醫療器材製造企業如何成就品牌的價值 ─以A公司為例

Abstract

品牌價值是品牌的主體部分，它讓消費者明確、清晰地識別並記住品牌的利益點與個性，是驅動消費者認同、喜歡乃至愛上一個品牌的主要力量。對於現代企業而言，價值是品牌的終極追求，是品牌開始行銷活動的起點，一切行銷活動都應以提高品牌價值為核心目標，實現品牌價值的最大化。對於醫療器材製造業而言，其有著廣闊的市場發展潛質，並且也面臨著激烈的市場競爭，只有企業賦予品牌巨大的價值，才能在市場競爭中處於優勢地位、立於不敗之地，才能更好地實現品牌的生存和發展。 基於此，本文圍繞醫療器材製造業如何成就品牌的價值開展研究，選擇A公司作為案例，A公司深耕醫療器材製造業多年，具有良好的品牌信譽與口碑，主要以醫療一次性手套為核心產品，產品獲得美國、歐盟、日本、中國等諸多國家認可。在開展研究的過程中，主要採取了文獻資料法、問卷調查法、訪談法等多種方式，以效用價值理論、品牌共鳴模型作為基礎，通過分析A公司品牌價值主張，探討A公司品牌價值建設與轉型面臨的問題，認為正是由於品牌識別力不強，顯著度存在不足；品牌功效相對單一，售後服務有待提升；品牌安全認知偏差，品牌認同感亟需增強；品牌情感共鳴不足，行動推薦有限等問題的存在，導致A公司的品牌價值沒能充分發揮。 在未來的發展過程中，A公司需要借助優化品牌標識，豐富品牌展示機會；豐富品牌產品功效，提高售後服務品質；糾正品牌安全認知偏差，增強品牌認同感；建立品牌情感共鳴通道，鼓勵客戶推薦產品等一系列方式，克服A公司品牌轉型面臨多樣性問題，助力A公司建立優質的品牌價值，確保在市場競爭中處於優勢地位。A公司需要建立長遠的發展目標規劃，意識到品牌建設是一個漫長的過程，從而在日常經營與服務的過程中時刻以品牌建設為核心，逐步提升外界對A公司的品牌感知，並且樹立優秀的品牌形象，以此助力A公司取得更好的發展。

Brand value is the essence of a brand, enabling consumers to clearly distinguish its core benefits and unique personality. It is the driving force behind consumer recognition, preference, and ultimately, deep loyalty. For modern enterprises, maximizing brand value is not just a goal but the foundation of all marketing efforts. In the highly competitive medical device manufacturing industry, which holds vast growth potential, a brand’s value is the key to gaining a lasting competitive advantage, ensuring both survival and long-term success. This study examines the creation of brand value in the medical device sector, with a focus on Company A, a market leader in disposable medical gloves that has earned widespread recognition in the U.S., EU, Japan, and China. By employing a combination of literature review, surveys, and interviews, and drawing from the Utility Value Theory and Brand Resonance Model, the research identifies critical challenges in Company A’s brand development. These challenges include insufficient brand recognition, limited visibility, narrow product functionality, underdeveloped after-sales services, misaligned safety perceptions, and a lack of emotional resonance with consumers—issues that have kept the company from fully capitalizing on its brand potential. To address these challenges, the study proposes a range of strategic solutions: strengthening brand identity, expanding opportunities for brand exposure, diversifying product functionality, enhancing after-sales service quality, correcting misconceptions about brand safety, and fostering deeper emotional connections with consumers to enhance loyalty and advocacy. By embracing these strategies, Company A can successfully navigate its brand transformation, positioning itself with a stronger brand value and gaining a sustainable competitive edge in the marketplace. Looking forward, Company A must adopt a long-term perspective, recognizing that brand building is a continuous, iterative process. By making brand development a central focus of its daily operations, the company can gradually enhance its public image, foster stronger brand loyalty, and build a distinguished brand identity, setting the stage for enduring growth and success.