Marketing Strategy Analysis of 100 Well-known Drug Brands
- VernacularTitle:100个知名药品品牌市场营销战略分析
- Author:
Ling SU
;
Wenlong HUANG
- Publication Type:Journal Article
- Keywords:
Drug;
Brand;
Marketing;
Strategy;
Pharmaceutical enterprises
- From:
China Pharmacy
2007;0(28):-
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE:To provide reference for the selection of marketing strategy for post-marketing drugs.METHODS:?2 test was employed to analyze the number of 4 marketing strategies(flank attack strategy,guerrilla strategy,defensive strategy and attack strategy)used for the 100 well-known drug brands(74 from domestic versus 26 from abroad),meanwhile the regular marketing strategies for the domestic vs.foreign drug enterprises and for the OTC drugs vs.prescribed drugs were analyzed.RESULTS & CONCLUSIONS:There were significant differences between domestic and foreign pharmaceutical enterprises in the use of guerrilla strategy and attack strategy,20 of the domestic brands(27.03%)vs.none of the foreign brands used guerrilla strategy(0.00%),however,the foreign enterprises prefer attack strategy than domestic enterprises(14 foreign brands(53.85%)vs.13 domestic ones(17.57%)).There were no significant differences between domestic and foreign brands in the application of flank attack strategy and defensive strategy,the same is true between OTC and prescription drugs in the four strategies mentioned above.
