品牌建设(国外英语资料).docVIP

品牌建设(国外英语资料) I believe in the pharmaceutical market, each pharmaceutical enterprises have a profound experience to the pressure of competition, China has more than 5000 pharmaceutical companies, including more than 90% small and medium-sized enterprises, in the production of goods, medicine 10000 kinds, and most non patented drugs and generic drugs, there are many varieties of the same production, some hundreds of dozens of varieties, hundreds of production at the same time, fierce competition remarkable. Due to lack of product difference, market homogeneity, makes a lot of companies have resorted to price war this weapon, to seek the market. Although the price competition can help enterprises to occupy part of the market, but also led to the loss of profits, but to make some GMP companies overwhelmed, survival or destruction of the severest problems placed in front of many pharmaceutical companies. Trends: from price competition to brand competition Price competition is a basic form of market competition, can bring some benefits to consumers, plays a great role in marketing, but because of the relationship between the life and health of consumers of drugs, the drug itself is a high risk of goods, goods in the premise of information asymmetry, the brand with the same price is the key factor affecting consumer purchase. OTC market is, of course, the brand consumer market. The active ingredient of a drug is, of course, an aspect of the sale. The brand is on the other hand. Even with the same elements, sales of different brands can be different. A good product, for consumers, has a strong cultural and psychological consumer value. Therefore, in OTC competition, to a large extent, brand competition. For prescription drugs, doctors living in the center plays a decisive role in the impact of sales, but with the anti commercial bribery efforts to increase their sales more and more difficult, the brand plays a more and more important role, and the OTC market is different, t