中国仿制药品牌战略研究

Branding Strategy Research on China's Generic Drugs

药物的品牌管理在制药行业中扮演着越来越重要的角色。作为后起者,中国仿制药想要争取更大的市场空间,必须积极开展品牌战略。合理利用自身资源和外部机会,采用模仿、挑战或借机战略,才是后起仿制药品牌在与原研药品牌的博弈中取胜的关键。

Brand management is an increasingly important business strategy in pharmaceutical industry. In order to gain greater market space, Chinese generic drugs, the newcomers and followers, must positively develop their branding strategies. Fully utilization of both inner resources and outer opportunities, and employment of imitation, challenging or opportunity - grabbing strategies, is the key to success in the game with original drug brands.