Preliminary study on main impacting factors on brand equity of listed traditional Chinese medicine companies / 中国中药杂志
China Journal of Chinese Materia Medica
;
(24): 1442-1446, 2013.
Article
Dans Chinois
| WPRIM
| ID: wpr-294093
ABSTRACT
The brand equity is valuable intangible assets of traditional Chinese medicine companies, who are excellent representatives of traditional Chinese medicine enterprises and the most promising ones to good international medicine brands. However, there is still no systematic study on how to correctly evaluate the brand equity of listed traditional Chinese medicine companies at present. To make it clear, the main impacting factors on brand equity of listed traditional Chinese medicine companies, both structured open outline pre-research and closed questionnaire research were adopted for the field survey, and some suggestions for how to protect and enhance the brand equity were also presented on the basis of survey and analysis, in the hope of improving the brand management level of listed traditional Chinese medicine companies, and making a beneficial exploration for the development of brand theory of the traditional Chinese medicine industry.
Texte intégral:
Disponible
Indice:
WPRIM (Pacifique occidental)
Sujet Principal:
Médecine traditionnelle chinoise
/
Méthodes
Type d'étude:
Etude diagnostique
/
Recherche qualitative
Limites du sujet:
Humains
langue:
Chinois
Texte intégral:
China Journal of Chinese Materia Medica
Année:
2013
Type:
Article
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