结合制药行业的发展情况,就目前制药企业产品组合和品牌管理进行具体分析,并提出有针对性的建议。结合实例探讨制药企业在当前及未来市场竞争环境下产品组合和品牌战略的选择与实施途径,树立科学的品牌理念,壮大企业规模,提高企业产品质量和市场竞争力。 Combined with the development of pharmaceutical industry, the current pharmaceutical product portfolio and brand management to conduct a specific analysis and make targeted recommendations. This paper discusses the selection and implementation of product portfolio and brand strategy in the current and future market competition by combining with examples to establish a scientific brand concept, expand the scale of enterprises and improve the product quality and market competitiveness of enterprises.