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1、THEBRANDCONSTRUCTIONANDMANAGEMENTOFHEALFORCECOMPANYAMasterThesisSubmittedtoUniversityofElectronicScienceandTechnologyofChinaMajor:BusinessAdministration(MBA)Author:huanghuaAdvisor:chaijunwuSchool:SchoolofManagementandEconomicsofUESTC摘要摘要随着科技的不断进步，尤其是在医学方面的进展突飞猛进，医学影像学为代表的医疗器械的迅猛发展，企业的品牌意识也在逐渐的
2、增强。近几年来，国内以LK公司为例的国内医疗器械行业都争相加快品牌管理和建设的进度，但是与国外该领域的强势企业之间还是难以相提并论。医疗器械行业的核心竞争力逐渐体现在品牌的竞争上，想要在行业的发展上取得优势，就必须打造国际知名的品牌，在社会上形成对于该品牌的公信力。本论文通过文献调研和深入实际，对LK公司HealForce品牌的建设策略和规划路线进行研究探讨，逐渐发现LK公司在品牌的打造上所存在的问题，并且，本文还综合了国际以及国内的医疗器械行业内优秀公司的品牌建设经验，去其糟粕，取其精华，收集这些企业的正确的管理方法和策略，并逐渐应用到本企业的决策中去。与此同时，通过与本企业的高
3、层管理人员的深入交流，以本企业的一些实际数据资料为依据，最终形成方案，帮助LK公司HealForce品牌的建设和管理，以期能引发整个医疗器械行业对于品牌建设的重视。关键词：LK公司；医疗器械；品牌建设IABSTRACTABSTRACTWiththeadvanceoftechnology,especiallytherapiddevelopmentinmedicine,therapidprogressinmedicaldevicerepresentedbymedicalimaging,enterprise’sbrandawarenesshasalsobeengraduallyenhan
4、ced.Inrecentyears,thedomesticmedicaldeviceindustryistryingtospeeduptheprogressofbrandmanagementandconstruction,suchasLK,butitisdifficulttocomparewithforeigncompany.Thecorecompetitivenessofthemedicaldeviceindustryisgraduallyreflectedinthebrand'scompetition,ifyouwanttohaveadvantageinthedevelopme
5、ntoftheindustry,itisnecessarytocreateaninternationallyrenownedbrand,andformthebrand'scredibilityinthesociety.Throughliteratureresearchingandin-depthpracticing,thispaperstudiesanddiscussesLiKang'sHealForceonbrandconstructionstrategyandplanningroute,andgraduallyfindstheexistingproblemsofLiKangin
6、brandconstruction,And,thispaperalsocombinesthebrandconstructionexperienceoftheoutstandinginternationalanddomesticmedicaldeviceindustry,goestoitsdregs,takesitsessence,tocollecttherightmanagementmethodsandstrategies,andgraduallyapplytothedecision-makingoftheenterprise.Atthesametime,throughdeepco
7、mmunicationwiththeseniormanagementofthisenterprise,andbasedonsomepracticaldataofthisenterprise,eventuallyformingschemetohelpLKatHealForcebrandconstructionandmanagement,andhopethiscancausethemedicaldeviceindustrytopayattentiontobrandcons
