摘要

伴随着社会经济发展和人民收入的提高，保健品成为越来越多的人选择的一种新的养生方式，江苏江山制药公司在作为新兴的保健品产业公司在经济发展中发挥着越来越重要的作用，本文整合营销理念和SOWT分析提出了江苏江山制药公司在不同发展阶段采用的品牌塑造战略：在最初发展阶段，取得保健品领先地位；在品牌地位巩固阶段，主打艾兰得VC品牌；在品牌延伸发展阶段，大力开拓海外市场。并结合江苏江山制药公司品牌塑造战略中存在的问题，提出了改进江苏江山制药公司的品牌营销发展战略对策。

关键词：江苏江山营销 SWOT 品牌形象塑造

Abstract

Along with the social economy development and the improvement of people’s income, health products become more and more people choose a new way of keeping in good health, jiangsu jiangshan pharmaceutical companies in the health care industry as a new company in economic development plays a more and more important role, this paper integrated marketing concept and SOWT analysis and put forward jiangsu jiangshan pharmaceutical company in the different development stages of the brand shaping strategy: in the initial stage of development, get health care products leading position; In the brand position consolidate stage, the main Allen have to VC brand; In the brand extension development stage, to the overseas market. And combined with jiangsu jiangshan pharmaceutical company branding strategy existing problems, this paper puts forward the improved jiangsu jiangshan pharmaceutical company brand marketing development strategy.

Keywords: jiangsu jiangshan marketing SWOT brand image molding

引言………………………………………………. 1

一、品牌形象塑造概述…………………………………. 2

（一）品牌的定义………………………………….. 2

（二）品牌形象…………………………………… 2

二、江苏江山制药有限公司品牌塑造发展历程………………… 5

（一）取得保健品领先地位…………………………… 5

（二）主打艾兰得VC品牌……………………………. 5

（三）大力开拓海外市场…………………………….. 5

三、公司品牌营销现状分析SWOT分析……………………… 6

（一）优势………………………………………. 6

（二）劣势………………………………………. 6