Yiling Pharmaceutical Lianhuaqingwen Capsule Of Advertising Planningscheme

With the development of market economy, competition among enterprises becomes more and more intense. Brands are playing an increasingly important role in enhancing the core competitiveness of enterprises. Currently, there are a lot of research results related to brand management have been widely used in businesses. However, few of them are really combined with the new media, integration of media resources. Therefore, this article is committed to diagnose the problem Lianhua Qingwen Capsule of Yiling Pharmaceutical encountered in the process of growing the brand, through scientific analysis and methodology, and propose feasible solutions.In this paper, the study is based on advertising planning scheme for Lianhua Qingwen Capsule of Yiling Pharmaceutical, using brand management theory and practical knowledge combined with Lianhua Qingwen Capsule’s product positioning and audience analysis,to analysis and research other cold medicine competitor’s advertising strategies. When the newspaper kiosks snubbed, few people subscribe, intelligent mobile phone’s market share become more and more high, all with iPad to follow TV plays, that is becoming more and more impact on traditional media, and new media is attracting more and more people to pay attention to and use. This paper analysis the advantages and disadvantages of current traditional media and new media, combining with the development of the enterprise and brand positioning, and eventually integrate into an efficient combination of media, to enhance Lianhua Qingwen Capsule’s advertising effect, and increase the brand’s value.Firstly, based on relevant theoretical basis of brand management, the necessity and importance of brand management for Lianhua Qingwen Capsule is assessed; Secondly, a detailed analysis of the current development of online brand management and Lianhua Qingwen Capsule’s brand management status is performed, diagnosing Lianhua Qingwen Capsule’s brand management problems and causes of the problems; Finally, based on brand management theoretical knowledge and practical knowledge, proposing countermeasures and suggestions to enhance the company’s brand.By combining the theory and practice of research results, it shows that development of online brand must rely on the support of the establishment and management of the construction elements of the framework. Appropriate management methods to regulate the online brand development are need at different stages. In the current extremely competitive environment, analysis of the Lianhua Qingwen Capsule’s brand provides a strong basis for the positioning and diagnostic improvements to enhance the brand. In the new market development stage, Lianhua Qingwen Capsule needs to have a re-positioning of the brand, and then propose targeted suggestions for future development based on the new positioning.The purpose of this paper is to come up with a brand diagnostic solution to adapt to and enhance Lianhua Qingwen Capsule of Yiling Pharmaceutical, and to provide a reference for the development of the same type of enterprises with online brands.