药品网络视频营销策略的比较研究  

Comparative Study on the Strategies of Online Video Marketing of Drugs

作　　者：崔丽凡 潘月杰[2] 耿冬梅[3] 

机构地区：[1]北京搜狐新媒体信息技术有限公司,北京100084 [2]北京联合大学商务学院,北京100025 [3]北京中医药大学管理学院,北京100029

出　　处：《中国药房》2015年第10期1300-1302,共3页China Pharmacy

摘　　要：目的:为我国医药企业、尤其是中药企业采用新型营销手段提供参考。方法:对比分析两家企业(国内中药企业A与跨国企业B)的药品网络视频营销策略,包括1年内网络视频数量、传播广度、视频类型、推广主题、播放与评论数量。结果与结论:两家企业的网络视频以在线广告和种子视频为主,其中,B企业比A企业更重视网络视频营销,发布媒体分布更广,更侧重产品品牌方面的宣传(比A企业高16%)以及线上与线下活动的配合,具有更佳的传播效果(比A企业的网络视频播放次数平均值高出924次,评论数量均值高出8.4次)。建议中药企业在尝试网络视频营销手段时,视频内容方面应更注重企业品牌及中医药文化方面的传播,视频传播类型方面应更多应用种子视频、自制网络电影等形式,重点推出某几个短片或系列短片,通过精准营销降低成本。OBJECTIVE：To provide a reference for new marketing tools of Chinese pharmaceutical enterprises,in particular traditional Chinese medicine enterprises. METHODS：To compared and analyzed two enterprises＇ strategies of online video marketing of drugs within one year,it included the numbers,coverage,types,themes and the numbers of play and comments of the online videos（domestic traditional Chinese medicine enterprise A and transnational corporation B）were compared and analyzed. RESULTS CONCLUSIONS：The two enterprises＇ online videos were dominated by online advertising and seed videos. Compared with enterprise A,corporation B paid more attention to online video marketing,which meant it covered more media,and made more efforts（16% higher than that of enterprise A）in promoting the brand of products and in coordinating the online and offline activities,and it received a better effect（play times of online videos 924 higher,and average number of comments 8.4 higher than those of enterprise A）. When Traditional Chinese pharmaceutical enterprises attempt to take strategies of online video marketing,it is suggested that the contents of videos should be more relevant to the communication of corporate brand and traditional Chinese medicine culture,the types of videos should be preferably in the form of seed video or homemade network movie,and several or a series of short videos should be focused so as to reduce the cost by the precision marketing.

关 键 词：中药企业 网络视频 营销 策略 

分 类 号：R95[医药卫生—药学]