CAJ | 학술논문

品牌竞争力是企业综合竞争力的决定性因素。目前，我国大部分中药企业在品牌文化、企业社会责任、品牌认知度、产品质量和安全性、技术创新能力及品牌管理能力等多个方面都存在着一定差距，市场竞争处于劣势。中药企业可采取强化企业社会责任意识、加强产品质量管理、塑造良好品牌形象、培育技术创新能力、推进中医药文化传播等措施，以有效提升品牌竞争力，更好地占领国内市场和走向国际市场。
품패경쟁력시기업종합경쟁력적결정성인소。목전，아국대부분중약기업재품패문화、기업사회책임、품패인지도、산품질량화안전성、기술창신능력급품패관리능력등다개방면도존재착일정차거，시장경쟁처우열세。중약기업가채취강화기업사회책임의식、가강산품질량관리、소조량호품패형상、배육기술창신능력、추진중의약문화전파등조시，이유효제승품패경쟁력，경호지점령국내시장화주향국제시장。
Brand competitiveness is the decisive factor of enterprise competitiveness. Most TCM enterprises are weak in brand culture, community responsibility, brand recognition, product quality and safety, technological innovation capability and brand management, dis-advantageous for market competition. TCM enterprises could promote the brand competitiveness by enhancing community responsibility, tightening product quality management, building strong brand images, fostering technological innovation capability, and popularizing TCM culture in an effort to occupy domestic markets better and going global as well.