大健康产业发展背景下我国阿胶企业营销渠道创新研究  

作　　者：蔡萌[1] 陈丹丹[1] 

机构地区：[1]南京中医药大学经贸管理学院

出　　处：《现代营销（下）》2016年第8期74-75,共2页Marketing Management Review

摘　　要：近年来,随着经济的发展、医药行业环境的变化和国家政策的调整,医药企业的营销模式也不断变化,原有的营销模式已经不再适应企业的发展需要。本文基于原有阿胶营销渠道和营销模式,通过PEST、波特模型等方法分析阿胶市场营销现状,提出大健康产业发展背景下我国阿胶营销渠道的创新和发展路径,以期促进企业的可持续发展。In recent years, with the development of economy, the pharmaceutical industry environment change and the adjustment of national policy, the pharmaceutical enterprise marketing mode is also changing, the original marketing model is no longer meet the need of the development of the enterprise.This article is based on the original gelatin e-jiao marketing channels and marketing mode, using PEST , Potter model to analyze the marketing situation of the gelatin market, put forward the innovation and development way of China＇s e-jiao marketing channel under the View of Big-Health Industry, in order to promote the sustainable development of enterprises

关 键 词：医药企业 阿胶 营销渠道 创新 

分 类 号：F274[经济管理—企业管理]