Research on Network Video Marketing Strategy of Pharmaceutical Enterprise

摘要：

　　In 2012, the scale of network video users beyond search service to becomes the biggest Chinese Internet applications for the first time.and the network video marketing activities have increasingly become the focus of pharmaceutical enterprises.We choose Yunnan Baiyao Group and Johnson& Johnson Company as targeted pharmaceutical enterprises to analysis their network video marketing strategy.The research method contained quantitative analysis, qualitative analysis and content analysis.The research results found that the two companies network video marketing strategy is different.The network video marketing of Yunnan Baiyao Group emphasizes more on brand level, and Johnson & Johnson Company stresses more on products brand level.Finally, we put forward the countermeasure of network video marketing strategy of pharmaceutical enterprises.

关键词： Network video Network video marketing Marketing of pharmaceutical enterprises Traditional Chinese medicine enterprises

作者: GENG Dongmei CUI Lifan PAN Yuejie

作者单位: School of Management, Beijing University of Chinese Medicine, China, 100029 Sohu.com, China, 100190 Business College of Beijing Union University, China, 100025

会议类型: 国际会议

会议名称: 2014 International Symposium -International Marketing Science and Information Technology(2014国际市场营销科学与信息技术大会)

会议地点: 北京

会议语种:英文

页码: 79-82

在线出版日期: 2014-06-28（万方平台首次上网日期，不代表论文的发表时间）