文献类型：会议论文

英文题名：Research on Network Video Marketing Strategy of Pharmaceutical Enterprise

作者：Geng Dongmei[1];Cui Lifan[2];Pan Yuejie[3]

第一作者：Geng Dongmei

通讯作者：Geng, DM[1]

机构：[1]Beijing Univ Chinese Med, Sch Management, Beijing 100029, Peoples R China;[2]Sohu Com, Beijing 100190, Peoples R China;[3]Beijing Union Univ, Coll Business, Beijing 100025, Peoples R China

第一机构：Beijing Univ Chinese Med, Sch Management, Beijing 100029, Peoples R China

通讯机构：[1]corresponding author), Beijing Univ Chinese Med, Sch Management, Beijing 100029, Peoples R China.

会议论文集：International Symposium on International Marketing Science and Information Technology

会议日期：JUN 28-29, 2014

会议地点：Beijing, PEOPLES R CHINA

语种：英文

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

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.