非处方药市场营销的新理念——情感营销  

A New Concept of Over-the-Counter(OTC)Drugs Marketing——Emotional Marketing

作　　者：陈璐[1] 康锦江[1] 张跃先[1] 

机构地区：[1]东北大学工商管理学院,沈阳市110004

出　　处：《中国药房》2005年第7期495-496,共2页China Pharmacy

摘　　要：目的:为竞争日益激烈的非处方药市场寻求一种全新的营销理念。方法:阐释情感营销概念,探讨其在非处方药市场营销环节上的应用。结果与结论:非处方药消费已进入情感阶段,利用情感营销,抓住患者的心理,用真情打动患者,可巩固其在商战中的地位。OBJECTIVE:To search a new concept of marketing for the dog-eat-dog OTC drug market.METHODS:The concept of emotional marketing was explained and the application of which in each link of the OTC drug marketing was ana-lyzed.RESULTS&CONCLUSION:The consumption of OTC drugs has come into to an emotional marketing stage.Adopting emotional marketing strategy,seizing consumer's psychology and moving customers by real affection can consolidate status of OTC drugs in the trade war.

关 键 词：非处方药 非处方药市场 情感营销 

分 类 号：F407.7[经济管理—产业经济] R956[医药卫生—药学]