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纵观我国药品市场存在的问题以及大环境经济全球化等背景,对制药行业药品品牌的开发和管理提出了客观的、更高的要求,制药企业高度重视上市产品品牌的成功建立和维护,药品品牌也日益成为制药企业占领市场、保持竞争优势不可或缺的重要方面。成功的品牌管理已成为企业延长产品生命周期,为企业创造财富的有效手段。本文在分析品牌管理在制药行业中的意义的基础上,就如何推进制药行业药品品牌策略的实施提出了相关意见和建议。
Throughout the background of the problems in China’s pharmaceutical market and the global economic environment, the pharmaceutical industry has put forward objective and higher requirements for the development and management of pharmaceutical brands. Pharmaceutical companies attach great importance to the successful establishment and maintenance of listed product brands, Brands are also increasingly becoming an indispensable and important aspect of the pharmaceutical companies’ occupation of the market and their competitive advantage. Successful brand management has become an effective way for enterprises to extend the product life cycle and create wealth for the enterprise. Based on the analysis of the significance of brand management in pharmaceutical industry, this paper puts forward some suggestions on how to promote the implementation of brand strategy in pharmaceutical industry.