I 摘要 近年来我国发布了一系列的政策来推动和促进中医药事业的发展，在各种政策的 支持和推动下，我国中医药事业在各个方面得到了快速的发展 。我国为了推动和促进 中医药事业的发展，先后出台了《中医药健康服务发展规划（2015-2020年）》《中药 材保护和发展规划（2015-2020年）》《中医药发展战略规划纲要 （2016-2030年）》 等相关的规划性文件，同时随着我国《中医药法》的颁布，也为我国中医药事业的发 展奠定了基础。在中医药事业的不断发展过程中，中药大健康产业成为我 国中医药事 业发展中最为主要的部分，同时也成为我国健康战略实施中的主要途径之一。LJ公司 作为LJ集团的子公司，其主要以中药生产为主营业务，具体来讲LJ公司主要从事 中 药饮片、中药保健品及中药化妆品的生产和销售。但是从目前LJ公司发展的实际情况 来看，公司在发展的过程中由于品牌意识不足，品牌建设不规范，导致公司市场竞争 力不 足，品牌价值不高，无法形成有效的产业链，所以，在大健康战略以及中药大健 康战略的实施中，LJ公司需要强抓机遇，强化品牌建设，进一步提升公司品牌价值， 提升公司市 场竞争力。 本文在LJ公司品牌建设的研究中，采用多种不同的方法对大健康背景下LJ公司 品牌建设的问题进行了分析和研究。具体来讲，在LJ公司品牌建设的分析和研究中采 用 相关的理论和模型，结合LJ公司的实际情况对公司品牌建设的各种问题进行了分析。 在宏观环境的分析中，从技术、政治、经济和社会四个方面对LJ公司的宏观环境进行 了分析 和探讨；在行业环境的分析中，从潜入进入者、替代品、买方讨价还价能力、 供应商讨价还价能力四个方面对LJ公司所处的行业环境进行了分析；同时，采用SWOT 分析方法对LJ 公司内外部环境进行了深入的探讨和分析；最后，结合LJ公司在品牌 建设方面存在的不足和问题，根据大健康背景下的机遇，提出了加强和强化LJ公司品 牌建设的相关对策和建 议。 通过本文的分析和研究得出，LJ公司在经营和发展的过程中，在品牌建设方面存 在一系列的问题和不足，具体表现为品牌战略不规范、定位不明确、传播缺乏针对性、 缺乏 品牌形象的维护以及全员品牌意识不高等各方面的问题和不足。为了解决LJ公司 在品牌建设方面存在的不足和问题，本文借助于SWOT分析方法得出LJ公司在品牌 建设方面应该采 用WO战略，在品牌建设方面需要充分利用好政策的支持优势、积累 的品牌知名度、市场机遇积极进行品牌建设。最后，希望通过对LJ公司品牌建设相关 问题的分析和研究能够在 一定程度上推动和促进LJ公司及行业品牌建设的发展。 关键词：中医药；大健康；品牌建设；LJ公司 ABSTRACT III ABSTRACT In recent years, my country has issued a series of policies to promote and promote the development of Chinese medicine. With the support and promotion of various policies, my country's Chinese medicine has achieved rapid development in all aspects. In order to promote and promote the development of Chinese medicine, China has successively issued "Chinese Medicine Health Service Development Plan (2015-2020)", "Chinese Medicine Protection and Development Plan (2015-2020)", "Chinese Medicine Development Strategic Planning Outline ( "2016-2030)" and other relevant planning documents, and with the promulgation of China's "Chinese Medicine Law", has laid the foundation for the development of China's traditional Chinese medicine. In the continuous development of Chinese medicine, the important big health industry has become the most important part of the development of Chinese medicine in my country, and it has also become one of the main ways in the implementation of my country's health strategy. As a subsidiary of LJ Group, LJ Company is mainly engaged in the production of traditional Chinese medicine. Specifically speaking, LJ Company is mainly engaged in the production and sale of Chinese herbal medicines, Chinese medicine health products and Chinese cosmetics. However, from the actual situation of the current development of the LJ company, due to the lack of brand meaning and non-standard brand construction in the development process of the company, the company's market competitiveness is insufficient, the brand value is not high, and an effective industrial chain cannot be formed. In the implementation of the strategy and the TCM health strategy, LJ needs to seize opportunities only, strengthen brand building, further enhance the company's brand value, and enhance the company's market competitiveness. In this paper, in the research of LJ's brand building, it uses many different methods to analyze and study the problems of LJ's brand building in the context of health. Specifically, the relevant theories and models are used in the analysis and research of LJ company brand building, and the various problems of company brand building are analyzed in combination with the actual situation of LJ company. In the analysis and research, in the analysis of the macro environment, the macro environment of the LJ company was analyzed and discussed from the four aspects of technology, politics, economy and society; in the analysis of the industry environment, from the infiltration of entrants and substitutes , Buyer bargaining power, supplier bargaining power four aspects of the analysis of the industry environment in which LJ company is located; using SWOT analysis method to conduct an in-depth 西北农林科技大学硕士学位论文 IV discussion and analysis of the internal and external environment of LJ company; combined with the presence of LJ company in brand building The shortcomings and problems, according to the opportunities in the context of general health, put forward relevant countermeasures and suggestions to strengthen and strengthen the brand building of LJ company. Through the analysis and research of this article, it can be concluded that LJ Company has a series of problems and deficiencies in brand construction in the process of operation and development. The specific performance is that the brand strategy is not standardized, the positioning is not clear, the communication is not targeted, and the brand image is lacking. Problems and deficiencies in various aspects such as maintenance and the low brand awareness of all employees. In order to solve the shortcomings and problems of LJ company in brand building, this article draws on the SWOT analysis method to conclude that LJ company should adopt WO strategy in brand building, and needs to make full use of policy support advantages and accumulated brand awareness in brand building 3. Market opportunities to actively carry out brand building. Through the analysis and research of LJ company brand building related issues, it can promote and promote the development of LJ company and industry brand building to a certain extent. KEYWORDS: Chinese medicine;Great health; Brand building; LJ company 目 录 I 目 录 摘要 ............... I ABSTRACT .............................. III 第一章 导论 ............................. 1 1.1 研究背景 ....................... 1 1.2 研究目的和意义 ........... 1 1.2.1研究目的 .............. 1 1.2.2研究意义 .............. 2 1.3 国内外研究动态 ........... 2 1.3.1 国外研究动态 ..... 2 1.3.2 国内研究动态 ..... 3 1.3.3 简要评述 ............. 5 1.4 研究内容和方法 ........... 6 1.4.1研究主要内容 ...... 6 1.4.2研究方法 .............. 7 1.5 研究框架 ....................... 7 第 二章 相关概念及理论基础 . 8 2.1相关概念 ........................ 8 2.1.1大健康 .................. 8 2.1.2品牌建设 .............. 8 2.2品牌建设理论 ................ 9 2.2.1品牌定位理论 ...... 9 2.2.2品牌传播理论 ...... 9 2.2.3品牌维护理论 .... 10 2.3品牌建设环境评价工具与模型 ................. 10 2.3.1SWOT分析法 ..... 10 2.3.2PEST分析法 ....... 11 2.3.3波特五力模型 .... 12 第三章 LJ公司品牌建设现状分析 ..................... 13 3.1咸阳LJ公司简介及组织 结构 ................... 13 西北农林科技大学硕士学位论文 II 3.1.1公司简介 ............ 13 3.1.2组织结构 ............ 13 3.2 LJ品牌发展历程 ......... 14 3.3LJ 公司品牌建设现状分析 ......................... 15 3.2.1名牌战略实施方面 ........................... 15 3.2.2品牌定位方面 .... 15 3.2.3品牌传播方面 .... 16 3.2.4品牌形象维护方面 ........................... 17 3.2.5品牌意识方面 .... 17 3.3LJ公司品牌建设存在的问题分析 ............. 18 3.3.1名牌战略实施不规范 ...........