本文選題：醫(yī)藥廣告營銷 + 功能性磁共振�。� 參考：《復(fù)旦大學(xué)》2012年碩士論文

【摘要】：隨著我國社會經(jīng)濟(jì)發(fā)展水平的不斷提高,醫(yī)療保健需求作為人們最重要的健康剛性需求,呈現(xiàn)出了巨大的發(fā)展?jié)摿?已形成了正在高速增長的新興市場。根據(jù)我國的相關(guān)法規(guī),OTC藥品和各類保健品可以通過市場銷售渠道由消費(fèi)者自主選擇。因此,廣告營銷已成為促進(jìn)OTC藥品及保健品銷售的重要手段,并引發(fā)了日益激烈的廣告營銷競爭,同時也帶來了過度渲染、相互貶低、虛假宣傳等一系列問題,導(dǎo)致消費(fèi)者對上述廣告的認(rèn)知混亂和信任度的極大降低。 根據(jù)我國監(jiān)督管理的規(guī)定,醫(yī)療、藥品及保健品的廣告由衛(wèi)生行政部門統(tǒng)一歸口進(jìn)行審核管理,本文將OTC藥品和保健品的廣告統(tǒng)稱為醫(yī)藥廣告。與一般的商品相比較,醫(yī)藥廣告的設(shè)計及其營銷策劃具有顯著的特殊性、專業(yè)性和復(fù)雜性,不僅要考慮到消費(fèi)者的針對性需求及其選擇性注意,還必須深入分析在相關(guān)專業(yè)性信息傳播過程中消費(fèi)者對廣告的心理認(rèn)知、信任與接受度,這些是醫(yī)藥廣告營銷策劃項目管理中尚待研究與探索的重要課題,對于廣告效果的評估及其優(yōu)化設(shè)計具有重要的實際應(yīng)用價值。 本文根據(jù)作者從事醫(yī)藥廣告營銷策劃的項目管理實踐出發(fā),首先對醫(yī)藥廣告營銷的特點及其存在的問題、國內(nèi)外相關(guān)研究現(xiàn)狀以及醫(yī)藥廣告的營銷理論與測評方法作了系統(tǒng)性分析和闡述。然后,根據(jù)作者親自參與的導(dǎo)師所承擔(dān)的國家自然科學(xué)基金重大研究計劃項目的相關(guān)研究及大量的實驗觀測,從認(rèn)知神經(jīng)機(jī)制角度對醫(yī)藥廣告營銷的消費(fèi)者心理認(rèn)知機(jī)理作了探索性研究。基于前期研究中所提出的腦心理機(jī)制模型對醫(yī)藥廣告營銷的消費(fèi)者購買心理模式和情感信息加工過程作了分析,并通過專門設(shè)計的f-MRI實驗對上述過程中的腦功能活動及其情感反應(yīng)特征進(jìn)行了研究。在此基礎(chǔ)上,作者提出了基于認(rèn)知神經(jīng)機(jī)制的醫(yī)藥廣告營銷新模式,并應(yīng)用于醫(yī)藥廣告營銷策劃的項目管理實踐中,為上述廣告營銷管理的信息系統(tǒng)設(shè)計與開發(fā)提供了重要的參考。
[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.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8;F274;TP18

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