中药企业品牌竞争力影响因素研究

摘要

品牌竞争力是企业综合竞争力的决定性因素。目前，我国大部分中药企业在品牌文化、企业社会责任、品牌认知度、产品质量和安全性、技术创新能力及品牌管理能力等多个方面都存在着一定差距，市场竞争处于劣势。中药企业可采取强化企业社会责任意识、加强产品质量管理、塑造良好品牌形象、培育技术创新能力、推进中医药文化传播等措施，以有效提升品牌竞争力，更好地占领国内市场和走向国际市场。%Brand competitiveness is the decisive factor of enterprise competitiveness. Most TCM enterprises are weak in brand culture, community responsibility, brand recognition, product quality and safety, technological innovation capability and brand management, dis-advantageous for market competition. TCM enterprises could promote the brand competitiveness by enhancing community responsibility, tightening product quality management, building strong brand images, fostering technological innovation capability, and popularizing TCM culture in an effort to occupy domestic markets better and going global as well.