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| 非处方药市场营销的新理念——情感营销 | |
| 引用本文： | 陈璐,康锦江,张跃先. 非处方药市场营销的新理念——情感营销[J]. 中国药房, 2005, 16(7): 495-496 |
| 作者姓名： | 陈璐 康锦江 张跃先 |
| 作者单位： | 东北大学工商管理学院,沈阳市,110004 |
| 摘 要： | 目的:为竞争日益激烈的非处方药市场寻求一种全新的营销理念。方法:阐释情感营销概念,探讨其在非处方药市场营销环节上的应用。结果与结论:非处方药消费已进入情感阶段,利用情感营销,抓住患者的心理,用真情打动患者,可巩固其在商战中的地位。 |
| 关 键 词： | 非处方药 非处方药市场 情感营销 |
| 文章编号： | 1001-0408(2005)07-0495-02 |
| 修稿时间： | 2004-12-21 |
A New Concept of Over - the - Counter(OTC) Drugs Marketing--Emotional Marketing |
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| CHEN Lu,KANG Jinjiang,ZHANG Yuexian. A New Concept of Over - the - Counter(OTC) Drugs Marketing--Emotional Marketing[J]. China Pharmacy, 2005, 16(7): 495-496 | |
| Authors: | CHEN Lu KANG Jinjiang ZHANG Yuexian |
| Abstract: | OBJECTIVE:To search a new concept of marketing for the dog-eat-dog OTC drug market.METHODS:The concept of emotional marketing was explained and the application of which in each link of the OTC drug marketing was ana-lyzed.RESULTS&CONCLUSION:The consumption of OTC drugs has come into to an emotional marketing stage.Adopting emotional marketing strategy,seizing consumer's psychology and moving customers by real affection can consolidate status of OTC drugs in the trade war. |
| Keywords: | OTC OTC drug market Emotional marketing |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ | |