药品品牌的包装策略研究

Research on Packaging Strategy of Medicine Brand

分析了药品包装中的品牌形象,结合药品包装在药品品牌传播中存在的问题,提出通过药品包装进行品牌形象的传播是一条可以充分利用的策略。即可以通过以下几种策略来传播:在确保药品疗效的前提下通过包装的品牌视觉要素设计传达品牌形象;通过包装的使用方式设计提升品牌形象;找准包装中的品牌承诺点,满足患者心理需求从而维护患者的品牌忠诚度。

It analyzed the brand image in medicine packaging. Based on packaging problems in medicine brand publicity, it proposed a brand strategy to fully utilize brand publicity through medicine packaging. Firstly, based on good therapeutic effect, patients＂ needs are also showed by visual designing of medicine brand; secondly, brand image is much elevated by products catalogue designing of medicine packaging; lastly, by designing brand commitments of the medicine company to patients and psychological needs of the patients are satisfied. Based on these designing, brand loyalty of patients is achieved, and market position of the medicine brand is maintained.