大健康背景下榆林道地药材品牌建设与培育研究  

Brand Construction and Cultivation of Yulin Authentic Medicinal Materials under the Background of Great Health

作　　者：王喜荣[1] 白振飞 白佳玉 WANG Xi-rong;BAI Zhen-fei;BAI Jia-yu(School of Management,Yulin University,Yulin 719000,China)

机构地区：[1]榆林学院管理学院,陕西榆林719000

出　　处：《榆林学院学报》2025年第2期118-122,共5页Journal of Yulin University

基　　金：榆林道地秦药研究院开放项目(YLDQ-2024-05)。

摘　　要：榆林作为陕西省乃至全国的重要中药材生产基地,其独特的地理环境和气候条件孕育了黄芪、酸枣、远志等众多优质中药材,榆林市重点发展的“榆九味”中除“子洲黄芪”有一定品牌影响力外,其他品牌鲜为人知,品牌影响力十分微弱。榆林道地药材品牌主要存在品牌知名度低、品牌建设投入不足、品牌宣传渠道狭窄、品牌建设战略缺失、品牌的质量标准体系不完善等问题,然而,在大健康背景下,榆林中药材品牌的建设与培育也有许多机遇,只有通过加强榆林道地药材品牌宣传与推广、加大品牌建设的投入、推进品牌长期建设战略、优化质量标准体系、支持培育优质品牌的标准化生产基地等途径才能加快榆林道地药材品牌的建设与发展壮大。Yulin,as an important production base for traditional Chinese medicines in Shaanxi Province and even across the country,its unique geographical environment and climatic conditions have given rise to a multitude of high-quality traditional Chinese medicines such as Astragalus membranaceus,Spine date seed,and Polygala tenuifolia.Among the“Yujiuwei”(Nine Chinese Medicines)that Yulin City is focusing on developing,apart from“Zizhou Astragalus”which has a certain brand influence,other brands are little known and have very weak brand influence.The main issues with the branding of authentic Yulin medicinal materials include low brand recognition,insufficient investment in brand building,narrow channels for brand promotion,lack of a brand building strategy,and an imperfect quality standard system.However,in the context of the great health,there are many opportunities for the construction and cultivation of Yulin’s traditional Chinese medicine brands.Only by strengthening the promotion and publicity of Yulin’s authentic medicinal material brands,increasing investment in brand building,advancing long-term brand building strategies,optimizing the quality standard system,and supporting the standardized production bases for high-quality brands can the construction and development of Yulin’s authentic medicinal material brands be accelerated.

关 键 词：榆林 道地药材 品牌建设 大健康 

分 类 号：F713.5[经济管理—市场营销]