处方药隐性品牌传播策略研究

发布时间：2018-08-24 11:57

【摘要】：药品按照适应症、剂量及给药途径不同可以分为处方药和非处方药两种。从2001年4月起,我国明令禁止处方药在大众媒体上发布广告。这给我国处方药的品牌传播和营销带来了很大的难度。隐性品牌传播成为一种各方面比较感兴趣的方法。本文利用文献研究法、案例分析法、理论分析法对相关问题进行了研究,拟通过对处方药大众媒体隐性品牌传播策略的构建,给处方药品牌传播和营销提供一种新的借鉴。经过研究,本文得出了以下结论——(1)任何品牌的成长和经济利益的实现都要依赖于品牌的传播,但我国的药品管制政策又恰恰不允许处方药在非常有影响力的大众媒体上打广告。在临床推广成本越来越高,药品市场的临床销售份额越来越小的情况下,借鉴OTC药品的太众媒体推广模式是处方药品牌传播和营销的一种趋势。(2)目前,药企传播处方药品牌,主要是通过专业医学杂志,或者在大众媒体上传播企业品牌,进而传播药品品牌。前者的影响力有限,后者的传播又太间接,两者的影响力整体来看比较弱。处方药品牌传播存在的问题是大众媒体处方药品牌传播受到限制、专业刊物对处方药的品牌传播乏力、企业品牌传播对处方药品牌传播带动有限。(3)处方药隐性品牌传播多种途径,包括产品广告传播,公益广告传播,事件营销传播,地面延伸传播,会议营销传播等。比如,在广告产品传播方面又包括谐音型广告、温馨提示型广告、美好祝愿型广告、情景烘托型广告等几种隐性的品牌传播形式。(4)处方药隐性品牌传播需要有一定的保障措施,将处方药的隐性传播转化成品牌影响力和产品销量。主要的几点是：销售模式从临床模式为主转变为OTC模型；从重视医院渠道转变为重视终端,特别是药店和社区；加大广告的投放力度,增加广告费在市场投入中的比重为实现前两点的成功转变,还要建立一支有品牌意识的销售队伍。本论文的创新之处主要有两点。(1)系统地整理出处方药隐性品牌传播的策略,提出切实可行的操作方法。(2)处方药进行隐性品牌传播以后,要在销售渠道和终端建设等方面进行一系列的改革。
[Abstract]:Drugs can be divided into two categories according to indication, dosage and route of administration. Since April 2001, China has banned prescription drugs from advertising in the mass media. This brings great difficulty to the brand spread and marketing of prescription drugs in our country. Recessive brand communication has become a more interesting method in all aspects. This paper makes use of literature research method, case analysis method and theoretical analysis method to study the related problems, and through the construction of tacit brand communication strategy of prescription drug mass media, it provides a new reference for prescription drug brand communication and marketing. After research, this paper draws the following conclusions: (1) any brand growth and economic benefits are dependent on brand communication, But China's drug control policy does not allow prescription drugs to advertise in the very influential mass media. With the increasing cost of clinical promotion and the smaller and smaller share of clinical sales in the drug market, it is a trend of prescription drug brand communication and marketing to learn from the media promotion model of OTC drugs. (2) at present, drug companies spread prescription drug brands. Mainly through professional medical journals, or in the mass media spread corporate brands, and then spread drug brands. The influence of the former is limited, and the latter is too indirect. The problem with the spread of prescription drug brands is that the mass media are restricted in the spread of prescription drug brands, and professional publications are weak in the dissemination of prescription drug brands. Corporate brand communication has a limited impact on prescription drug brand communication. (3) prescription drug hidden brand communication means, including product advertising communication, public service advertising communication, event marketing communication, ground extension communication, conference marketing communication and so on. For example, in advertising product communication, it also includes homophonic advertising, warm and prompt advertising, good wishes advertising, situational advertising and other hidden brand communication forms. (4) prescription drug implicit brand communication needs certain protection measures. Turn the hidden spread of prescription drugs into brand influence and product sales. The main points are: changing the sales model from clinical mode to OTC model; from paying attention to hospital channels to attaching importance to terminals, especially pharmacies and communities; and increasing the intensity of advertising. Increase the proportion of advertising in the market investment to achieve the first two successful transformation, but also to establish a brand awareness of the sales force. There are two main innovations in this paper. (1) the strategy of tacit brand communication of prescription drugs is sorted out systematically, and the feasible operation method is put forward. (2) after the latent brand communication of prescription drugs, Must carry on a series of reforms in sales channel and terminal construction and so on.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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