The Symbols Of The Pharmaceutical Old Brand And Their Communication Strategy

Era consumer society, consumption was becoming the basis for evaluation of personal reputation, culture, identity, social status. With the symbols of brand, people tried to show their identity and status. Recently, the old well-known international brands, including top luxury brands have entered the Chinese market, although there were frequent crisis of confidence, their huge domestic purchasing power has always unshakable. The main reason was the well-known international brand symbol has gained acceptance of their consumers. In sharp contrast, our old brand neglected their owned symbol strengths, made their scale expanded blindly, resulting in the gradual dilution of the brand's core strengths, been out of the market finally. The paper selected the old brand in the pharmaceutical industry, which has advantages on the scale, industry value, and cultural, as a research text. Study the old generation and transmission mechanism of the Chinese medicine brand symbol, semiotic approach as the research perspective. Observe the evolution of abstract symbols in the specific means of marketing communication process, to found defects in the process of symbolic communication, and gives the program to avoid defects, as the research in the perspective of semiotics, hope to provide some inspiration to the development of China's long-established brands.