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念慈庵:在现代化的香港售卖传统中药    
 
Product Ref: 03/185C Company: Nin Jiom Medicine Manufactory (HK)

Product Type: Case Industry: Pharmaceuticals & Biotechnology

Related Product(s): Teaching Note
Authors: Bennett Yim   Vincent Mak
香港品牌念慈庵以其旗舰产品"川贝枇杷膏"在本地为人熟悉,通过这个在药房及商店大量销售、为公司带来利润的传统中药,念慈庵数十年来一直顺利发展。2000 年代,香港急速现代化的消费文化和香港政府的新传统中药政策,令传统中药产品的制造商需要不断求变以适应逐渐改变中的经营环境。念慈庵一直对此加以注意,在2000年代早期更录得数亿港元的年度营业额,公司更能继续在海外及中国内地扩展业务。在香港政府、香港人甚至西方人都比前更注意传统中药的年代,念慈庵的产品如何融入这的形势?在现代化的香港,该公司如何保持成为成功的传统中药品牌?
Functional Area : Economics & Business Policy
Marketing

Issues: TCM as a modern industry; marketing TCM in modern Hong Kong; management of an age-old brand in Hong Kong
Length: 10 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
This is a part of The Trade & Industry Department SME Case Series
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