论文部分内容阅读
“药品的消费障碍远高于普通消费品,利润率也是如此。”——这就是为什么昌荣传播机构能够依靠着医药行业服务的优势,发展成为中国最具影响力的本土广告公司的重要原因。中国有6700多家药业,上万个品种,日子好过的企业和品种不过百分之一而已。明显具有技术优势的品种是凤毛麟角,基本上都是低水平重复的仿制品,或是具有鲜明区域特性的中药品种。成功的企业(或品牌)大多是凭借历史传承、先入为主的优势,只有少数企业(或品牌)是依靠现代化的营销手段获得成幼的。通过现代化的营销策划、营销管理获得成功在大多数企业家心目中还是个新鲜事物,他们肥“吗丁啉”、“康泰克”看作是很难掌控的“营销品种”;当然,他们也不喜欢那种“赚一把就走”的短期企业行为。那么,有没有那种充分利用现有企业资源,边发展边学习,边学习边改进的营销模式呢? 从“斯达舒”、“排毒养颜胶囊”、“荣昌肛泰”、21金维他”等的成功轨迹帮助我们挖掘出一条中国式的成功之路——“精创意、大战略”,以战略引领创意,以创意凝聚战略,开创中国OTC的特色营销格局。
“The same is true for the profitability of pharmaceuticals, which have a much higher barrier to consumer spending than ordinary consumer goods.” - This is why Chang-wing agencies rely on the advantages of the pharmaceutical industry to become one of China’s most influential local advertising agencies. There are more than 6,700 pharmaceuticals and tens of thousands of varieties in China, but only one percent of the enterprises and varieties are better in the day. Clearly technical varieties are rare, are basically replicas of low-level replicas, or have distinct regional characteristics of traditional Chinese medicine varieties. Successful enterprises (or brands) are mostly based on historical inheritance and preconceived advantages. Only a small number of enterprises (or brands) are relying on modern marketing tools. Through modern marketing planning, the success of marketing management is still something new to most entrepreneurs, and they are considered “domitin” and “Contac” as difficult-to-control “marketing varieties”; of course, they also Do not like the kind of “earn a go” short-term business practices. So, is there any kind of marketing mode that makes full use of the resources of existing enterprises, while developing and learning while improving and learning? From “Stasu”, “Detox Yang Yan Capsule”, “Rongchang Anal Thai” The successful track of “helping us to find out a Chinese-style road to success -” fine creativity, grand strategy "to lead the creative strategy to creative cohesion strategy and create China OTC’s unique marketing pattern.