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。
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.
出处
《中国药事》
CAS
2012年第5期436-438,共3页
Chinese Pharmaceutical Affairs
关键词
医药营销
营销模式
营销战略
新医改
pharmaceutical marketing
marketing model
marketing strategy
new healthcare reform
