| 我国制药企业营销创新策略研究 |
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| 引用本文： | 陈晶,李野,刘皓. 我国制药企业营销创新策略研究[J]. 中国药房, 2007, 18(10): 725-727 |
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| 作者姓名： | 陈晶 李野 刘皓 |
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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:为我国制药企业提升市场营销竞争力提供参考。方法:从目前我国药品消费者特征分析出发,提出我国制药企业市场营销创新的策略。结果与结论:我国制药企业应针对药品消费者特征采用理念创新、市场创新、产品创新、服务创新、组织创新等多种营销策略。
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| 关 键 词： | 制药企业 营销创新 策略 |
| 文章编号： | 1001-0408(2007)10-0725-03 |
| 收稿时间： | 2006-08-17 |
| 修稿时间： | 2007-02-06 |
Strategies of Marketing Innovation for Pharmaceutical Manufacturers in China |
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| CHEN Jing,LI Ye,LIU Hao. Strategies of Marketing Innovation for Pharmaceutical Manufacturers in China[J]. China Pharmacy, 2007, 18(10): 725-727 |
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| Authors: | CHEN Jing LI Ye LIU Hao |
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| Affiliation: | College of Business Administration of Shenyang Pharmaceutical University, Shenyang 110016, China |
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| Abstract: | OBJECTIVE:To study pharmaceutical marketing innovation strategies as a reference for Chinese pharmaceutical manufacturing enterprises to boost their marketing competitiveness.METHODS:Strategies for pharma marketing innovation were proposed through analyzing the characteristics of consumers in China.RESULTS & CONCLUSIONS:It is suggested that consumer-targeting marketing strategies,through innovation in idea,market,product,service and organization,be diversified and adopted by Chinese pharmaceutical manufacturers. |
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| Keywords: | Pharmaceutical manufacturing enterprises Marketing innovation Strategy |
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