Research On Brand Strategy Optimization Of FRD Pharmaceutical Group

Since the outbreak of the epidemic,people around the world have paid more and more attention to health,and in the context of China’s "healthy China" strategy,health issues have once again been pushed to the center of public opinion.At the same time,with the aging of the population,how to promote the development of China’s pharmaceutical industry has become a common concern of the academic and practical circles.Traditional Chinese medicine has a history of thousands of years in China,but since the Second World War,the development of traditional Chinese medicine has been seriously affected by Western medicine.The time-honored brands still have certain consumer groups,but the Chinese medicine enterprises established in modern times are facing a more difficult development environment.In recent years,the Chinese government has given strong support to pharmaceutical enterprises,especially Chinese medicine enterprises,which has provided unprecedented opportunities for the development of Chinese medicine.Therefore,this paper takes FRD Pharmaceutical Group as an example to study how to optimize its brand strategy.In previous studies,scholars mostly analyzed the brand building problems of an industry or an enterprise from the aspects of brand value,brand competition and brand communication.In previous studies,scholars mostly analyzed the brand building problems of an industry or an enterprise from the aspects of brand value,brand competition and brand communication.This paper studies the promotion of brand value of FRD Pharmaceutical Group,and makes a detailed analysis of FRD Pharmaceutical Group in the fields of brand image,brand competitiveness,brand loyalty and brand marketing from the perspectives of enterprises and consumers.This paper studies the promotion of brand value of FRD Pharmaceutical Group,and makes a detailed analysis of FRD Pharmaceutical Group in the fields of brand image,brand competitiveness,brand loyalty and brand marketing from the perspectives of enterprises and consumers.This paper focuses on the analysis of the development status of Chinese traditional medicine enterprises,the brand development status of FRD Pharmaceutical Group,combined with the market segmentation marketing theory,4P marketing theory and brand positioning theory,and the use of internal and external analysis,SWOT analysis,Porter’s five forces model and other analytical tools to analyze the business environment of FRD Pharmaceutical Group.Two questionnaires were made for members of related industries of FRD Pharmaceutical Group and internal members of FRD Pharmaceutical Group respectively.This paper investigates FRD Pharmaceutical Group’s drug brand positioning,brand loyalty,brand image,brand marketing methods,brand competitiveness and other issues.Combining with the survey data,it is found that FRD Pharmaceutical Group has some problems in brand construction,such as low brand loyalty,outdated brand publicity methods,no obvious competitive advantages,and unclear brand positioning.On the basis of in-depth investigation,this paper puts forward the optimization strategy of brand building of FRD Pharmaceutical Group,including: enhancing customer stickiness,enhancing brand loyalty,building brand story,deepening brand attachment;Product as the core,through demand-oriented,optimize product structure and other paths to optimize brand positioning;According to different product types,choose different innovation methods such as progressive and breakthrough to enhance brand competitiveness;Strengthen brand publicity,improve brand awareness,expand the scope of brand radiation.In addition to specific strategies,we should also strengthen the support of institutional norms,human resources and other aspects.The results of this study are expected to have certain guiding significance for brand optimization of FRD Pharmaceutical Group,and provide reference for other pharmaceutical enterprises to enhance brand image and carry out marketing strategy optimization.