The Pharmaceutical Industry Brand Strategy And Empirical Research

The pharmacy industry contains abundant potential value, so it is praised as the industry that will never decline. The pharmacy industry is closely linked with human health, and millions of patients will benefit from the invention of new medicine, which brings innovation to the doctors' idea. The pharmacy industry attracts numerous investors and publics' attention because of its generous profit and positive social responsibility. But, because the pharmacy industry is different from other industries, so the implementation of pharmacy enterprises' brand strategy is different from others. The brand strategy of pharmacy enterprises is studied in the paper based on the theory of brand strategy. The brand strategy of pharmacy enterprises is discussed from the birth of the brand, the excavating of value of the brand, and the choice of the brand strategy.China's pharmacy industry (chemical pharmacy industry and biological pharmacy industry) started relatively late than other countries, so it is a pop topic how to implement the brand strategy to increase China's pharmacy enterprises' competitiveness. The author of the paper is working in the market department of a pharmacy enterprise, so she deeper understands the marketing environment of China's pharmacy industry. After the analysis of status quo of China's pharmacy enterprises' brand strategy, the existing problem is analyzed in detail and some suggestion is offered. In the end of the paper, AA Company, the author is working for, is taken as an example. The purpose is to give suggestion to China's pharmacy enterprises. The suggestion will help them to choose a proper brand strategy to increase there market share, and seek the way of China's pharmacy industry's brand strategy.