100个知名药品品牌市场营销战略分析

Marketing Strategy Analysis of 100 Well-known Drug Brands

目的:为国内上市药品选择市场营销战略提供参考。方法:运用χ2检验对国内(74个)、国外(26个)共100个知名药品品牌运用的4种市场营销战略——侧翼战略、游击战略、防御战略、进攻战略的数量进行统计分析,分别总结其中国内和国外药企以及非处方药和处方药市场营销战略的运用规律。结果与结论:国内和国外药企在游击战略和进攻战略运用上有显著差别,国内药企常用游击战略(20个品牌,27.03%),国外药企基本不运用游击战略(0个品牌,0.00%),而更倾向于运用进攻战略(国内药企:13个品牌,17.57%;国外药企:14个品牌,53.85%);侧翼战略和防御战略运用上国内和国外药企没有显著差别;非处方药和处方药在4种市场营销战略运用上都没有显著差别。

OBJECTIVE： To provide reference for the selection of marketing strategy for post- marketing drugs. METHODS： χ^2 test was employed to analyze the number of 4 marketing strategies （flank attack strategy, guerrilla strategy, defensive strategy and attack strategy） used for the 100 well- known drug brands（74 from domestic versus 26 from abroad）, meanwhile the regular marketing strategies for the domestic vs. foreign drug enterprises and for the OTC drugs vs. prescribed drugs were analyzed. RESULTS ＆ CONCLUSIONS： There were significant differences between domestic and foreign phar- maceutical enterprises in the use of guerrilla strategy and attack strategy, 20 of the domestic brands （27.03%） vs. none of the foreign brands used guerrilla strategy （0.00%）, however, the foreign enterprises prefer attack strategy than domestic enterprises （14 foreign brands （53.85%） vs. 13 domestic ones （17.57%））. There were no significant differences between domestic and foreign brands in the application of flank attack strategy and defensive strategy, the same is true between OTC and prescription drugs in the four strategies mentioned above.