我国制药业品牌运营策略研究

我国制药业品牌运营策略研究(12700字)
摘  要：制药行业是一个蕴涵着丰富价值的高潜力行业,它被誉为是“永不衰落的朝阳行业”,而且由于它与人类健康息息相关,它每次的新药诞生都会带来医疗界的治疗观念革新,使成百万计的患者深深受益。而由于制药行业的特殊性,使得制药企业的品牌战略实施颇具特色。通过对制药行业品牌运营策略的研究，了解我国现今制药业的现状，从品牌的产生,品牌价值的挖掘,到品牌策略的选择等等方面深入的分析制药行业品牌运营的问题。我国制药行业起步较晚,在全球跨国药业纷纷驻足中国药业市场的环境下,如何有效地运营品牌策略来增强我国制药企业的竞争力就成为了一个广泛关注的问题。
关键词：品牌；制药企业；运营策略；战略实施
 
China Brand Management Strategy of the pharmaceutical industry
Abstract: The pharmaceutical industry is a rich implication of high potential value of the industry, it is known as a "sunrise industry, never fading," and because it is closely related to human health, it will bring the birth of each new drug the medical profession treatment of the concept of innovation, so as to benefit millions of patients with deep. And because the pharmaceutical industry are unique, making the implementation of brand strategy pharmaceutical companies own characteristics. By the pharmaceutical industry operating strategy of the brand, to understand the status of our current pharmaceutical industry, generated from the brand, brand value of mining, to the choice of brand strategy, etc., in-depth analysis of the pharmaceutical industry brands operating problems. China's pharmaceutical industry started relatively late, after another stop in the global pharmaceutical multinational pharmaceutical market environment in China, how to effectively operate the brand strategy to enhance the competitiveness of China's pharmaceutical industry has become a widespread concern.
Keywords: brand；pharmaceutical companies；operating strategies； strategy implementation