Research On Brand Building And Communication Of Hui Medical Products From The Perspective Of Government Functions

BackgroundAlong with the further development of economic globalization and the intensified competition of international market,the world has entered into the era of brand economy,and brand has become the comprehensive reflection of the core competitiveness of enterprises and even the nation.Therefore,all professions and trades develop brand researches successively.Pharmaceutical industries attach great importance to the development and management of the brand,and relative researches have increased year by year.However,previous studies mainly researched Chinese medicine or other ethnic medicine,and paid less attention to the Hui medicine.Also current Hui medicine researches mostly focus on history,culture,theory system and clinical results,etc.,and there are few researches involved in marketing of Hui medicine.Therefore,the research of this paper is of great significance for the development of Hui medicine.ObjectivesThis paper takes the objective demand of brand building and communication of Hui medicine as a start,bases on the brand building and spreading of relevant theory,and takes the development of Mayinglong pharmaceutical industry as reference case.Through the analysis of the brand development of Mayinglong pharmaceutical industry,and industrial development of Hui medicine,the paper puts forward some suggestions on brand building and brand communication of Hui medicine on the basis of summing up the experience of Mayinglong pharmaceutical industry,which has a certain theoretical and practical guiding significance for the development of the Hui medicine in Ningxia.MethodsThis research mainly adopts the literature review,participant observation and the field survey method,questionnaire survey and second-hand data collection methods,to collect and study related qualitative and quantitative data;And use the literature analysis,descriptive literature analysis,case analysis,PEST analysis,SWOT factors analysis to analyze the collected data in depth.Results1.The PEST analysis of industrial environment of Hui medicine developmentThe nation and autonomous region have introduced a series of ethnic policies and related regulations in favor of Hui medicine development.Meanwhile,financial support for the ethnic medicine has been increased year by year,and the change of consumption structure has made the domestic brand position rise up gradually.Social culture,science and technology,and current favorable environment provide convenience for the development of Hui medicine.2.The SWOT analysis of the development of Hui medicineThis paper uses the SWOT analysis to analyze the advantages and disadvantages of Hui medicine,and find that the development advantages and opportunities of Hui medicine are more prominent,which fit into adopting SO development strategy,namely the brand development strategy.3.Mayinglong pharmaceutical case analysisOn the basis of comprehensive analysis of Mayinglong case,the paper summarizes the following advanced experience of the brand shaping and spread,mainly has the following several aspects: brand positioning should be clear;brand image shaping should be a long-term and all-round work;brand communication should pay attention to the timing and content marketing.SuggestionsFrom the perspective of government function,the strategy of pharmaceutical brand shaping and spread is:1.The government are ought to play the leading role in the construction of the pharmaceutical brand shaping and spread;2.The government should implement moderate macro-control to the development of the pharmaceutical industry's brand;3.The policy on the brand shaping and spread should be completed;4.Building a brand development public service platform is necessary;5.Excavating a unique historical and cultural value to strengthen the image of the pharmaceutical brand;6.Developing public marketing to promote the communication of medicine brands.