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当前我国医药体制正处于不断发展的阶段,医药市场环境的某些因素也在不断发生变化,因此有必要认清我国医药市场存在的机遇和挑战。同时医药市场受不同因素影响,需求千变万化且存在相当大的差异,产品和服务却同质化趋势严重。企业要想在竞争中求生存谋发展关键在于企业能否正确确定目标市场的需求,制定正确的营销策略。因此将4c理论运用到医药营销将更有利于企业与顾客的直接沟通,降低沟通与营销成本,为顾客提供最大的购物和使用便利,进而提高企业竞争力和企业形象。
At present, China’s pharmaceutical system is in a state of constant development. Some factors in the pharmaceutical market environment are constantly changing. Therefore, it is necessary to recognize the opportunities and challenges in the pharmaceutical market in our country. At the same time, the pharmaceutical market is affected by different factors, the demands are ever-changing and there are quite big differences, and the homogenization of products and services tends to be serious. Enterprises in order to survive in the competition seeking the development of the key lies in the enterprise can correctly determine the needs of the target market, develop the correct marketing strategy. Therefore, the 4c theory applied to the medical marketing will be more conducive to business and customer direct communication, reduce communication and marketing costs, to provide customers with the greatest shopping and use of convenience, thereby enhancing the competitiveness of enterprises and corporate image.