Comparative Study on Marketing-mix Strategy of 100 Well-known Brand Drugs both at Home and Abroad in Chinese Drug Market
- VernacularTitle:100个国内外知名药品品牌在我国市场的营销策略组合比较研究
- Author:
Ling SU
;
Wenlong HUANG
- Publication Type:Journal Article
- Keywords:
Drug;
Marketing strategy;
Mix
- From:
China Pharmacy
2007;0(34):-
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE:To provide references for domestic pharmaceutical enterprises in making marketing-mix strategy. METHODS: ?2 test was performed to analyze the numbers of the product strategy,price strategy,place strategy and promotion strategy included in marketing-mix strategy of 100 well-known brand drugs (74 domestic brand drugs versus 26 foreign brand drugs),and the regular patterns for the application of the strategies were summarized. RESULTS & CONCLUSIONS: There is great difference between domestic brand drugs and foreign brand drugs in product strategy and price strategy. In terms of product strategy,the foreign drug enterprises attach more importance to concept marketing strategy than domestic counterparts do;as for price strategy,the domestic drug enterprises prefer low price-high promotion strategy while the foreign counterparts prefer high price-high promotion strategy. However,the difference between Chinese drug enterprises and foreign counterparts in channel strategy and promotion strategy is non-significant.
