Analysis On The Compositionon And The Influence Factors Of Brand Equity Of Medical Products

With the constantly evolving and constantly promote China’s new medical reform policy, improve and increase national investment policies, an aging population, the public health awareness raising, equipment service industry and pharmaceutical development of the electricity business in full swing and other factors, China’s pharmaceutical enterprises will face a rare opportunity, but also means more competition and challenges. In the current market economy, every small pharmaceutical companies want a brand, and those who have tasted the sweetness of the brand and medium-sized pharmaceutical companies also want to continue to strengthen the brand, Chinese medicine brand in the future competitiveness exciting. Chinese pharmaceutical companies should aim at the international market, the largest pharmaceutical manufacturers and operators position, large enterprises should actively participate in international competition, leading brand of Chinese medicine to the world, the only way to achieve prosperity in Chinese medicine. Once upon a time, the domestic pharmaceutical companies play the "brand" banner, but so many years, we can leave the impressive corporate brand is not much. Many companies in the advertising and sponsorship and down a lot of effort, but how about now brand value? At present, China’s pharmaceutical brand is more like a sign, are selling the product homogeneity, the demands almost the same concept, more often who is stronger than the channel capacity.In recent years, pharmaceutical mergers and acquisitions are becoming increasingly serious phenomenon, more companies began to pay attention to this issue of brand equity. This paper intends to brand equity connotation of pharmaceutical products made from the perspective of the definition and origin of the output perspective, pharmaceutical products and factors of brand equity research and analysis to investigate, propose to enhance brand equity model for pharmaceutical products. Based on the number of pharmaceutical product users conduct research on pharmaceutical products to define brand equity, brand development strategy recommendations for the development of pharmaceutical companies, for enterprises to enhance brand equity has a certain significance.Factors studied composition and pharmaceutical products, this article will brand equity. First, from the output perspective and the perspective to define the source of pharmaceutical products brand equity. By collecting information on the brand value of our survey of some pharmaceutical brands, introducing pharmaceutical product brand equity From the perspective of output; through the different brands of similar drug price investigation brand drugs are some common brand value, the source of the perspective of analyzing these brand equity pharmaceutical products. Through the establishment of the survey, some drug users Yingze area to investigate, analyze the structure and impact of pharmaceutical products by brand equity factors findings. Analysis of the status and trends of development stage of China’s pharmaceutical brands, analysis of pharmaceutical products to enhance brand equity which aspects need to put forward solutions to this problem. By this stage, our pharmaceutical product brand analysis, brand equity applicable to two-cycle model of pharmaceutical products.The innovation of this paper is to make the brand equity of pharmaceutical products were defined from the perspective of output and source perspective, the use of survey results analyzed and proposed to enhance brand equity model for pharmaceutical products, the pharmaceutical companies to establish brand has certain practical guide significance.