河南羚銳制藥股份有限公司的品牌建設(shè).pdf

1、鄭州大學(xué)碩士學(xué)位論文河南羚銳制藥股份有限公司的品牌建設(shè)姓名：張向甫申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：工商管理指導(dǎo)教師：周修亭20070501AbstractThedrugsareaboutnationaleconomyandthepeopleslivelihoodproductisonel【irIdofspecialcommoditythereforethedrugsinaspectandsoonproductionsalethecountryh

2、avethespeciallyrequestorthelimitinthepolicyaspectThereforethemedicineproductionenterprisemoldstheaspectinthebrandtobeaisodifferentwitllotherprofessionshastheinevitableprofessioncharacteristicAtpresent，afterenteredtheG，MP

3、timemedieinecnterprisespeciallyin2006，successivelyexposes”theuneventwomedicincs”theevent，”joyful”theeventandsoon，thesocietyfromallwalksoflifeextremelyisnotintensetothemedicineenterprise‘squestion，medicineproductionenterp

4、dsessocialImagehasreceivedtheunprecedentedchallengeMoreoverbeeausethepolicyfactorinfluencedrugsreduceprices，dynamicGMPthegovernmentreorganizationmedicinebuyingandsellingdomaincommercialbribeandsoonthecurrentoverallmedici

5、neeconomicenvironmenthadthetremendouschange，themedicineprofessioncompetitionwayhashadthechange，themedicineproductionenterprisewalkedroadofthebrandmanagementimperativeThemedicineprofessioncompetitionalreadywalkedtothebran

6、dsendsthevictorystageInordertostudythemedicineproductionenterprisethebrandcompetition，thisarticlebrandconstructsthiscasethrouIgllHenanLingRuiPharmaceuticalthecompanytheanalysis，thediscussionbrandconstructionstrategyThisa

7、rticleresearchcontentwilldivideintothreebigaspects：ThefirstpartmainlyistheLingRuibrandconstitutionandmoldstheprocess，mainlyintroducedthebrandtheconcept，LingRuibrandmarkingandtheLingRuibrandmarkingindepthimplication，theti

8、meorderwhiehfoundsaccordingtothebrand，introduceditsfoundationbrand，formsthebrand，thebrandmaintenanceprocessthroughthebrandfoundationprocessintroduction，introducedtheLingRuibrandconstructiontheconeretepracticeandtheconstr

9、uctionmethod，analyzetheeffectwhichitsbrandoperationobtains；ThesecondpartmainlystudiestheLingRuibrandoperationexistencethequestionfromsixeonereteoperationsstratificationplanes，stateditsquestionthemainperformancetheanalysi

10、sformsthesequestionsthereason；ThethirdpartmainlyistheLingRuibrandconstructioncountenneasu陽(yáng)suggestedthat，theutilizationbrandconstruction，themanagementthedissemination，themaintenanceandsoontherelatedtheoryknowledge，profits