中药企业微信营销信息分类分级管理模式初探  

A Preliminary Study on Classification and Hierarchical Management of WeChat Marketing Information for Traditional Chinese Medicine Enterprises

作　　者：陈宁[1] 游江南[1] 李祺[1] 汪晓凡[1] CHEN Ning;YOU Jiang-nan;LI Qi;WANG Xiao-fan(School of Management,Beifing University of Chinese Medieine,Beijing 100029,China)

机构地区：[1]北京中医药大学管理学院,北京100029

出　　处：《中医药导报》2018年第18期130-133,共4页Guiding Journal of Traditional Chinese Medicine and Pharmacy

基　　金：北京中医药大学科研发展基金项目<我国中药产业品牌战略实施中的政策支持研究>(编号:2040072120015)

摘　　要：基于文献梳理引入信息分期、分类、分级管理理念,将中药企业微信公众号信息管理过程分为前、中、后3个阶段,以每个阶段的关键点为依据建立分类管理。把每个关键点的构成要素进行分解,并以用户问卷调查结果为划分依据,最终确定不同要素的重要级别。基于文献梳理及用户调查初步形成了中药企业微信公众号营销信息"三类三级"管理模式,为提升中药企业微信营销效果及管理效率提供借鉴。Based on the literature review, this paper introduces the concept of information installment management, classification management and hierarchical management. The management process of WeChat public information of traditional Chinese medicine enterprises is divided into three stages： early stage, middle stage and late stage, then establish classification management based on key points at each stage. In this paper, the constituent elements of each key point are decomposed and based on user questionnaire survey results, the important level of different factors is finally determined. Based on literature review and user survey initially formed the traditional Chinese medicine enterprise WeChat public marketing information management mode of ＂three kinds and of three levels＂ to improve Chinese traditional medicine enterprise WeChat provide beneficial reference for the marketing effect and efficiency of management.

关 键 词：微信营销 信息分级管理 中药企业 微信公众号 

分 类 号：R197[医药卫生—卫生事业管理]