滇西傈僳族医药需求调研及发展策略

Investigation and Research on Pharmaceutical Requirements and Developing Strategies of Lisu People in West Yunnan

通过对傈僳族医药发展现状和市场需求进行调研,发现一是傈僳族医药呈现出逐渐消失的趋势;二是消费者对傈僳族“药食两用”产品和民族特色养生旅游产品有较大需求,却难以找到相适应的产品;三是以上产品在营销过程中存在产品单一、缺乏品牌知名度、宣传及销售渠道效率不高等问题。为推动傈僳族民族医药发展,本研究构建了以傈僳族民族文化的独特性为支撑,以民族用药经验收集整理和研发创新为核心,以“药食两用”产品和民族特色养生旅游产业化发展为突破,重点打造具有优势品牌的傈僳族医药“金字塔”发展模式。

There are three discoveries after investigating the current development situation and market requirement of Lisu medicine:First,Lisu medicine has a tendency to gradually disappear.Second,customers have a great demand for Lisu medicine which can also be used as food and health tourism product with Lisu characteristics.However it′s hard to find the proper product.Third,there are some problems in the process of marketing such as homogeneous product,lack of brand awareness,low efficiency at advertisement and marketing.For the purposes to enhance the development of Lisu medicine,this article builds the″pyramid″pattern of″using the uniqueness of Lisu culture as support,making the medicine usage experience and research and development innovation as the core,having products both as medicine and food and industrialization development of health tourism with Lisu characteristics as the breakthrough,focusing on creating a few prestigious brands″for Lisu medicine developting.