摘要
保健食品，特别是功能性保健食品，是我国为数不多，可以领先全世界的行业之一。但从我国保健品行业的企业规模来看，绝大多数为中小企业，约占80%左右，而大规模的企业非常少。再加上研究基础薄弱，在科研投入上明显不足，这造成了我国保健品的品种出现结构失调的现象，一些保健品的产品生命周期特别短，生存能力也非常差，出现了大量的低水平重复现象，除此之外，国际经济一体化使得许多外国保健品企业陆续进驻我国，这些企业具有先进的管理经验和技术优势，再加上也注重产品的品牌营销，这对国内的保健品企业形成了强有力的竞争威胁，国内保健品企业迫切要进行有效的品牌战略，改善品牌形象，从而获取竞争优势。南京中科集团作为我国保健食品企业的十大峰会企业之一，迫切需要建立更加强大的品牌优势，同时作为江苏保健食品协会会长单位，有责任和义务帮助行业企业建立品牌，因此，以南京中科为例对其品牌战略进行研宄，这对于充实品牌战略相关理论，强化保健品企业的品牌形象，从而提高竞争力都具有较强的理论和现实意义。
本文通过运用品牌战略的相关理论，分析了南京中科品牌发展的优势、劣势、机遇和威胁，同时为南京中科的产品制定了有效的发展目标和战略，最后为南京中科品牌战略的实施提出了有效的保障措施。通过研宄，笔者认为，南京中科迫切需要树立更加强大的品牌战略，发展民族品牌营销战略。同时，通过SWOT分析可以看出南京中科具有独特的技术、科研和人才优势，需要在产品的定位、设计、推广以及营销中积极的打造世界一流的品牌，实现品牌优势。因此，将企业的产品打造成具有世界影响力的知名品牌应该是南京中科企业在品牌建设中所追求的总体目标。另外，南京中科集团必须要集中所具有的优势资源和力量打造具有鲜明特色的产品，通过这些产品的品牌推广，集体把这些品牌打造成保健品特定品类中的第一优势品牌，并不断的借助产品品牌的杠杆力，带动其它产品的市场销售。最后，品牌战略的实施需要企业进行各方面资源的协调和配合，因此，南京中科要想有效实现产品品牌战略，需要企业在资金、人员、管理以及文化等多方面进行更大的投入。相信伴随着人们对健康的日益重视，南京中科将会不断的抓住机遇，将品牌做大做强。
关键词：南京中科集团，品牌战略，保健品，公信力
ABSTRACT
From the perspective of the scale of China's health care products industry,the vastmajority of small and medium-sized enterprises, accounts for about 80%,and very fewlarge-scale enterprises. , combined with the weak research basis,in scientific research, thiscauses the variety, the phenomenon of the structural imbalance of health care products in ourcountry, health care products of special product life cycle is short, survival ability is very poor,also appeared a lot of low level repeated phenomenon, at the same time, false advertising,fake and inferior products are in the market,many enterprise managers attracted by the healthfood industry high returns,partial product marketing and advertising, on the improvement ofthe enterprise internal environment is ignored,also don't pay attention to the improvement ofproduct quality, resulting in China's health care products companies in the development ofbrand has a lot of problems. In addition, the international economic integration makes manyforeign health care products company in our country, these enterprises with advancedmanagement experience and technical advantages, combined with also pay attention to thebrand marketing of products,the domestic health care products companies formed a strongcompetitive threat, domestic health care products companies eager to for effective brandstrategy, improve brand image,so as to obtain a competitive advantage. Nanjing Zhongke as amember of the health care products companies in China,there are these problems,therefore,with the Zhongke in Nanjing as an example to study of its brand strategy, the related theory toenrich the brand strategy, brand image, improve healthcare companies to improvecompetitiveness has a strong theoretical and practical significance.
By applying related theory of brand strategy, this paper analyzes on the advantages of thebrand development of the division in Nanjing, weaknesses, opportunities and threats,and seteffective for Nanjing Zhongke of product development goals and strategies, and finally to theimplementation of brand strategy of the Zhongke in Nanjing effective protection measures areput forward. Through research, the author thinks that, the Zhongke in Nanjing is an urgentneed to establish consciousness of brand strategy, brand marketing strategy development. Canbe seen at the same time, through the SWOT analysis of Nanjing Zhongke has uniquetechnology,scientific research and talent advantages, need in product positioning, design,promotion and marketing of positive brand, realize the brand advantage. Therefore,theenterprise products into of the influence of national well-known brand should be pursued bythe enterprises in the construction of brand of the Zhongke in Nanjing overall goal. Inaddition,the Zhongke in Nanjing enterprise must focus on the advantages of resources andpower to build products with distinct features,through the brand promotion of the products,the brands collective turned into health care products industry advantage of brand, andconstantly with the help of product brand leverage, drive the sales of other products. Finally,the implementation of brand strategy to coordinate and cooperate the enterprise all aspects ofresources, therefore, the Zhongke in Nanjing to realize product brand strategy effectively,need to enterprises in the capital, personnel,management, and cultural aspects of support.
Believe that with people's increasingly attention to health, the Nanjing Zhongke will continueto seize the opportunity, will become bigger and stronger brand.
KEY WORDS: Nanjing Zhongke,Brand strategy, Health care products,Credibility
目录
1绪论
1.1选题背景及意义
1.1.1选题背景
1.1.2选题意义
1.2研究基本问题和方法
1.2.1研宄的基本问题
1.2.2研究方法与技术路线
1.3研宄内容和框架
1.3.1研宄内容
1.3.2研宄框架
1.4论文创新点
2相关理论基础
2.1品牌价值理论
2.1.1品牌价值的概念界定
2.1.2品牌价值的内涵探讨
2.2品牌形象理论
2.2.1品牌形象理论的总括说
2.2.2品牌形象理论的象征意义说
2.2.3品牌形象理论的个性说
2.2.4品牌形象理论的心理说
2.3品牌营销理论
2.3.1品牌营销的概念
2.3.2品牌营销整体模式探讨
2.4品牌战略方法和工具
2.4.1品牌战略方法
2.4.2品牌战略工具
3南京中科品牌战略分析
3.1企业及品牌发展概论
3.1.1企业概况
3.1.2品牌发展概况
3.2品牌SWOT分析
3.2.1优势
3.2.2劣势
3.2.3机会
3.2.4威胁
3.3品牌战略设计
3.3.1总体目标
3.3.2品类目矛不
3.3.3品类策略
4南足中科品牌战略保障措施
4.1 资金
4.1.1强化资金预算管理
4.1.2设置品牌战略应急专项资金
4.1.3加强成本控制
4.2人员
4.2.1加强人员培训
4.2.2引进外部人才
4.2.3建立有效激励制度
4.3 管理
4.3.1建立有效的组织管理体系
4.3.2加强品牌营销管理
4.4文化
4.4.1改变传统营销理念，培养品牌营销意识
4.4.2增加文化和品牌的契合度
5 结论
参考文献
致谢
