每年世界上都有许多新药上市,我国亦有不少新药和仿制药上市。在这成千上万个药品中,作为医药商业企业如何选择经营新药,取得最大的经济效益,是大家所关心的。本文对经营新药可能碰到的问题,如品种、选择、推广应用、销售策略、售后服务等,根据国内的医药市场情况作一分析,提出医药商业企业经营新药策略,指导新药经营工作。 Every year, there are many new drugs on the market in the world, and many new drugs and generic drugs are on the market in China. Among the thousands of medicines, it is everyone’s concern to choose how to operate new medicines as a pharmaceutical and commercial company and achieve maximum economic benefits. This article deals with the problems that may be encountered in the operation of new drugs, such as variety, selection, promotion and application, sales strategy, and after-sales service, etc. According to the analysis of the domestic pharmaceutical market situation, the pharmaceutical business enterprises are proposed to operate new drug strategies to guide the operation of new drugs.