Research on TCM Brand Building and Management

Abstract

With the coming of the brand competition period, Traditional Chinese Medicine （TCM） brand building and management has become a problem which must be faced and considered in the TCM industry. The paper analyzes the existing problems of TCM brand building and management, then establishes the model of TCM brand building and management combined with knowledge of brand strategic management and discusses four factors in the process of establishing the model, so that to guide the TCM enterprise to develop its own unique TCM brand successfully, to manage the brand properly, and finally to promote the progress of the whole enterprise.