| 医药营销模式的创新与DTC本土化研究 |
| |
| 引用本文： | 洪骏,申俊龙. 医药营销模式的创新与DTC本土化研究[J]. 南京中医药大学学报(社会科学版), 2005, 6(4): 242-245 |
| |
| 作者姓名： | 洪骏 申俊龙 |
| |
| 作者单位： | 南京中医药大学经贸管理学院,江苏,南京,210029 |
| |
| 摘 要： | 药品销售一直是社会上最具争论性的话题之一,但医药行业又是一个特殊行业,它关系到国民生命安全,关系到人类生存发展的问题,不能简单地把药品看成一般商品。现在我国的OTC(非处方药)上的营销功利性太强,没有考虑到行业特点,而美国的DTC模式有效地平衡了两者。利用六味地黄软胶囊上市之际,将DTC运用到实战中,从而给中国的OTC营销提供一点借鉴。
|
| 关 键 词： | 医药营销模式 创新 DTC 本土化 |
| 文章编号： | 1009-3222(2005)04-0242-04 |
| 修稿时间： | 2005-07-04 |
Innovation of Drug Marketing Modes and DTC Localization |
| |
| HONG Jun,SHEN Jun-long. Innovation of Drug Marketing Modes and DTC Localization[J]. Journal of Nanjing University of Traditional Chinese Medicine(Social Science), 2005, 6(4): 242-245 |
| |
| Authors: | HONG Jun SHEN Jun-long |
| |
| Abstract: | Drug marketing has been the most controversial topic.Since medical profession is a special one,concerning the safety and human survival,drugs should not be considered to be common products.In China,the utilitarian nature of DTC makes it impossible to consider vocational features whereas in the U.S.the DTC mode effectively ensures the balance between the two.The author tried to use DTC into the marketing of Liuwei Dihuang Pill,with a view to provide useful reference for DTC marketing in China. |
| |
| Keywords: | drug marketing mode innovation DTC localization |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
