Research On The Brand Strategy Of Chinese-tibetan Medicine In Qinghai Province Based On The Perspective Of Consumer Behavior

In recent years,Qinghai Provincial Party Committee and government have attached great importance to the development of Chinese-Tibetan medicine industry,which has been listed as the characteristic advantage industry of Qinghai Province,and given many supportive policies and special funds to support it,thus greatly promoting the development of the industry.But for a long time,due to the restriction of regional economy and the development level of the industry itself,the market competitiveness of Qinghai’s Chinese-Tibetan medicine industry is still not strong,mainly reflected in the low added value of the product brand,and the low brand influence and popularity,lack of industrial brand strategy and so on.Based on this,this paper starts with the status quo of brand development in Qinghai’s Chinese-Tibetan medicine industry,analyzes the purchasing behavior of Chinese-Tibetan medicine consumers through questionnaire survey,and constructs a brand equity model of Qinghai’s Chinese-Tibetan medicine industry,the strategy and implementation suggestions for the development of Qinghai Chinese-Tibetan medicine brand were put forward.This paper first sorts out the research background and relevant literature,makes clear the research methods and ideas;secondly,analyzes the current development situation of Qinghai Chinese-Tibetan medicine industry,and finds out the existing problems in the construction of Qinghai’s Chinese-Tibetan medicine Brands;thirdly,based on the analysis of consumer behavior,this paper puts forward five dimensions that influence the brand strategy of Chinese-Tibetan medicine in Qinghai Province,constructs the brand equity model of Chinese-Tibetan medicine in Qinghai Province.Finally,it points out that cluster strategy is an effective strategy to promote the brand development of Qinghai’s Chinese-Tibetan medicine industry,and then puts forward some suggestions on the implementation of Qinghai’s Chinese-Tibetan medicine brand strategy based on the different dimensions of the empirical study.The main conclusions of this paper are as follows: first,the structural equation method is used to construct and verify the model of the formation of Chinese-Tibetan medicine brand equity in Qinghai Province.Second,it points out that the implementation of the cluster strategy is the only way for the brand building of Qinghai’s Chinese-Tibetan medicine industry,it also puts forward suggestions on the implementation of Qinghai Chinese-Tibetan medicine brand strategy from the aspects of promoting regional environment construction,strengthening brand promotion,strengthening industrial science and technology innovation and establishing brand management mechanism.