ABSTRACT
Questionnaire survey was conducted among thirty traditional Chinese pharmaceutical companies nationwide. We studied the following factors and how they impose the significance on the culture of big brands, namely, the policies, the access to market, the specialty of the product, the foundation of research, the market, the salesmanship, the resource insurance of product and the security. And these could be referred when the enterprises cultivate the big brands. The findings show that interviewees and different firms hold various opinions on the factors of culture of the big brands. The policies and the access to market always attract the most attention for the enterprises, and whether the product is classified into the catalogue of health insurance or into the basic medicinal directory plays a pivotal role in the development of big brand. The uniqueness of the product can be regarded as a natural advantage, the construction of team of academic experts is more and more emphasized on the development of the product, and the security of the product deserves increasing attention.