摘要
当药企的品牌LOGO贴在饮料罐身时,'药物副作用'是消费者的第一印象,健康养生只是第二印象。盛夏已至,又到饮料市场战火如荼的季节。消费者疑惑:炒得火热的金嗓子植物饮料为什么到处都买不到?太极集团、白云山、贵州百灵、中新药业、天士力、同仁堂等药企生产的饮料何处觅踪?总之,近年来各家药企玩饮料的劲头十足,乐此不疲,纷纷打出药物保健饮料牌。只是跨界之后,要想再脱颖而出,可没有那么简单。
In recent years, the pharmaceutical companies have showed a strong interest in health drink, while it is not that simple to stand out after the crossover.Among the cases of more than 20 pharmaceutical companies who promote beverage products, there is only one recognized by the many insiders interviewed by PIVOT, that is Wanglaoji Herbal Tea.Some experts say it is something wrong with the beverage marketing of pharmaceutical companies where a bottle neck has occured.
出处
《支点》
2016年第8期68-71,7,共5页
PIVOT
