从药品的特殊属性谈医药企业的服务营销.pdfVIP

# # 从药品的特殊属性谈医药企业的服务营销 1Š 1 1 2 曹 燕 , 姜 卫, 吴世玉 , 陈世全 ( 11 华中科技大学同济医学院药学院, 武汉市 430030; 21 河南羚锐制药 股份有 公司, 新 县 4 65550) F40717; R956 C 100 1- 0408( 2005) 05- 0331- 03 目的: 探讨我国医药企业在市场竞争日益激烈的现状下的服 营销策略选择方法: 分析处方药品和非处方药品的服 特 性, 并介绍药品市场营销的新观念) ) ) 服 营销的发展及应用结果与结论: 医药企业的服 营销应针对处方药品走服 的差异 化有形化规范化道路; 针对非处方药品走服 的标准化技巧化品牌化道路 服 特性; 医药企业; 服 营销; 策略 Researches on Service Marketin of Pharmaceutical Enter rises from the Pers ective of Pharmaceutical g p p Characteristics CA O Y an , JIA N G Wei, WU Shiy u( Pharm aceut ical College, T ongji M edical College of Huazhong U niv ersit y o f Science and T echnolog y, Wuhan 430030, China) CHEN Shiquan( H e nan L ingrui Pharm aceut ical Co 1 L t d1, X inx ian 465550, China) ABSTRACT O BJECT IV E : T o discuss w hat ser vice mar keting st rate gies the phar maceutical e nt erpr ises in China should choo se in the f ace of m or e and mor e fierce co mpetition in pha rma ce ut ical mar kets 1 M ET HO DS: T he ser vice char acter istics of bot h pr escript io n dr ugs and ov er- t he- counter ( OT C) dr ug s we re analy ze d a nd new conceptions in phar maceutical mar keting such as t he dev elo ment a nd a lication of the serv ice m ar ke tin w ere intr oduced as w ell1 RESU LT S CO N CLU SI ON : Di- p pp g v ersity , standar dization, mate rialization ar e the right w ay the phar maceutical e nt erpr ises sho uld follo w in t he prescr iption dr ug s ser vices; how ev er, st andardizatio n, m echanics, br ands ar e necessar y for the OT C drug s ser vices 1 KEY WOR S Serv ice cha ract erist ics; P har maceutical e nt erpr ises; Ser vice mar keting ; Str ateg y ? 3 , ? , , ,