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美国著名品牌专家Larry Light曾说过说：“未来的营销是品牌的战争，即品牌互争长短的竞争。拥有市场比拥有工厂更重要，而拥有市场的唯一途径就是拥有强势的品牌。”同样，在医药市场，企业间的竞争由价格竞争进而上升到品牌竞争亦是一个必然的趋势品牌对企业的生存和发展至关重要。

American famous brand experts have said Larry Light, said: "The future of marketing is the brand of the war, namely the length of interpleader brand competition. Owns the market is more important than having the factory, but with the market the only way is to have a strong brand." Equally In the pharmaceutical market, competition among enterprises rose from price competition to brand competition and thus also is an inevitable trend in the brand of the enterprise's survival and development. According to the United Nations Industrial Programme (WFP) statistics, the global total of 85,000 brands, although the proportion of well-known brands less than 3%, but over 40% of the world market share, brand sales accounted for 50 global sales %. In the pharmaceutical industry, the brand, but also makes like Pfizer, Johnson & Johnson and other famous enterprises, able in today's highly competitive pharmaceutical environment is still invincible. With the deepening medical reform, China has entered the era of pharmaceutical brands in today's highly competitive pharmaceutical market, in order to occupy a certain position in the market will need to start from the brand's positioning, reform the existing brand pharmaceuticals, pharmaceutical brands the image of the construction delay.

国内现有的制药企业花大的经费在医药产品的更新上，忽视了品牌形象的建立，对品牌形象的建设存在的误区:品牌认知模糊，违背消费者的需要，盲目的效仿知名的医药包装；误将名牌等同于品牌，认为名牌就是品牌，错误的将两者画上等号。

Existing domestic pharmaceutical companies spend big money on an update on pharmaceutical products, ignoring the brand image building, brand building for the presence of errors: brand awareness vague, contrary to the needs of consumers, blindly follow the well-known pharmaceutical packaging; mistakenly brand equivalent to the brand, that brand is the brand, wrong to equate the two; mistaken sales of the brand, a brand image building, you need layers of depth, strategic positioning, pharmaceutical packaging visual corporate culture promotion, sales and design scene, a simple sales does not bring these plans into account. So this thesis shallow slightly from observational studies Chinese medicine brand image design, and from the theoretical concept, development status problems start, the brand image design of the importance of the pharmaceutical companies made an attempt.

VIS design of English called Visual Identity System, Chinese full name: corporate visual identity system. It is through tangible, concrete symbol of visual communication systems intangible business ideas spread to the community, in order to achieve the purpose of establish a corporate image. VIS design contains the basic elements of the basic and applied elements of two parts. Basic elements include company name, company logo, corporate standard word, corporate special typography, corporate standard colors, symbol of enterprise modeling graphics, corporate promotional posters and slogans, a combination of the basic elements of the portfolio requirement, the basic elements of organizational system font design, subsidiary Elements such as special fonts, symbol graphics applications. Application elements include enterprise products, things, supplies, office furniture, equipment, signs, banners, signage, building exterior, transportation, clothing uniforms, product packaging, product display, advertising, and ot本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。