| 浅谈比较广告在医药行业的使用策略 |
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| 引用本文： | 范象新,李野.浅谈比较广告在医药行业的使用策略[J].中国药房,2005,16(21):1611-1613. |
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| 作者姓名： | 范象新 李野 |
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| 作者单位： | 沈阳药科大学工商管理学院,沈阳市,110016 |
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| 摘 要： | 目 的:探讨比较广告在医药行业的使用策略。方法:分析比较广告的优点和不足,结合实例提出比较广告在医药行业的 使用策略。结果与结论:只有结合实际,合理选择策略且独辟蹊径、力图创新,才能真正发挥比较广告应有的作用。
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| 关 键 词： | 比较广告 医药行业 使用策略 |
| 文章编号： | 1001-0408（2005）21-1611-03 |
| 收稿时间： | 2005-04-22 |
| 修稿时间： | 2005-05-22 |
Strategy of Comparative Advertisement Use in Medical Profession |
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| FAN Xiangxin,LI Ye.Strategy of Comparative Advertisement Use in Medical Profession[J].China Pharmacy,2005,16(21):1611-1613. |
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| Authors: | FAN Xiangxin LI Ye |
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| Institution: | The College of Business Administration, Shenyang Pharmaceutical University, Shenyang 110016, China |
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| Abstract: | OBJECTIVE: To discuss the strategy of comparative advertisement use in medical profession. METHODS: The excellence and the shortcoming of comparative advertisement were analyzed in case study, and the strategy of comparative advertisement use in medical profession was put forward. RESULTS&CONCLUSIONS: The use of comparative advertisement in a practical, rational and innovative way helps advertisement to play its potentials. |
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| Keywords: | Comparative advertisement Medical profession Strategy |
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