随着中国加入WTO,全球经济的一体化,品牌发展成为企业彰显自身市场地

位的重要体现,品牌战略成为企业核心竞争力的根本要素。在知识经济时代,品

牌成为引导消费的风向标。品牌作为投资手段,具有产业资本的价值;作为无形

资产,具有融资和清偿的功能;作为文化载体,是一个地区文化和软实力的重要

标志。现代经济的竞争就是品牌战略的竞争,国内外的著名企业,无一例外都将

品牌战略作为企业的首要发展战略。

二十一世纪经济社会发展重中之重的保健食品行业,虽然在中国的成长道路

才仅仅几十年的时间,但是行业的发展非常快速,消费者对于保健食品品牌美誉

度和认知度更加的明朗化,品牌效应在保健食品行业的重要性也越来越明显。江

苏AH生物科技公司就是中国目前保健食品公司中具有代表性的一员,它是国内

食用菌行业中较具影响力的国家级高新技术企业,主要是以食(药)用菌为原料,

进行保健食品的研发与销售。公司经过十年的发展,获得了较多的荣誉和市场知

名度,但是在市场竞争日趋激烈、产品同质化越来越严重的今天,如何保持持续

快速的势头,把企业做大做强,实现公司多元化的发展是一个亟需解决的问题。

本文通过文献的查阅,运用前沿的品牌、管理、营销理论,在对江苏AH生

物科技公司及其品牌发展历程进行回顾总结的基础上,对其品牌战略的确定及实

施进行了系统的分析。希望通过本文的研究能对江苏AH生物科技公司品牌发展

提供有益的帮助,同时也希望能为国内保健食品行业的良性竞争和发展提供一些

参考。

关键词:江苏AH生物科技公司品牌战略保健食品行业

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Abstract
硕士论文

Abstract

With China&39;s entry to the WTO and the globalization of economy, brand

development has become an important embodiment of an enterprise revealing their

own market position and brand strategy has become an important symbol of the soft

power of enterprise core competitiveness. The modern economic competition is the

competition of brand strategy. In the era of knowledge economy, brand has become a

guide for consumers . Brand, as a means of investment, has the capital value; as a

intangible assets, it has financing and settlement functions; as the carrier of cultural,it

is a symbol of the comprehensive power of a city.

Despite its history of mere decades, dietary supplement industry, a priority in

economic and social development in China in the twenty-first century, has gained

rapid development. Consumers have acquired more knowledge of the fame and

popularity of dietary supplements, with brand effect gaining increasing importance.

Jiangsu AH Biotechnology Co. Ltd. is a representative member of China&39;s dietary

supplement industry. As an influential high-tech enterprise in fungi industry,it focuses

on research, development and sales of dietary supplement with dietary or medical

fungi as raw materials. After ten years of development, the company has gained much

fame and popularity in the market. Yet, how to maintain the good momentum so as to

enlarge the business and to achieve diversification is an urgent question, with the

increasingly fierce market competition and the growing product homogeneity.

This paper, with literature research and the application of cutting-edge brand,

management, marketing theory, explores the development of Jiangsu AH

Biotechnology Company and its brand. It the analyzes the formarion and

implementation of its brand strategy,envisioning its fixture development and the

benign competition in domestic dietary supplement industry.

Key words: Jiangsu AH Biotechnology Company” brand strategy, dietary

supplement industry