中国中药杂志

2013, v.38(09) 1442-1446

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我国中药上市公司品牌资产主要影响因素初探
Preliminary study on main impacting factors on brand equity of listed traditional Chinese medicine companies

谭巍;耿冬梅;荣雪;李孜;刘伟;杨莉;徐思群;揭小倩;
TAN Wei,GENG Dong-mei,RONG Xue,LI Zi,LIU Wei,YANG Li,XU Si-qun,JIE Xiao-qian(School of Management,Beijing University of Chinese Medicine,Beijing 100029,China)

摘要(Abstract):

品牌资产是中药企业的宝贵无形资产,中药上市公司是中药企业的优秀代表,最有希望培育出优秀国际药业品牌。如何正确评估中药上市公司的品牌资产,目前还缺少比较系统的研究。为了探明影响我国中药上市公司品牌资产的主要因素,该研究采用结构化开放式提纲预调研和封闭式问卷调研2种实地调查方法进行提炼和验证,并在调查分析的基础上,对如何保护和提高品牌资产提出了一些建议。以期为中药上市公司提升品牌管理水平提供借鉴,并对中药行业的品牌理论发展做出有益的探索。
The brand equity is valuable intangible assets of traditional Chinese medicine companies,who are excellent representatives of traditional Chinese medicine enterprises and the most promising ones to good international medicine brands.However,there is still no systematic study on how to correctly evaluate the brand equity of listed traditional Chinese medicine companies at present.To make it clear,the main impacting factors on brand equity of listed traditional Chinese medicine companies,both structured open outline pre-research and closed questionnaire research were adopted for the field survey,and some suggestions for how to protect and enhance the brand equity were also presented on the basis of survey and analysis,in the hope of improving the brand management level of listed traditional Chinese medicine companies,and making a beneficial exploration for the development of brand theory of the traditional Chinese medicine industry.

关键词(KeyWords): 中药上市公司;品牌资产;影响因素
listed traditional Chinese medicine company;brand equity;impacting factor

Abstract:

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基金项目(Foundation): 国家中医药管理局重点学科项目;; 北京中医药大学中青年教师项目(JYB22-JS024)

作者(Author): 谭巍;耿冬梅;荣雪;李孜;刘伟;杨莉;徐思群;揭小倩;
TAN Wei,GENG Dong-mei,RONG Xue,LI Zi,LIU Wei,YANG Li,XU Si-qun,JIE Xiao-qian(School of Management,Beijing University of Chinese Medicine,Beijing 100029,China)

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