The Research On Brand Positioning And Communicating Of UGC Group

In recent years, with the increase of people’s consumption level, and the strengthen of our health awareness, pharmaceutical market expanded rapidly. At present, China has become the world’s second largest OTC drug market. This is not only an opportunity, but also a challenge for major pharmaceutical companies. How to shape the core competitiveness of enterprises in the OTC market which competition is so fierce are the study issue of many pharmaceutical enterprises in China. With the advent of the new economy, brand concepts are coming into people’s lives, brand marketing have getting more and more attention of enterprises, more and more enterprises benefit from good brand positioning and communications strategies. It can be said that in today’s market which is segmented, consumer personalized, pharmaceutical product branding success is directly related to the survival and development of pharmaceutical enterprises.under the guidance of relevant theories about the brand positioning, and brand marketing, the author, firstly, briefly reviewed the brand positioning and brand communication theory, and point out the method and strategy of brand positioning, the principles that brand positioning should follow and the elements that brand communication should have. On these basis, we use the business practice of flagship product of UGC group, ancient Han healthy-keeping, as the study backgrounds, analyzed the external and internal brand marketing environments of ancient Han healthy-keeping extract facing today. Then, we combed the situation of brand positioning and brand communication since the company setting up, summarized the difficulties in brand marketing that the company facing today, and found out the problems that the firm exists in each stage. Finally, combined the preceding analyzed, and the difficulties waiting to be solved, we re-positioned the brand and adjusted the brand communicating strategy.