Researches on Service Marketing of Pharmaceutical Enterprises from the Perspective of Pharmaceutical Characteristics
- VernacularTitle:从药品的特殊属性谈医药企业的服务营销
- Author:
Yan CAO
;
Wei JIANG
;
Shiyu WU
- Publication Type:Journal Article
- Keywords:
Service characteristics;
Pharmaceutical enterprises;
Service marketing;
Strategy
- From:
China Pharmacy
1991;0(05):-
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE:To discuss what service marketing strategies the pharmaceutical enterprises in China should choose in the face of more and more fierce competition in pharmaceutical markets.METHODS:The service characteristics of both prescription drugs and over-the-counter(OTC)drugs were analyzed and new conceptions in pharmaceutical marketing such as the development and application of the service marketing were introduced as well.RESULTS&CONCLUSION:Di?versity,standardization,materialization are the right way the pharmaceutical enterprises should follow in the prescription drugs services;however,standardization,mechanics,brands are necessary for the OTC drugs services.
