
作者
朱雪梅
周亚东
ZHU Xuemei;ZHOU Yadong(School of Humanities and International Education Exchange,Anhui University of Chinese Medicine,Hefei 230000,China)
出处
《黄山学院学报》
2024年第1期68-73,共6页
Journal of Huangshan University
基金
安徽省教育厅高校协同创新项目(GXXT-2020-038)。
关键词
十大皖药
品牌建设
问题
路径
Top Ten Anhui Medicines
brand construction
problems
path
