论文总字数：18018字

摘 要

中医药文化是中华民族上千年传承下来的璀璨明珠，在我国有着非常深远的历史。中医在我国上千年的发展历史过程中发挥着重要的作用，尤其是在瘟疫的防治方面。在21世纪的文化经济时代下，市场化的竞争的越来越剧烈同时消费者对于健康需求也在不断变化，为了使中医药企业获得更多的市场认同感，将传承数千年的中医药文化融入企业，以此打造属于中医药企业特有的品牌文化，不仅传承了优秀的中医药文化，并且也开拓文化营销的渠道，重点在于提升企业产品文化的内在和塑造良好的品牌形象，通过良好的文化营销来推动企业又快又好的发展。

本文在市场营销组合理论、文化营销以及SWOT分析方法基础上，对Y中药股份有限公司现有的营销策略进行分析，得出Y中药股份有限公司在营销策略方面缺少传统文化营销策略。最后，针对当前国内中药企业在传统文化视角下营销策略的缺失，分别从产品、价格、渠道和促销4个方面提出合理的优化策略。

关键词：中医药企业；文化营销；营销策略

Research on marketing strategy of traditional Chinese medicine enterprises from the perspective of traditional culture

Abstract

Chinese medicine culture is a bright pearl inherited by the Chinese nation for thousands of years, and has a very far-reaching history in China. Traditional Chinese medicine plays an important role in the development of our country for thousands of years, especially in the prevention and treatment of plague. In the cultural and economic era of the 21st century, the market-oriented competition is more and more fierce, and the health needs of consumers are constantly changing. In order to make Chinese medicine enterprises gain more sense of market identity, Chinese medicine enterprises have to constantly tap the unique characteristics of Chinese medicine culture and shape enterprises, strengthen the investment in scientific and technological innovation of Chinese medicine, and open up channels for cultural marketing, The key point is to enhance the internal of product culture and build a good brand image, and promote the rapid and good development of enterprises through good cultural marketing.

Based on the marketing mix theory, cultural marketing and SWOT analysis method, this paper analyzes the existing marketing strategy of Y traditional Chinese Medicine Co., Ltd. and concludes that y traditional Chinese Medicine Co., Ltd. lacks traditional cultural marketing strategy in marketing strategy. Finally, in view of the lack of marketing strategies in the traditional culture perspective of the current domestic traditional Chinese medicine enterprises, the paper puts forward reasonable optimization strategies from four aspects: product, price, channel and promotion.

Keywords：Traditional Chinese medicine enterprise; Marketing strategy; Cultural marketing

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1 研究背景与意义 1

1.1.1研究背景 1

1.1.2研究意义 3

1.2研究现状 4

1.2.1研究思路 5

1.2.2研究内容 5

1.2.3研究方法 6

第二章 相关理论基础 7

2.1SWOT分析法 7

2.2市场营销组合理论 7

2.3文化营销 8

第三章 Y中医药公司案例分析 10

3.1 企业简介 10

3.2 SWOT分析 10

3.2.1优势 10

3.2.2劣势 11

3.2.3机会 11

3.2.4威胁 11

3.3 Y公司营销策略分析 12

3.3.1 价格策略 12

3.3.2 产品策略 12

3.3.3 渠道策略 12

3.3.4 促销策略 13

3.4 Y公司文化营销过程中存在的问题 13

3.4.1 Y公司人员不太了解文化营销 13

3.4.2 Y中医药企业在文化营销方面模式单一 13

3.4.3 Y公司未能结合本公司中医药文化进行营销 14

第四章 中医药企业营销的对策：文化的视角 15

4.1 实施文化营销的必要性 15

4.2 中医药企业文化营销策略 15

4.2.1 产品策略 15

4.2.2 价格策略 16

4.2.3渠道策略 16

4.2.4促销策略 16

结语 18

参考文献 19

致 谢 21

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