处方药促销模式的对比分析  

Comparative Analysis of the Modes of Sales Promotion for Prescription Drugs

作　　者：褚淑贞[1] 赵学全[1] 

机构地区：[1]中国药科大学国际医药商学院,南京市210038

出　　处：《中国药房》2003年第11期649-652,共4页China Pharmacy

摘　　要：目的 :探讨我国医药企业在处方药促销上的发展趋势。方法 :从促销形式、促销人员及促销模式等方面对外资医药企业和内资医药企业加以对比分析。结果与结论 :外资医药企业促销模式比较成功 ,内资模式向外资模式转变是不可逆转的趋势。OBJECTIVE:To discuss the developing tendency of sales promotion of pharmaceutical enterprises for prescription drugs in China METHODS:A comparison was carried out between enterprises owed by foreign capital and those run through domestic capital in form,personnel and mode of sales promotion RESULTS & CONCLUSION:The modes run through foreign capital are comparatively successful and the domestic pharmaceutical enterprises ought to absorb the successful experience of modes run through foreign capital in order to be better

关 键 词：处方药 促销 外资模式 内资模式 

分 类 号：R97[医药卫生—药品] F713.50[医药卫生—药学]