体验营销在医药营销创新中的应用研究

Application Research on the Experiential Marketing in the Pharmaceutical Marketing Innovation

目的:为医药企业创新营销方式,开展体验营销提供参考。方法:基于体验营销的相关理论,结合医药企业体验营销的实例进行分析。结果与结论:医药企业开展体验营销创新的策略主要包括产品、价格、渠道和促销体验策略。与传统营销相比,体验营销使消费者在感官、情感、思考、行动和关联上得到体验,有助于更好地关注和满足消费者的需要,提升消费者的满意度与忠诚度,从而使医药企业更好地实现营销目标,创造更多的经营价值。

OBJECTIVE：To provide reference for pharmaceutical marketing innovation and help the enterprises to carry out the experiential marketing.METHODS：An evidence-based analysis was used in the paper with the theory of experiential marketing.RESULTS CONCLUSIONS：The experiential marketing focuses on the product,price,channel and promotion strategies.Experiential marketing would realize the target and create more value for the pharmaceutical enterprises through consumers obtain experience of sense,feeling,consideration,behavior and related substance which contribute to meeting the requirements of consumers,improving satisfaction and loyalty.