100个国内外知名药品品牌在我国市场的营销策略组合比较研究

Comparative Study on Marketing-mix Strategy of 100 Well-known Brand Drugs both at Home and Abroad in Chinese Drug Market

目的:为国内制药企业制定市场营销策略组合提供参考。方法:采用χ2检验对国内(74个)、国外(26个)共100个知名药品品牌在我国市场运用的营销策略组合中的产品策略、价格策略、渠道策略、促销策略的数量分别进行统计分析,总结其运用规律。结果与结论:国内药企和国外药企药品品牌在产品策略和价格策略运用上有显著差别,产品策略方面国外药企比国内药企药品品牌更注重概念营销的运用;价格策略方面国内药企药品品牌更倾向于运用低价高促销策略,而国外药企药品品牌更倾向于高价高促销策略。渠道策略和促销策略运用上国内药企和国外药企药品品牌没有显著差别。

OBJECTIVE： To provide references for domestic pharmaceutical enterprises in making marketing mix strat- egy. METHODS： X.2 test was performed to analyze the numbers of the product strategy, price strategy, place strategy and promotion strategy included in marketing - mix strategy of 100 well - known brand drugs （74 domestic brand drugs versus 26 foreign brand drugs）, and the regular patterns for the application of the strategies were summarized. RESULTS ＆ CON- CLUSIONS： There is great difference between domestic brand drugs and foreign brand drugs in product strategy and price strategy. In terms of product strategy, the foreign drug enterprises attach more importance to concept marketing strategy than domestic counterparts do; as for price strategy, the domestic drug enterprises prefer low price- high promotion strategy while the foreign counterparts prefer high price - high promotion strategy. However, the difference between Chinese drug enterprises and foreign counterparts in channel strategy and promotion strategy is non significant.