大健康背景下“秦药”品牌建设与发展策略

Construction and development strategy of“Qin medicine”brand in context of great health

随着中医药健康产业的蓬勃发展,陕西省也将中药医药产业列为支柱产业,并提出在2020—2030年全省中药全产业链千亿元总产值的发展目标。通过选取陕西中药材产业代表性区域品牌“秦药”的品牌建设为研究对象,对其品牌的发展现状、问题及阻碍因素进行优势-弱点-机会-威胁(strength-weakness-opportunity-threat,SWOT)分析,提出“秦药”品牌建设与发展的对策建议,从种植、采收、加工、品控、营销、宣传等多环节搭建竞争力培育机制,有针对性地制定品牌优化路径,从而创新陕西省中药材产业发展水平,实现千亿产值目标。同时以黄精为例,对近20年专利分析,提出以科研创新带动产业发展,打造省域特色鲜明的强势中药材区域品牌。

With the vigorous development of the traditional Chinese medicine(TCM)health industry,Shaanxi Province has also listed the TCM industry as a pillar industry and proposed a development goal of a total output value of 100 billion yuan in the entire TCM industry chain in the province from 2020 to 2030.This article selects the brand construction of the representative regional brand“Qin medicine”in the TCM industry in Shaanxi Province as the research object,and conducts a Strength-Weakness-Opportunity-Threat(SWOT)analysis of its brand development status,problems,and obstacles,propose countermeasures and suggestions for the construction and development of the"Qin medicine"brand,establish a competitive cultivation mechanism from multiple aspects such as planting,harvesting,processing,quality control,marketing,and promotion,and formulate targeted brand optimization paths to create a strong regional brand of TCM with distinct provincial characteristics,innovate the development level of the TCM industry in Shaanxi Province and achieve the goal of 100 billion yuan output value.Taking Polygonati Rhizoma as an example,through patent analysis in the past 20 years,it is proposed to drive industrial development through scientific research and innovation,and create a strong regional brand of TCM with distinctive provincial characteristics.