医药企业善因营销策略探析

Analysis of Cause-related Marketing Strategy in Pharmaceutical Industry

目的:探析医药企业的善因营销策略。方法:介绍善因营销理念,并结合实例对善因营销模式进行分析。结果与结论:医药企业通过选择合适的公益项目实施善因营销,可实现经济效益和社会效益的双赢。

OBJECTIVE： To analyze the cause- related marketing strategy in pharmaceutical industry. METHODS： The theory of cause - related marketing was introduced and the cause - related marketing pattern was illustrated with examples.RESULTS ＆ CONCLUSION： Pharmaceutical enterprises can achieve win - win effect in both economic returns and social effects by selecting suitable public welfare projects and applying cause - related marketing。