基于认知神经机制的医药广告营销研究

发布时间：2018-06-26 00:56

本文选题：医药广告营销 + 功能性磁共振　；参考：《复旦大学》2012年硕士论文

【摘要】：随着我国社会经济发展水平的不断提高,医疗保健需求作为人们最重要的健康刚性需求,呈现出了巨大的发展潜力,已形成了正在高速增长的新兴市场。根据我国的相关法规,OTC药品和各类保健品可以通过市场销售渠道由消费者自主选择。因此,广告营销已成为促进OTC药品及保健品销售的重要手段,并引发了日益激烈的广告营销竞争,同时也带来了过度渲染、相互贬低、虚假宣传等一系列问题,导致消费者对上述广告的认知混乱和信任度的极大降低。根据我国监督管理的规定,医疗、药品及保健品的广告由卫生行政部门统一归口进行审核管理,本文将OTC药品和保健品的广告统称为医药广告。与一般的商品相比较,医药广告的设计及其营销策划具有显著的特殊性、专业性和复杂性,不仅要考虑到消费者的针对性需求及其选择性注意,还必须深入分析在相关专业性信息传播过程中消费者对广告的心理认知、信任与接受度,这些是医药广告营销策划项目管理中尚待研究与探索的重要课题,对于广告效果的评估及其优化设计具有重要的实际应用价值。本文根据作者从事医药广告营销策划的项目管理实践出发,首先对医药广告营销的特点及其存在的问题、国内外相关研究现状以及医药广告的营销理论与测评方法作了系统性分析和阐述。然后,根据作者亲自参与的导师所承担的国家自然科学基金重大研究计划项目的相关研究及大量的实验观测,从认知神经机制角度对医药广告营销的消费者心理认知机理作了探索性研究。基于前期研究中所提出的脑心理机制模型对医药广告营销的消费者购买心理模式和情感信息加工过程作了分析,并通过专门设计的f-MRI实验对上述过程中的脑功能活动及其情感反应特征进行了研究。在此基础上,作者提出了基于认知神经机制的医药广告营销新模式,并应用于医药广告营销策划的项目管理实践中,为上述广告营销管理的信息系统设计与开发提供了重要的参考。
[Abstract]:With the development of social economy in China, the demand for health care, as the most important rigid demand for health care, has shown great development potential and has formed a new market which is growing at a high speed. According to the relevant laws and regulations of our country, OTC drugs and various health products can be chosen by consumers through marketing channels. Therefore, advertising marketing has become an important means to promote the sales of OTC drugs and health products, and has caused increasingly fierce competition in advertising marketing. At the same time, it has also brought a series of problems, such as excessive exaggeration, mutual denigration, false propaganda and so on. Lead to consumer awareness of the above advertising confusion and trust greatly reduced. According to the regulation of supervision and management in our country, the advertisements of medical, medicine and health products are examined and managed by the administrative department of health. In this paper, the advertisements of OTC drugs and health products are referred to as medical advertisements. Compared with general commodities, the design and marketing planning of pharmaceutical advertisements are of remarkable particularity, professionalism and complexity, and should not only take into account the targeted needs of consumers and their selective attention. It is also necessary to deeply analyze consumers' psychological cognition, trust and acceptance of advertising in the process of dissemination of relevant professional information. These are important topics to be studied and explored in the project management of pharmaceutical advertising marketing planning. It has important practical application value for advertising effect evaluation and optimization design. According to the project management practice of the author engaged in pharmaceutical advertising marketing planning, this paper first analyzes the characteristics and existing problems of pharmaceutical advertising marketing. The domestic and foreign related research situation and the medicine advertisement marketing theory and the appraisal method has made the systematic analysis and elaboration. Then, according to the related research and a large number of experimental observations of the major research projects of the National Natural Science Foundation undertaken by the tutor personally involved by the author, From the perspective of cognitive neural mechanism, this paper makes an exploratory study on the psychological cognitive mechanism of pharmaceutical advertising marketing. Based on the brain psychological mechanism model proposed in the previous study, this paper analyzes the consumer purchase psychology model and the processing process of emotional information in pharmaceutical advertising marketing. The characteristics of brain function and emotional response were studied by f-MRI experiments. On this basis, the author puts forward a new model of pharmaceutical advertising marketing based on cognitive neural mechanism, and applies it to the project management practice of pharmaceutical advertising marketing planning. It provides an important reference for the design and development of the information system of advertising marketing management.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F274;TP18

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