【摘要】：藥品按照適應(yīng)癥、劑量及給藥途徑不同可以分為處方藥和非處方藥兩種。從2001年4月起,我國(guó)明令禁止處方藥在大眾媒體上發(fā)布廣告。這給我國(guó)處方藥的品牌傳播和營(yíng)銷帶來(lái)了很大的難度。隱性品牌傳播成為一種各方面比較感興趣的方法。本文利用文獻(xiàn)研究法、案例分析法、理論分析法對(duì)相關(guān)問(wèn)題進(jìn)行了研究,擬通過(guò)對(duì)處方藥大眾媒體隱性品牌傳播策略的構(gòu)建,給處方藥品牌傳播和營(yíng)銷提供一種新的借鑒。經(jīng)過(guò)研究,本文得出了以下結(jié)論——(1)任何品牌的成長(zhǎng)和經(jīng)濟(jì)利益的實(shí)現(xiàn)都要依賴于品牌的傳播,但我國(guó)的藥品管制政策又恰恰不允許處方藥在非常有影響力的大眾媒體上打廣告。在臨床推廣成本越來(lái)越高,藥品市場(chǎng)的臨床銷售份額越來(lái)越小的情況下,借鑒OTC藥品的太眾媒體推廣模式是處方藥品牌傳播和營(yíng)銷的一種趨勢(shì)。(2)目前,藥企傳播處方藥品牌,主要是通過(guò)專業(yè)醫(yī)學(xué)雜志,或者在大眾媒體上傳播企業(yè)品牌,進(jìn)而傳播藥品品牌。前者的影響力有限,后者的傳播又太間接,兩者的影響力整體來(lái)看比較弱。處方藥品牌傳播存在的問(wèn)題是大眾媒體處方藥品牌傳播受到限制、專業(yè)刊物對(duì)處方藥的品牌傳播乏力、企業(yè)品牌傳播對(duì)處方藥品牌傳播帶動(dòng)有限。(3)處方藥隱性品牌傳播多種途徑,包括產(chǎn)品廣告?zhèn)鞑?公益廣告?zhèn)鞑?事件營(yíng)銷傳播,地面延伸傳播,會(huì)議營(yíng)銷傳播等。比如,在廣告產(chǎn)品傳播方面又包括諧音型廣告、溫馨提示型廣告、美好祝愿型廣告、情景烘托型廣告等幾種隱性的品牌傳播形式。(4)處方藥隱性品牌傳播需要有一定的保障措施,將處方藥的隱性傳播轉(zhuǎn)化成品牌影響力和產(chǎn)品銷量。主要的幾點(diǎn)是：銷售模式從臨床模式為主轉(zhuǎn)變?yōu)镺TC模型；從重視醫(yī)院渠道轉(zhuǎn)變?yōu)橹匾暯K端,特別是藥店和社區(qū)；加大廣告的投放力度,增加廣告費(fèi)在市場(chǎng)投入中的比重為實(shí)現(xiàn)前兩點(diǎn)的成功轉(zhuǎn)變,還要建立一支有品牌意識(shí)的銷售隊(duì)伍。本論文的創(chuàng)新之處主要有兩點(diǎn)。(1)系統(tǒng)地整理出處方藥隱性品牌傳播的策略,提出切實(shí)可行的操作方法。(2)處方藥進(jìn)行隱性品牌傳播以后,要在銷售渠道和終端建設(shè)等方面進(jìn)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.72

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