药品网络视频营销策略的比较研究

发布时间：2018-06-12 08:19

本文选题：中药企业 + 网络视频　；参考：《中国药房》2015年10期

【摘要】：目的:为我国医药企业、尤其是中药企业采用新型营销手段提供参考。方法:对比分析两家企业(国内中药企业A与跨国企业B)的药品网络视频营销策略,包括1年内网络视频数量、传播广度、视频类型、推广主题、播放与评论数量。结果与结论:两家企业的网络视频以在线广告和种子视频为主,其中,B企业比A企业更重视网络视频营销,发布媒体分布更广,更侧重产品品牌方面的宣传(比A企业高16%)以及线上与线下活动的配合,具有更佳的传播效果(比A企业的网络视频播放次数平均值高出924次,评论数量均值高出8.4次)。建议中药企业在尝试网络视频营销手段时,视频内容方面应更注重企业品牌及中医药文化方面的传播,视频传播类型方面应更多应用种子视频、自制网络电影等形式,重点推出某几个短片或系列短片,通过精准营销降低成本。
[Abstract]:Objective: to provide reference for Chinese pharmaceutical enterprises, especially traditional Chinese medicine enterprises, to adopt new marketing methods. Methods: the marketing strategies of drug network video in two enterprises (domestic traditional Chinese medicine enterprise A and multinational company B) were compared and analyzed, including the number of online video, the spread of video, the type of video, the promotion theme, the number of broadcast and comment in one year. Results & conclusion: online advertising and seed video are the main types of online video in the two enterprises. Enterprise B pays more attention to network video marketing than enterprise A, and distributes media more widely. More emphasis on product brand promotion (16 times higher than A enterprise) and online and offline activities, with a better communication effect (924 times higher than the average number of times of video playback, comments 8.4 times higher than the average number of comments. It is suggested that traditional Chinese medicine enterprises should pay more attention to the dissemination of enterprise brand and traditional Chinese medicine culture in the aspect of video content when they try network video marketing means, and should use more seed video and self-made network film in the aspect of video communication type. Focus on the introduction of a number of short films or series of short films, through precision marketing to reduce costs.
【作者单位】：北京搜狐新媒体信息技术有限公司;北京联合大学商务学院;北京中医药大学管理学院;
【分类号】：R95

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