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同仁堂安宫牛黄丸营销策略研究

Yongfeng LAN,Ling XING, Ming WEI,Zhendong ZHAO

Chinese Medicine Modern Distance Education of China（2020）

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Abstract
为探索同仁堂(TRT)安宫牛黄丸(AGNHW)如何在复杂市场竞争情况下塑造品牌形象,扩大市场份额的营销策略.我们分析了TRT-AGNHW在产品定位、价格、渠道和销售所面临的问题,提出“一品一策”的营销策略,即一个品种一个单独政策,针对问题提出了TRT-AGNHW在产品定位、价格、渠道和销售方面的措施,以期为TRT-AGNHW市场挖潜、品牌推广奠定基础.
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