Significance of brand building of pharmaceutical enterprises

In the past two years, there have been three major events in the domestic marketing field. One is the price reduction of drugs 18; Second, the special rectification of pharmaceutical procurement rebates; The third is to curb one drug and treat multiple diseases. Pharmaceutical enterprises in China are facing great changes and differentiation. Strong enterprises will become stronger and stronger, and weak enterprises will eventually be eliminated. The marketing war in the next few years can be said to determine the life and death of many pharmaceutical companies.

After the market turmoil, China pharmaceutical enterprises? The strong are always strong, and the weak are weaker? The situation is becoming more and more obvious. Driven by market changes, the original unclear enterprise groups are producing huge fission advantages. Enterprises can take advantage of the opportunities brought by market changes to develop rapidly, and those enterprises that have not made achievements in any aspect will be shuffled out of the market as a result. One of the intangible forces is determining the fate of large and small enterprises, that is, brands, and enterprises that do not pay attention to brand cultivation are paying the price for it.

The pharmaceutical industry in China has experienced the competition of output, quality, price and service, and entered the era of brand competition. In order to survive in the increasingly fierce market competition, enterprises must strive to implement brand strategy and make every effort to build their own brands.

There are many definitions of brand, among which the most authoritative one is the definition of American Marketing Institute: brand is a name, term, logo, symbol or design, or their combination and application, with the purpose of identifying the products or services of a seller or a group of sellers and distinguishing them from those of competitors. As an intangible asset of an enterprise, brand mainly exists in consumers' consciousness and is understood and accepted by consumers in some way, thus improving their loyalty to products. What is one of the core of the brand? The sum of consumer experiences? .

1. brand is the main driving force for consumers to buy.

As a special commodity, people pay attention to its efficacy and safety, but consumers do not have the ability to judge the quality of drugs, so they turn their attention to brands, especially in a market with many similar varieties. Whether there is a brand or not and how the brand image is become the main indicators to judge whether consumers buy.

This is particularly evident in the OTC market: OTC drugs are the main products purchased by consumers themselves, and they are increasingly influenced by product brands when purchasing drugs. For example, the well-known Sanjiu brand, after its fist product Sanjiu Weitai established the dominance of stomach medicine, Sanjiu brand became a national well-known trademark, and then manufacturers successively introduced Sanjiu dermatitis flat ointment, Sanjiu Ganmao Ling, Sanjiu Cook Xiaoer Quick-acting Ganmao Granule, Sanjiu Shuanghuanglian and other drugs. Due to the brand effect of Sanjiu, these drugs were quickly recognized by consumers and achieved good market performance. This is the consumer-driven effect produced by the brand.

2. Brand is one of the core competitiveness of pharmaceutical enterprises.

First, strong brands can significantly improve their competitive advantage, and the characteristics of differentiation make it extremely difficult for opponents to imitate. A strong brand can prolong the product life cycle, and successful brand management can strengthen consumers' awareness of branded drugs and make them willing to consume the brands they accept, so that brand owners can gain a competitive advantage and get the maximum benefits.

Second, a strong brand can maintain the loyalty of consumers and is one of the most important sources of corporate wealth. Brand has become an important management tool. Once the belief that this brand can meet their needs is formed in consumers' minds, this belief can support them to continue to buy products of this brand and create long-term profits for enterprises.

Third, strong brands can influence consumers' attitudes and behaviors, which is conducive to the further interaction between enterprises and consumers. As consumers pay more and more attention to health, they are willing to know more about diseases and drugs. The process of brand building directly facing consumers provides a convenient and reliable way to publicize the efficacy of drugs, and also spreads the knowledge of disease treatment and medical progress to consumers. For example, since the late 1980s, Lilly Company of the United States has been listed successfully? The best solution? Since then, continuous publicity and education have greatly changed consumers' views and attitudes towards depression. They actively use drugs and no longer think that depression is a terrible disease that cannot be cured.