道地药材的商业价值及其品牌营销策略分析

Commercial Value and Brand Marketing Strategic Analysis of Geo Herbs

分析道地药材的内涵及其具备的商业价值,提出道地药材在显效性、质量特征、基原物种、产地环境、文化渊源、栽培加工工艺上的稀缺性才是其商业价值塑造的关键节点,而道地药材的大众需求、功效确切、管控宽松和多层次稀缺性又是决定道地药材投资价值的关键要素。最后提出,道地药材产业发展和品牌营销要注重民众长远需求,加强专利和标准化打造,并且引入互联网+新型商业模式进行推广。相关观点对于道地药材的品牌打造和销售,推动优质优价的药材产业发展具有一定参考价值。

In this paper the essence and commercial value of geo herbs were analyzed, it is purposed that the scarcity of geo hervs in effectiveness, quality characteristics, original species, environment of producing areas, cultural origin and processing technique elements of cultivation is the key node of developing commercial value. And geo herbs of demand, efficacy precise, controlled loose and multi-level scarcity is the key element of investment value decision. Finally, we make a point that the industry development and brand marketing of famous-region druggeo herbs should follow the principle of focusing the longrun demand, strengthen patent arid standardization, and introducing the new business model of Internet ＋. The related viewpoints aim at building brand and sales of geo herbs, itprovides reference for promoting the development of herbal industry.