摘要
在一个由众多制药企业、产品组成的医药市场中,如何让消费者识别、记住、忠诚于你的企业与产品的是品牌。在过去的二十多年来,对从计划经济向市场经济过渡的中国医药企业来讲,品牌经营从无到有,由弱到强,取得了令人瞩目的成效。但随着国内市场国际化竞争的加剧,真正发展成强势品牌的极其有限。2005年3月,商务部公布了重点培育和发展的出口名牌名单,医药保健品品牌数量仅有7个,分别为东北制药、新和成(NHU)、同仁堂(TONGRENTANG)、新华、珍奥(ZHEN—AO)、鲁抗医药集团、浙江医药集团。占全部品牌总数3.7%。其中,化学药物品牌5个,中药品牌1个,保健品品牌1个,相当多的医药出口企业榜上无名。另一组来自海关的数据:2004年,我国医药保健品进出口总额为221.02亿美元,比上年同期增长26.24%,进口额和出口额双双突破百亿美元大关。实现贸易顺差18.42亿美元。同时,我国已经成为世界第二大原料药生产国,目前我国能生产的原料药有1400多种,年生产能力在80万吨左右,我国原料药生产的90%主要供应国际市场,60多种原料药在国际市场上具有较强的竞争力。医药出口形势一片欣欣向荣,但是,巨额出口量却似乎和国内企业的品牌成长率不成正比。
究其原因,国内制药企业在创建强势品牌过程中存在诸多缺陷,第一,对品牌作用认识模糊,品牌战略规划缺失,导致企业创建品牌意识不强,从而出现面对新的竞争对手、新的游戏规则无所适从的现象。第二,药品质量参差不齐,阻碍了我国药品进入国际市场,也影响了企业品牌价值的增值。第三,创新能力太低,直接导致大部分企业名牌产品少,品种低水平重复现象严重。最后,自相残杀的价格战导致中国药品品牌的短命。对于中国医药品牌,最根本的问题就是:它们没有真心去塑造品牌,而是为了完成销售任务,通过销售“顺便”树立品牌。在品牌创建过程中,忽略品牌识别要素的开发与研究,盲目仿制,造成产品结构失衡。在激烈的市场竞争中,它们急功近利,不择手段以确保完成销售,但品牌在这过程中却受到了损害,这已成为了医药行业的一个通病。
本文以创建强势品牌的基本理论为基础,在收集国内外有关创建强势品牌实证资料的前提下,从品牌识别构建及组合管理两个维度入手,阐述了制药企业创建强势品牌的策略,回顾了我国制药企业创建品牌的发展过程,分析了国外制药企业创建强势品牌成功的因素,以及我国制药企业创建品牌的现状、存在的问题,目的是使制药企业充分认识到品牌创建是参与国际竞争和可持续发展的基础,为中国医药产业的做大做强作出贡献。
同时,本文以北京双鹤药业为例,对北京双鹤药业创建强势品牌过程中的战略性品牌分析、品牌识别、品牌组合战略进行了详细剖析,揭示了双鹤药业品牌识别的方法:即通过品牌符号、产品、企业几个方面进行识别;以及该企业利用品牌组合战略对企业品牌组合的结构、品牌的范围、品牌职能和相互关系进行管理,实现品牌组合内部的协同效应、杠杆作用和清晰化,从而形成区别于竞争对手的品牌联想及产品差异点,创造一个强势品牌,增加企业品牌资产的成功策略。
最后,为打造中国的“辉瑞制药”提出了建设性的策略建议,目的是提醒中国制药企业在创建品牌过程中重视品牌识别管理工作,关注企业品牌资产安全,铸就中国制药的金字招牌。
In a market with large pharmaceutical companies and pharmaceutical products, how to allow consumers to identify, remember and loyal your business and products is the brand. In the past 20 years, the transition from the planned economy to market economy, Brand Management of China's pharmaceutical enterprises is scratch, from weak to strong, and scored remarkable achievements. But with the internationalization of the domestic market competition intensifies, really developed into a strong brand is extremely limited. In March 2005, the Ministry of Commerce announced a list that focus on the nurturing and development brand of medicine and health products, seven brands were in the list. They were the Northeast Pharmaceutical, the Newhechen(NHU)、Tongrentang(TONGRENTANG)、Xinhua Pharmaceutical, Zhen Austria (ZHEN-AO) Lukang medicine group and Zhejiang Pharmaceutical Group. All of them accounted for 3.7% of the total number of brands. Among them, five chemicals, one Chinese brand, one health products, a considerable number of export enterprises were out. Another group data from the Customs of China: In 2004, the pharmaceutical and health products amounted to 22.102 billion U.S. dollars. Increased of 26.24% than the same period last year, both imports and exports topped 10 dollars. Trade surplus got 1.842 billion U.S. dollars. Meanwhile, China has become the world's second largest producer of raw material, raw material in China will be able to produce 1,400 kinds of annual production, which is capacity of 80 million tons, 90% of our raw material production faced the demand of major international markets. 60 kinds of raw material in the international market are highly competitive. Medicine exports situation is thriving, but it seems huge export are not directly proportional to the growth rate of domestic enterprises brands. A study of the reasons for the domestic pharmaceutical enterprises in the process of creating a strong brand showed that there are many defects. First, muddled understanding of the role of brands, Brand strategic planning deficiencies resulted in creating brand awareness is not strong, while facing the new competitors and the new rules of the game, They are loss. Second, the unevenness in the quality of drugs that hindered the drugs enter the international market and affected the brand value. Third, the ability to innovate is too lower, led to most enterprises brand less serious varieties of low-level redundant directly. Finally, the fratricidal price wars led to the short-lived brand of Pharmaceuticals in China. Chinese medicine brands, the most fundamental problem is: they do not really portray brand, to complete the sales tasks even broke law. In the process of brand building, brand recognition overlooked elements of the development and research, blind imitation, resulting in product mix imbalance. In the fierce market competition, they are eager for quick success and instant benefits, to ensure the completion of unscrupulous sales, brand has been damaged in the process, it is a common failing of the medical profession. Based on building strong brands theory, collected Building Strong Brands in of empirical data at home and abroad, under the premise Brand recognition from the two dimensions of planning and portfolio planning, we explain the significance of pharmaceutical enterprises to create a strong brand. Recalling China's pharmaceutical enterprises in the process of building brands, grasp the strength of foreign pharmaceutical companies to create successful brands. and the current situation of China's pharmaceutical enterprises brand building. Meanwhile, this paper Shuanghe pharmaceutical to create a strong brand, Shuanghe pharmaceutical in the process of strategic brand analysis brand recognition, brand portfolio strategy for detailed analysis revealed the Shuanghe pharmaceutical: Brand Recognition through brand symbols, products, and enterprises, human resources, product innovation, enterprise philosophy and culture, the responsibility of the enterprises, The concern for the interests and needs of our customers, such as the identification of several aspects of marketing communications activities; and the brand portfolio strategy to use the brand portfolio structure, brand, Brand functions and customer relationship management, the internal brand portfolio synergy, leverage and clarity. Brand legend different from our competitors and thus to differentiate their product, Create a strong brand, The successful strategy to increase enterprise brand assets. Finally, to create the "Pfizer pharmaceutical" strategy, we put forward constructive suggestions. China's pharmaceutical enterprises are to remind the brand planning process in the creation of brand management and be careful Brand equity security, demonstrating China's pharmaceutical gold brand.
引文
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