基于品牌价值理论的国外医药企业品牌发展经验与启示  

Experience and Enlightenment of Brand Development of Foreign Pharmaceutical Enterprises Based on Theory of Brand Value

作　　者：杨文菊[1] 黄烈雨 陈宁[1] 李祺[1] 汪晓凡[1] Yang Wenju;Huang Lieyu;Chen Ning;Li Qi;Wang Xiaofan(School of Management,Beijing University of Chinese Medicine,Beijing 100029,China)

机构地区：[1]北京中医药大学管理学院,北京100029

出　　处：《中国药事》2019年第3期331-336,共6页Chinese Pharmaceutical Affairs

基　　金：北京市社会科学基金项目(编号16GLC066);北京高等学校青年英才计划(编号YETP0800);北京中医药大学科研发展基金项目(编号2040072220004)

摘　　要：目的:总结国外医药企业品牌发展经验,为我国医药企业品牌发展提供参考。方法:选择美国、日本、德国三国知名医药企业为研究对象,基于品牌价值发展"五要素"理论模型,运用文献研究法,从技术创新、有形资产、无形资产、质量和服务五个角度总结国外医药企业品牌发展经验。结果与结论:经总结提炼,对我国医药企业的启示包括强化技术创新意识,加大创新研发投入与管理;深化质量管理机制,巩固品牌建设根基;建立知识产权战略,以文化和社会责任建设促进品牌价值提升;扭转传统服务理念,以患者为中心提升服务能力;有选择地延伸产业链,巩固品牌发展物质基础。Objective: To summarize the experience of brand development of foreign pharmaceutical enterprises and to provide references for the brand development of Chinese pharmaceutical enterprises. Methods: Some well-known pharmaceutical enterprises in the United States, Japan and Germany were selected for research. The experience of brand development of foreign pharmaceutical enterprises was summarized by using the method of literature review from five aspects--technological innovation, tangible assets, intangible assets, quality and service based on the model of "five elements" theory of brand value’s development. Results and Conclusion:The summarized enlightenment to pharmaceutical enterprises in China lies in the followings: strengthening the awareness of technological innovation and increasing investment and management of innovative R&D;deepening the quality management mechanism and consolidating the foundation of brand building;establishing an intellectual property strategy to promote the enhancement of brand value through the construction of cultural and social responsibilities;changing the traditional service concept and enhancing the patient-centered service ability;extending the industrial chains in an selective way and consolidating the material basis for brand development.

关 键 词：医药企业 品牌发展 品牌价值发展理论 国际经验 

分 类 号：R95[医药卫生—药学]