A Research On The Brand Strategy Of Tibetan Medicine Enterprises In Qinghai Province Based On Core Competence

Tibetan medicine industry has a wide distribution,the rich variety of animal and plant resources and natural endowment.With the help of the reform and opening up,the implementation of the western development strategy,Qinghai Tibetan medicine industry in the country and Qinghai provincial governments at all levels of key support,has been rapid development.However,in the development of the market still has a weak competitiveness,brand building lag and other issues.Based on this,this paper argues that the implementation of brand strategy is the only way for Qinghai Tibetan enterprises to improve their core competitiveness.First of all,through the literature research method from the theoretical point of view,it puts forward the focus of this paper.Brand has become an important factor affecting and measuring the core competitiveness of enterprises and external performance.Secondly,starting from the development of Tibetan medicine industry,put forward the need to implement the brand strategy.It is necessary to improve the competitiveness of the industry from the characteristics of Tibetan medicine products,modern medical consumption expenditure,patent cycle and Tibetan culture,and analyze the limiting factors of industrial competitiveness.Third,through the consumer and corporate field research,to understand the Qinghai Tibetan medicine brand building problems.Using the form of issuing questionnaires,from the consumer point of view of the important position of the brand,and found that Qinghai Tibetan medicine awareness of the low problem;through the field of 13 Tibetan medicine enterprises,found that the existence of Tibetan medicine brand building deficiencies.Fourthly,it analyzes the influencing factors of the core competitiveness of Tibetan medicine enterprises in Qinghai.The implementation of brand strategy must be based on the premise of improving the core competitiveness,further analysis of the core competitiveness of the influencing factors,combined with the core competitiveness of the four characteristics and brand perspective selection indicators,and with BP neural network simulation.Finally,according to the results of the model analysis,the brand strategy of Qinghai Tibetan medicine enterprises is determined,and the countermeasures and suggestions are put forward to implement the brand development strategy.Qinghai Tibetan medicine enterprise brand overall strategy is the growth strategy to quality strategy as the basis of brand strategy,select the Qinghai Tibetan medicine manufacturers self-brand brand decision-making,made through patented products to create "modern fine Tibetan medicine" brand positioning,A single brand of brand extension strategy,a full range of brand protection strategy.