Development Scheme of Corporate Brand in the Traditional Chinese Medicine Enterprises of Guangdong, Hong Kong and Macau: Explore the Behaviour of Applying Corporate Brand to Drugs ABSTRACT The idea of developing knowledge industry is raised by "The Outline of the Plan for the Reform and Development of the Pearl River Delta". It also promotes to enhance the collaboration among Guangdong, Hong Kong and Macau. Chinese Medicine Industry is a kind of the knowledge-driven industries. Previously, Guangdong, Hong Kong and Macau cooperated frequently and intended to establish the regional brand of Chinese Medicine. However, there should be some well-known enterprises such as Intel in Silicon Valley before the establishment of regional brand. Enterprise is the core in any industries, product-enterprise-industry are connected together. It is necessary to solve the coordination between product brand and corporate brand before establishing the regional brand. Product as one of the channels to promote corporate brand performs an important role. There are many pipelines shown on corporate brand. Some enterprises entitle their corporate name in products, such as Tong Ren Da Huo Le Wan; some add a word from corporate name to the products, such as Tai Lo; some establish the product name and corporate name by the same words. What are the factors to influence the behavior of utilizing the corporate brand in the product? The thesis is analyzed this question. The research reviews the literatures mainly on theory of brand extension and brand architecture; there is lack of theory special for pharmaceutical industry. Based on the theories, some hypotheses are raised. There are two main factors: enterprise characteristic (history, diversification, enterprise category, scale) and product characteristic (component category, prescription category, level of homo-competition). Case study as the methodology is used in this research. the Han Dien, Ji Chan, Bai Yun Shan, Di Ao, Tai Ji, Merck Sharp&Dohme(MSD) are interviewed as the samples in this research, and the three best-sale products in these corporations are raised to be compared. The result supports the hypotheses in the enterprise category, scale and level of homo-competition do influence the behavior of using corporate brand, and the hypotheses on component category and prescription category are supported under some specific conditions. And the hypotheses about history and diversification are not supported according the present result. Finally, the result is extended to the project of collaboration in Guangdong, Hong Kong and Macau. The thesis promotes to build the corporate brand combined the regional culture by collaboration among Guangdong, Hong Kong and Macau in order to set up the regional brand of Chinese Medicine. Keyword: brand extension, corporate brand, product brand IIH

《珠江三角洲地區改革發展規劃綱要(2008-2020年)》提出發展高科技產 業,另外還強調推進該地區與港澳的合作。中藥產業是高科技產業之一,粤港澳 過往在中藥領域上合作很頻繁,希望共建中藥區域品牌。然而,回顧具有產業群 的區域,如矽谷,都會存在一些優勢企業品牌的企業。企業是產業的“靈魂”,產 品 - 企業 - 產業它們是緊密相連的,要建立區域品牌,必須考慮企業品牌和產品 品牌的建立問題。 產品作為企業品牌宣傳的一個具有重要作用的途徑。但市場上出現了各式各 樣的利用企業品牌的情況。有的會用企業對產品進行冠名,像同仁大活絡丸;有 的會使用單字方式給產品進行命名,像太羅;還有的產品和企業名字一樣,像雲 南白藥,到底有什麼因素推動企業在藥品上運用企業品牌?本文對這個問題的影 響因素進行了考查和分析。 本研究首先闡述了品牌與產品,企業品牌和產品品牌之間的關系,並回顧了 主要的理論基礎。但目前的理論缺乏對制藥行業的考慮。根據文獻的回顧,本研 究提出了多個假設:影響企業在藥品上加入企業品牌這一行為的因素有兩大部 分,一是企業因素,包括企業歷史長短、多元化業務的類型、企業類型、企業規 模;二是產品因素,包括成分類型、處方類型、同質競爭激烈情況。 本文採用多案例單層面的定性研究方法,采訪了漢典集團、湖南華納大藥 廠、濟川集團、白雲山制藥總廠、地奧集團、太極集團、默沙東公司,並抽取企 業內銷量最好的三個產品進行橫向對比。結果顯示,企業類型、企業規模和同質 競爭激烈程度對藥品運用企業品牌的行為有影響,成分類型和處方類型在一定的 條件下也會對該行為產生影響。但目前的結果不支持企業歷史長短、多元化業務 類型對是該行為的影響因素。最後本文將研究結果整合到粵港澳課題,提出結合 區域文化來構建該區域的企業品牌,從而推動中藥區域品牌的發展。 關鍵詞:品牌延伸、企業品牌、產品品牌