| 医药企业善因营销策略探析 |
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| 引用本文： | 王淑玲,王恕. 医药企业善因营销策略探析[J]. 中国药房, 2005, 16(16): 1211-1212 |
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| 作者姓名： | 王淑玲 王恕 |
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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:探析医药企业的善因营销策略。方法:介绍善因营销理念,并结合实例对善因营销模式进行分析。结果与结论:医药企业通过选择合适的公益项目实施善因营销,可实现经济效益和社会效益的双赢。
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| 关 键 词： | 医药企业 善因营销 公益 |
| 文章编号： | 1001-0408（2005）16-1211-02 |
| 收稿时间： | 2005-01-08 |
| 修稿时间： | 2005-01-08 |
Analysis of Cause- related Marketing Strategy in Pharmaceutical Industry |
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| Wang Shuling,WANG Shu. Analysis of Cause- related Marketing Strategy in Pharmaceutical Industry[J]. China Pharmacy, 2005, 16(16): 1211-1212 |
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| Authors: | Wang Shuling WANG Shu |
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| Abstract: | OBJECTIVE:To analyze the cause-related marketing strategy in pharmaceutical industry.METHODS:The theory of cause-related marketing was introduced and the cause-related marketing pattern was illustrated with examples.RESULTS&CONCLUSION:Pharmaceutical enterprises can achieve win-win effect in both economic returns and social effects by selecting suitable public welfare projects and applying cause-related marketing. |
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| Keywords: | Pharmaceutical industry Cause-related marketing Public welfare |
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