论我国药品零售连锁企业的品牌建设

On the Brand Construction of Chain Drug Stores in China

目的为我国药品零售连锁企业品牌建设提供参考。方法分析我国药品零售连锁企业品牌建设影响因素,通过市场调查、品牌定位、品牌设计、品牌扩张和品牌管理创建品牌。结果与结论药品零售连锁企业加快实施品牌建设,是企业发展和提高竞争力的必由之路。

OBJECTIVE： To provide reference for the brand construction of chain drug stores in China. METHODS： The factors which affecting the brand construction in Chinese chain drug stores were analyzed, and the brand was constructed by market survey, brand positioning, brand design, brand expansion and brand management. RESULTS ＆ CONCLUSIONS： The development of chain drug stores and the increase of their competitive power can only be achieved by speeding up their brand construction.