| 我国医药企业营销模式的战略选择 |
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| 引用本文： | 王勇,姚燕萍,吴晓明. 我国医药企业营销模式的战略选择[J]. 中国药事, 2012, 26(5): 436-438 |
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| 作者姓名： | 王勇 姚燕萍 吴晓明 |
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| 作者单位： | 中国药科大学国际医药商学院,南京,210009 |
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| 摘 要： | 目的 探讨新医改背景下中国医药企业营销模式的战略选择.方法 解读新医改方案,对两家医药企业(扬子江药业和恒瑞医药)典型的营销模式进行比较分析.结果与结论 医药企业营销模式应顺应医药市场两级分化的趋势,借助商业渠道提升营销活力,通过专业培训提高人员素质.此外,开展营销推广时学术活动应与公益活动有机结合.
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| 关 键 词： | 医药营销 营销模式 营销战略 新医改 |
Strategic Selection of Marketing Model for Chinese Pharmaceutical Companies |
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| Wang Yong , Yao Yanping , Wu Xiaoming. Strategic Selection of Marketing Model for Chinese Pharmaceutical Companies[J]. Chinese Pharmaceutical Affairs, 2012, 26(5): 436-438 |
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| Authors: | Wang Yong Yao Yanping Wu Xiaoming |
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| Affiliation: | *(School of International Pharmaceutical Business,China Pharmaceutical University,Nanjing 210009) |
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| Abstract: | Objective To explore the strategic selection of marketing model for Chinese pharmaceutical companies under the background of the new health care reform.Methods Two typical marketing models of Jiangsu Yangtze River pharmaceutical and HengRui pharmaceutical company were compared by interpretation of the new healthcare reform plan.Results and Conclusion The results suggest that pharmaceutical companies should adapt to the polarization trend of pharmaceutical market,enhance the marketing vitality through commercial channels and improve personnel quality through professional training.In addition,academic activitiesshould be well combined with public welfare activities when marketing promotion activities are carrying out. |
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| Keywords: | pharmaceutical marketing marketing model marketing strategy new healthcare reform |
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