中药企业微信公众号营销现状及应用提升建议

WeChat Official Accounts Marketing Status and Application Promotion Recommendations of Traditional Chinese Medicine Enterprises

阐述了中药企业微信公众号营销现状,认为我国中药企业存在品牌认知度低、品牌管理力弱、整合营销意识不足等问题,亟需借助微信作为载体探索有效的企业品牌形象塑造模式。提出中药企业利用微信塑造企业品牌形象的措施:加强品牌管理顶层设计,布局新媒体营销,建立专业运营团队、开展协作运营等,以增强企业品牌文化宣传,有效树立品牌形象,提升品牌竞争力。

Brand competition has becoming the key factor of competition of enterprises. Enterprises actively tried to use various ways to enhance their brand image. The new media-represented by WeChat has become the important filed of information dissemination, communication and marketing. The growing influence of new media marketing forced enterprises to consider how to implement the brand image tactics by using WeChat communi- cation. There existed many problems of marketing tactics in most traditional Chinese medicine enterprises, such as low brand awareness, poor brand management, integrated marketing consciousness and the new media market- ing effect weakness. Traditional Chinese medicine enterprises should use WeChat to build brand image as fol- lowing measures： strengthening top-level design, establishing professional operations team. The above measures ensure to enhance the corporate brand culture propaganda, effectively establish the brand image and ultimately enhance the brand competitiveness.