我国中药上市公司品牌资产主要影响因素初探(4)
[7] 徐柏颐. 中药品牌战略管理思考[J]. 时珍国医国药，2005， 16(5)：437.
[8] 刘洁，褚淑贞. 制药行业的品牌管理与价值测评[J]. 上海医药，2008， 29(6)：256.
[9] 谭巍，耿冬梅. 亟需重视大众传播对中医文化社会认同的影响研究[J]. 中外健康文摘，2010，10(26)：333.
Preliminary study on main impacting factors on brand equity of
listed traditional Chinese medicine companies
TAN Wei*， GENG Dongmei， RONG Xue， LI Zi， LIU Wei， YANG Li， XU Siqun， JIE Xiaoqian
(School of Management， Beijing University of Chinese Medicine， Beijing 100029， China)
[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 preresearch 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.
[Key words] listed traditional Chinese medicine company； brand equity； impacting factor
doi：10.4268/cjcmm20130936
[责任编辑 曹阳阳], 百拇医药(谭巍，耿冬梅，荣雪，李孜，刘伟，杨莉，徐思群，揭小倩)
[8] 刘洁，褚淑贞. 制药行业的品牌管理与价值测评[J]. 上海医药，2008， 29(6)：256.
[9] 谭巍，耿冬梅. 亟需重视大众传播对中医文化社会认同的影响研究[J]. 中外健康文摘，2010，10(26)：333.
Preliminary study on main impacting factors on brand equity of
listed traditional Chinese medicine companies
TAN Wei*， GENG Dongmei， RONG Xue， LI Zi， LIU Wei， YANG Li， XU Siqun， JIE Xiaoqian
(School of Management， Beijing University of Chinese Medicine， Beijing 100029， China)
[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 preresearch 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.
[Key words] listed traditional Chinese medicine company； brand equity； impacting factor
doi：10.4268/cjcmm20130936
[责任编辑 曹阳阳], 百拇医药(谭巍，耿冬梅，荣雪，李孜，刘伟，杨莉，徐思群，揭小倩)