[Preliminary study on main impacting factors on brand equity of listed traditional Chinese medicine companies].
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 pre-research 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.
School of Management, Beijing University of Chinese Medicine, Beijing 100029, China. tanwei0601@163.com
Wei
W
Tan
Dong-Mei
DM
Geng
Xue
X
Rong
Zi
Z
Li
Wei
W
Liu
Li
L
Yang
Si-Qun
SQ
Xu
Xiao-Qian
XQ
Jie
D006801:Humans; D008516:Medicine, Chinese Traditional / Q000379:methods*