中药老字号品牌激活策略研究——以北京同仁堂为例

摘  要
中华老字号是我国的一种商业特色，是我们中华民族的瑰宝，是一种历史文化的积淀。中药老字号更是其中比较具有特色和代表性的一员。中药老字号，有着长则数百年，短则数十年的历史。北京同仁堂、杭州胡庆余堂、长沙九芝堂等一批批老字号以其独特的品牌魅力领导了中药数百年的发展，见证了中国中医药发展的兴衰成败。
但是，随着市场经济的蓬勃发展和经济全球化程度的提高，展现在消费者面前的产品和服务品牌云集，中药老字号产品和服务的“替代品”越来越多。中药老字号仍然绕不开发展的坎坷。中药老字号本身就是一个个历史悠久的品牌，在市场经济尚不发达的时候，这些品牌的建立更多是依赖老百姓的口碑。如今在这个信息爆炸的时代，品牌建设对于中药老字号的发展更是起到举足轻重的作用。我国的中药老字号品牌历史悠久需要我们为它注入新的活力，使其重获青春。品牌激活对中药老字号的作用不言而喻。
基于此，本文在对前人关于中药老字号品牌激活的研究成果的基础上，结合北京同仁堂的实际案例，分析了目前我国中药老字号在品牌建设中存在的问题，探讨了北京同仁堂的发展现状及在当前环境下存在的问题。争取发掘出一条适合中药老字号健康发展的道路，为振兴中药事业贡献一份力量。

关键词：中药老字号  品牌激活  北京同仁堂

Research on the Brand Activation Strategies of
Chinese Traditional Medicine Brand

——A Case Study of Beijing Tong Ren Tang
ABSTRACT
The traditional Chinese brand is a characterized business in China, it is a characterized treasure of our nation, and it is a historical and cultural accumulation. The traditional Chinese medicine brand is the one which is more distinctive and representative. The traditional Chinese medicine brand has a history as long as hundreds of years and as short as decades. Beijing Tong Ren Tang, Hangzhou Hu Qing Yu Tang, Changsha nine Shido and a number of groups of old Chinese medicine brand with its unique charm have led the development of traditional Chinese medicine for hundreds of years and they also witnessed the success or failure of the development of Chinese medicine in China.   
However, with the improvement of the booming market economy and economic globalization, there are so many product and service brands demonstrated in front of the consumer traditional Chinese medicine has so many "alternatives". The traditional medicine brands are still can not avoid the development of the ups and downs. While the market economy is not so developed, these brand building is more dependent on the people's reputation. Now in this world of information explosion, brand building for the development of traditional Chinese medicine plays a decisive role. We need to inject new vigor to the traditional Chinese brand to regain their youth. Brand activation on the role of traditional Chinese medicine is self-evident.   
This article is based on other predecessors' research achievements on traditional Chinese medicine brand and combining with Beijing Tong Ren Tang's actual case of the analysis of the current of traditional Chinese medicine brand of brand building and of its existence problem, and explore its development environment .We should fight to discover one suitable road for the healthy development of Chinese traditional  medicine in order to contribute to the revitalization of traditional Chinese medicine career.    
Key Words：Traditional Chinese Medicine Brand  Brand Activation  Beijing Tong Ren Tang

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