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阐述了中药企业微信公众号营销现状,认为我国中药企业存在品牌认知度低、品牌管理力弱、整合营销意识不足等问题,亟需借助微信作为载体探索有效的企业品牌形象塑造模式。提出中药企业利用微信塑造企业品牌形象的措施:加强品牌管理顶层设计,布局新媒体营销,建立专业运营团队、开展协作运营等,以增强企业品牌文化宣传,有效树立品牌形象,提升品牌竞争力。
This paper expounds the marketing status quo of WeChat public account of traditional Chinese medicine enterprises. It considers that traditional Chinese medicine enterprises have problems such as low brand recognition, weak brand management and insufficient integrated marketing awareness. Therefore, it is urgent to use WeChat as a carrier to explore effective corporate brand image shaping mode. Put forward the measures that Chinese medicine enterprises use WeChat to shape the brand image of the enterprise: to strengthen top management of brand management, layout new media marketing, establish professional operation team and carry out cooperative operation so as to enhance corporate brand culture promotion, establish brand image effectively and enhance brand competitiveness.