品牌建设视野下本土护肤品牌的发展策略研究

摘要

Brand building is an important way of brand growing and development.This paper discusses the development strategy of the local brand building： position differentia strategy to create the Chinese herbal medicine brands of national characteristics;inject traditional culture and design brand system well;increase efforts on research and development and innovate product categories and functions;establish the concept of quality and safety and a high-quality image of national brand;promote brand with multi-angle range through online advertising and microblogging;maintain brand equity and innovate the form of brand performance.%品牌建设是品牌培育和发展的重要途径。本文探讨了本土品牌建设的发展策略：差异化定位,打造民族特色的中草药品牌;注入传统文化,精心设计品牌识别系统;加大研发力度,创新产品类别和功能;树立质量安全观念,树立民族品牌高品质形象;借助网络广告和微博营销,多角度全方位进行品牌推广;维护品牌权益,创新品牌表现形式。