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我国医疗器械企业品牌建设研究摘要I我国医疗器械企业品牌建设研究摘要公司的发展一定程度上取决其产品，但决定公司赢利能力的是企业品牌，过去那种简单的产品制造时代已变成历史。如果说营销使推销变得多余，那么品牌则使营销变得简单。今天，全球迅猛地发展使得产品已不再是竞争的焦点，有效而富有推动力的公司管理正致力于将普通的产品升格为品牌，因为品牌形象决定公司的地位，品牌战略已是公司的核心战略。本文研究我国医疗器械企业品牌建设。首先分析如何进行品牌建设？具体步骤为：评价品牌战略、设计品牌识别系统、实施品牌识别系统。这一系列分析为我国医疗器械企业品牌建设明确定位，也为品牌建设指明方向。当然品牌建设不是一朝一夕就能完成，其过程是复杂的，经历也会非常曲折，这需要坚持愿景下的不断创新、合理的资产配置及资金保证。本文系统分析医疗器械企业品牌建设现状及影响因素，成功借鉴国外先进经验，提出我国医疗器械企业品牌建设方案，如：具体品牌战略分析、独特品牌识别设计、新医改环境下自主品牌建设、全球化领导品牌建设。然后，讲述该方案在A公司的应用。最后，提出A公司品牌建设发展方向，即：深度挖掘我国市场、建立区域强势品牌；继续开拓发展中国家市场、建立海外销售渠道；寻找进入发达国家市场机会、建设全球领导品牌。关键词：品牌品牌建设医疗器械企业作者：指导老师：AbstractBrandConstructionResearchofChineseMedicalEquipmentIndustryIIBrandConstructionResearchofChineseMedicalEquipmentIndustryAbstractToacertainextent,thecompany'sdevelopmentdependsonproducts.However,thecompany'scorporatebranddecidestheprofitability.Thesimpleproductmanufacturingwayhasbecomeahistoricalera.Ifwesaythatmarketingmakesellingredundant,thenthebrandmakesmarketingeasier.Today,sucharapiddevelopmentmarketmakestheproductisnolongerthefocusofcompetition,effectiveandhighlydrivenmanagementiscommittingtoupgradethegeneralproductbrand,becausethebrandimagedeterminesthestatusofthecompany.Brandstrategyisthecompany'scorestrategy.ThispaperistostudybrandbuildingofChinesemedicalequipmentindustry.Thispapertriestoanalyzehowbrand-building?Concretestepsare:evaluationofbrandstrategy,designbrandidentitysystems,theimplementationofthebrandrecognitionsystem.ThisseriesofanalysisofChina'smedicaldeviceindustrydoesaclearposition.What’smore,itpointsthedirectionofbrand-building.Ofcourse,brandbuildingisnotcompletedquickly,whichhasacomplicatedprocess,andhasaverytortuousexperience.Whichneedtoadheretothevisionunderinnovation.Thispaperanalysisesthebrand-buildingstatusandinfluencingfactorsofmedicaldeviceindustry.Thispaperalsolearntheadvancedexperienceofforeigncountriessuccessfullyandputsforwardbrand-buildingprogramsofChina'smedicaldeviceindustry,suchas:strategicanalysisofspecificbrands,auniquebrandidentitydesign,ownbrand-buildingenvironmentofhisnewmedicalreform,globalleaderinbrandbuilding.Then,tellstheprogram'sapplicationintheAcompany.Finally,putsforwardtheAcompany'sbrandbuildinganddevelopmentdirections:deepminingtheChinesemarket,establishastrongregionalbrand;continuetodevelopmarketsindevelopingcountries,theBrandConstructionResearchofChineseMedicalEquipmentIndustryAbstractIIIestablishmentofoverseassaleschannels;lookingforaccesstomarketsofdevelopedcountriestobuildtheworld'sleadingbrands.Keywords:brand，brandbuilding，MedicalDevicesIndustryWrittenby:GongJianpengSupervisedby:LuoZhengying目录第一章绪论......................................................................................................................1一、研究背景.................................................................................................................1二、研究目的和意义.....................................................................................................2（一）研究目的......................................................................................................2（二）研究意义......................................................................................................2三、研究内容与框架.....................................................................................................3（一）研究内容......................................................................................................3（二）研究结构......................................................................................................4第二章品牌建设概述........................................................................................................6一、品牌理论的产生与发展.........................................................................................6（一）品牌定义与特征..........................................................................................6（二）企业品牌的作用..........................................................................................8二、品牌建设的重要性与意义.....................................................................................8（一）品牌建设定义..............................................................................................9（二）品牌建设重要性........................................................................................10（三）品牌建设意义............................................................................................10三、品牌建设设计与实施...........................................................................................11（一）品牌战略分析............................................................................................12（二）品牌识别系统设计....................................................................................15（三）品牌识别系统的实施................................................................................17第三章医疗器械企业品牌建设状况及影响因素分析..................................................20一、医疗器械企业发展现状.......................................................................................20（一）全球概况....................................................................................................20（二）我国医疗器械企业发展现状......................