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中国加入 WTO 和新的药品广告管理规定对于中国医药企业意味着全新的挑战。以往的药品广告多以单个产品作主角,面对新的形势,人们更关心谁在为我制药,谁是当今世界值得我信赖的医药企业。医药企业的角色从后台走到前台,登台亮相。如何处理好角色的转换,如何塑造好角色,做好医药企业的形象广告至关重要。哈药集团在2000年凭借大规模的广告投入,成为了国内同行业的第一品牌。面对 WTO 的到来,哈药必将成为国内外竞争企业攻击的首选目标。而当时哈药集团下辖的几
China’s accession to the WTO and the new drug advertising regulations mean a brand new challenge to Chinese pharmaceutical companies. In the past, drug advertisements used to take the lead in a single product. In the face of the new situation, people are more concerned about who is making pharmaceuticals for me and who are the pharmaceutical companies in the world that deserve my trust. The role of pharmaceutical companies walked from the background to the front stage debut. How to deal with the conversion of the role, how to shape the role of good medical image of the pharmaceutical business is essential. Harbin Pharmaceutical Group in 2000 with large-scale advertising investment, has become the first domestic brand with the industry. In the face of the advent of the WTO, Harbin Pharmaceutical will surely become the first target of attack by both domestic and foreign competitors. At that time, Harbin Pharmaceutical Group administered a few