关于药品零售企业开发自有品牌产品的思考

Discussion on Exploitation of Private Brand Products in Pharmaceutical Retail Enterprises

目的:探讨药品零售企业开发自有品牌产品的必要性、可行性和实施方式。方法:查阅近年有关药品零售行业的数据和资料,分析药品零售行业自有品牌产生的背景、自有品牌本身固有的优势以及目前国内药品零售企业进行自有品牌产品开发的现状。结果与结论:在具备较大的经营规模和分销网络、较强的市场营销能力和品牌管理能力及较好的商誉形象等条件下,药品零售企业可选择适当的产品品种、生产方式和品牌定位,进行自有品牌产品的开发。

OBJECTIVE： To discuss the necessity, feasibility and methods for exploitation of private brand products in pharmaceutical retail enterprises .METHODS：Recent data and materials about the pharmaceutical retail industry were referred to, the background for the rise of private brands in pharmaceutical retail industry, the advantages of private brand, and the current exploiting situation of private brand products in domestic pharmaceutical retail enterprises were analyzed .RESULT ＆ CONCLUSION：With the considerable scale, distributing net, marketing, brand management and desirable reputation, pharmaceutical retail enterprises can choose appropriate products,methods and brand positioning to exploit private brand products.