综观中国医药营销的困境,“峡谷”里作战是其最贴切的描述。中国医药行业正在从无序、松散的市场竞争中走向行业提升、重新洗牌的十字路口。国家宏观政策、行业发展态势和企业本身三方面的因素是医药营销在“峡谷”中挣扎的三大主因。宏观政策限制了企业的发展国家对医药行业宏 Looking at the plight of China’s pharmaceutical marketing, “Canyon” in combat is its most appropriate description. China’s pharmaceutical industry is moving from a disorderly and loose market competition to a crossroads of industry upgrading and reshuffle. The three major factors of the national macro-policy, industry development situation and the enterprises themselves are the three major factors that pharmaceutical marketing struggles in the “canyon.” Macroeconomic policies have restricted the development of enterprises to the macro state of the pharmaceutical industry