论文部分内容阅读
名牌作为企业的财富其价值远远高于其有形价值。如美国可口可乐公司早在1967年,其可口可乐商标就价值30亿美元,最近评估已升至244亿美元,因而其经营人员不无自豪地说,即使可口可乐公司一夜之间化为灰烬,公司也可以从银行贷款予以重建,因为可口可乐这一商标牌子能够随时为公司带来滚滚财源。近十余年来我国医药企业在市场竞争中也出现了不少名牌,如“同仁堂”、“白云山”、“三九”、“丽珠”、“康泰克”等名牌,但更多的医药企业仍缺乏名牌意识,在商标注册使用中存在诸多问题,因而医药企业名牌战略是相当长时间内值得思考的问题。1 药品商标使用现状 名牌是指质量优异,信誉卓
The value of a brand name as a corporate wealth is much higher than its tangible value. For example, as early as 1967, the Coca-Cola Company in the United States had a Coca-Cola trademark valued at 3 billion U.S. dollars, and its recent assessment has risen to 24.4 billion U.S. dollars. Therefore, its operating personnel are proud to say that even if the Coca-Cola Company becomes an eclipse overnight, the company can also Refinance from bank loans, because Coca-Cola brand logo can bring financial resources to the company at any time. Over the past ten years, Chinese pharmaceutical companies have also appeared in the market competition with many famous brands, such as “Tongrentang”, “Baiyun Mountain”, “Sanjiu”, “Livzon” and “Contec”, but more. Pharmaceutical companies still lack brand awareness and there are many problems in the use of trademark registration. Therefore, the brand strategy of pharmaceutical companies is a question worth considering for quite a long time. 1 The status of the use of pharmaceutical trademarks Name brand refers to excellent quality, good reputation