我国药品广告现存问题及改进策略研究

发布时间：2018-04-10 00:34

本文选题：药品广告　切入点：广告效益　出处：《沈阳药科大学》2005年硕士论文

【摘要】：近年来，药品广告包括医药保健品广告已经成为媒体广告的重要组成部分，同时药品广告在医药企业销售费用中所占的比重也逐年提高。但在风光的药品广告背后，却存在着诸如广告投入与广告效果不协调，高投入导致研发无力等问题。在国际跨国医药集团纷纷进入我国医药市场的情况下，我国医药企业广告存在的问题将更加突出，如不改进将直接影响我国医药企业的生存和发展。本文首先分析了我国药品广告的现状和存在的问题，接着从我国医药企业的广告战略、广告受体、广告诉求、表达方式、媒体、投放等方面结合实例提出建议和对策，以达到节约企业资源、充分发挥广告在促进产品的销售、树立品牌方面作用的目的。通过分析，本文认为应当正确设计广告战略、广告战略目标和广告策略，摆脱广告运作的盲目性、提高科学性；做好广告受众研究，使广告有的放矢，少做无效广告；正确地诉求，使广告更有效果；使用比较广告等行之有效的信息表达方式；重视包装广告这个最基本媒体和新兴的网络广告媒体运用，并且根据药品的周期合理安排广告媒体组合；发布时间上提倡减少广告发布的集中发布，提高广告发布的连续性，在发布地域上强调区域集中。总之，，药品广告要求在科学的战略安排下，在正确的产品生命周期内，在合适的媒体上，通过有效的表达方式，以恰当的频率向明确的广告受众发布正确的药品广告内容，才能获得预期效果。
[Abstract]:In recent years, drug advertising, including health products advertising, has become an important part of media advertising, and the proportion of drug advertising in the sales expenses of pharmaceutical enterprises has been increasing year by year.But behind the beautiful drug advertisement, there are many problems, such as the incongruity between the advertisement and the advertising effect, and the weakness of R & D caused by the high investment.With the international multinational pharmaceutical groups entering the Chinese pharmaceutical market one after another, the problems existing in the advertisement of Chinese pharmaceutical enterprises will become more prominent. If not improved, it will directly affect the survival and development of Chinese pharmaceutical enterprises.This paper first analyzes the current situation and existing problems of drug advertising in China, and then puts forward some suggestions and countermeasures from the aspects of advertising strategy, advertising receptor, advertising appeal, expression, media, delivery and so on.In order to save enterprise resources and give full play to the role of advertising in promoting product sales and establishing brand.Through the analysis, this paper thinks that we should design the advertisement strategy, the advertisement strategy target and the advertisement strategy correctly, get rid of the blindness of the advertisement operation, improve the science, do well the research of the advertisement audience, make the advertisement have the aim, do not do the invalid advertisement;To make the advertisement more effective; to use effective information expression methods such as comparative advertising; and to attach importance to the use of packaging advertising as the most basic media and the emerging network advertising media.According to the cycle of drugs, the advertising media combination should be arranged reasonably. In the release time, the centralized distribution of advertising should be reduced, the continuity of advertising should be improved, and the regional concentration should be emphasized in the distribution area.In a word, under the scientific strategic arrangement, in the right product life cycle, in the right media, through effective expression, the drug advertisement should be released to the definite advertising audience with the right frequency.In order to achieve the desired results.
【学位授予单位】：沈阳药科大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F713.8;F426.7

【引证文献】