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随着我国经济的快速发展,我国医药卫生科技期刊也取得了很大的发展。医药卫生期刊广告在强化期刊信息功能、促进医药产品市场推广和提高期刊经营效益方面具有不可替代的作用。但从总体上看,我国医药卫生广告市场还没有形成可持续发展的营利模式。本文结合中华医学会杂志社的广告经营情况和方式,就医药卫生期刊广告的经营方法和策略,发表一些看法,供探讨。
With the rapid economic development in our country, the medical and health periodicals in our country have also made great progress. Advertising on medical and health periodicals plays an irreplaceable role in strengthening the information function of periodicals, promoting the marketing of pharmaceutical products and improving the operating efficiency of periodicals. However, on the whole, the profit-making mode of sustainable development has not yet been formed in China’s medical and health advertising market. In this paper, the Chinese Medical Association magazine advertising business conditions and methods of medical and health journal advertising management methods and strategies, made some comments for discussion.