基于“手段—目的链”的云南民族药品牌文化定位初探

Yunnan Ethno Medicine Brand Culture Positioning Based on the Means-end Theory

文化是品牌价值的核心,而品牌定位则是提升这种价值的基础。在云南民族药品牌加速发展的当下,运用"手段—目的链"理论,对云南民族药品牌定位中的特色医药文化进行挖掘与提炼,建构云南民族药品牌文化定位框架:文化价值凝练、利益组合传递、属性特征筛选,以促进资源优势向品牌优势转化,推动云南民族药产业持续、健康、快速的发展。

Culture is the core of brand value, and brand positioning is the foundation of improving such value. Yunnan National minority cultures of medication dates back to the distant past. On the current situation of ethnical medical branding bottleneck, the paper digs and refines the own unique cultural characteristics of minority cultures of medication by using means-end theory, constructs the brand culture positioning model of Yunnan Ethno medicine, which includes refining cultural values,transferring various benefits and selecting attributes feature to promote healthy and sustainable development of Yunnan ethno medicine industry.