藏医药企业品牌形象对消费者品牌忠诚的影响研究——兼论藏医药企业品牌形象提升策略

A Study on the Influence of the Brand Image of the Tibetan Medicine Enterprises on the Brand Loyalty of the Consumers——and the Promoting Strategies of the Brand Image of the Tibetan Medicine Enterprises

藏医药是西藏地区的特色产业之一,为了保证其在激烈的市场竞争中保持长期的竞争力,其品牌形象必须获得渠道代理商、医生以及普通消费者的认同。文章通过构建品牌忠诚模型研究发现,对藏医药企业良好的品牌认知有利于提升销售人员、医生以及消费者对藏医药产品的认知忠诚与情感忠诚,并依据分析结论提出了提升藏医药企业品牌形象的对策。

The Tibetan medicine is one of the characteristic industries in Tibet. In order to ensure its long-term competitiveness in the fierce competition market, its brand image shouldbe acknowledged by agents, doctors and ordinary consumers. The study of constructing the brand loyalty model of the Tibetan medicine reveals that good brand image＇ s recognition is helpful for the Tibetan medicine enterprises to promote the sales, doctors and consumers＇ cognitive loyalty and emotional loyalty of Tibetan medicine. Moreover, this article puts forward the corresponding countermeasures to promote the brand image of the Tibetan medicine enterprises.