临床诊断试剂产业是一个专业性很强的医用耗材产业,经过近20年的发展已经形成一定的规模,对已上市的临床诊断试剂品牌的成功建立和维护,也日益成为生产临床诊断试剂的企业占领市场、保持竞争优势不可或缺的方面。同时成功的品牌管理也成为企业延长产品生命周期,为企业创造财富的重要手段。本文在分析品牌管理在临床诊断试剂行业中的意义的基础上,就如何推进临床诊断试剂品牌管理提出了相关意见。 Clinical diagnostic reagent industry is a highly specialized medical consumables industry. After nearly 20 years of development, it has formed a certain scale. The successful establishment and maintenance of listed clinical diagnostic reagent brands has also increasingly become the enterprise that produces clinical diagnostic reagents Occupying the market, maintaining an indispensable aspect of competitive advantage. At the same time, successful brand management has also become an important means for enterprises to extend the product life cycle and create wealth for the enterprise. Based on the analysis of the significance of brand management in the clinical diagnostic reagents industry, this paper puts forward some suggestions on how to promote the brand management of clinical diagnostic reagents.