医药企业开拓第三终端市场的营销策略探究

Study on Marketing Strategies for Pharmaceutical Enterprises to Exploit the Third Terminal Market

相对于医院药房和药店等第一、二终端的白热化竞争,以农村医药市场为主要阵地的第三终端市场为医药企业提供了更加广阔的发展空间,众多医药企业纷纷进军第三终端市场。产品策略、渠道策略、价格策略、促销策略、消费者服务策略、网络和绿色营销策略将是医药企业开拓第三终端市场的营销策略。

Considering the white-hot competition in hospital pharmacies and drug stores as the first and second terminal market, the third terminal market which is most based on the rural pharmaceutical market provides a broader development space for pharmaceutical enterprises; many pharmaceutical companies are moving into the third terminal market, marketing strategies including product, pricing, promotion, customer service, network and eco-friendly strategies were provided for the pharmaceutical enterprises to exploit the third terminal market.