With the gradual maturity of Internet technology, foreign pharmaceutical enterprises take the lead in exploring new marketing modes through the Internet in China. Compared with Chinese pharmaceutical enterprises, foreign pharmaceutical enterprises started early in China's network marketing and formed a relatively mature and perfect network marketing mode. Therefore, this paper takes foreign pharmaceutical enterprises as the research object. Based on relationship marketing and 4Cs theory, this paper discusses how foreign pharmaceutical enterprises carry out network marketing through the method of double case study. It is found that the establishment of customer relationship in relationship marketing is especially suitable for the exploration stage of network marketing, which can enable foreign pharmaceutical enterprises to establish a win-win relationship with medical workers and patients, and improve the satisfaction and loyalty of medical workers and patients to pharmaceutical enterprises. With the rapid development of network marketing of pharmaceutical enterprises, foreign pharmaceutical enterprises put forward higher requirements. This paper expounds the specific application of 4Cs theory based on customer, cost, convenience and communication in network marketing. Based on the case selection, the replication rule is followed, and the two cases can be copied item by item to produce the same results. Therefore, this paper selects Merck and Novartis as research cases to study how the two companies establish customer relationship through online marketing, improve customer satisfaction and loyalty, reduce enterprise and customer costs, and solve customer convenience needs Establish a two-way communication mechanism. Several cases are highly representative and can represent the problems commonly encountered by foreign pharmaceutical enterprises in the process of network marketing.
Firstly, this paper analyzes the background and current situation of E-marketing of pharmaceutical enterprises under the background of pharmaceutical industry reform, and puts forward the significance of taking Merck and Novartis as cases to study e-marketing; Secondly, combined with the research results of relevant experts at home and abroad, this paper summarizes the basic concepts of relationship marketing and 4Cs theory and the specific application of relationship marketing and 4Cs theory in network marketing, and establishes the research ideas and research framework; Thirdly, according to the time sequence of the two enterprises, this paper describes the specific strategies from the exploration stage to the rapid development stage of network marketing, and expounds the realization path of network marketing strategies in each stage; Next, it makes a case analysis and comparison of the different stages of network marketing of the two enterprises, and makes a cross case analysis to find out the common problems in the process of network marketing of pharmaceutical enterprises. Finally, it is found that network marketing based on relationship marketing has positive marketing in customer relationship establishment, customer satisfaction and loyalty, and network marketing based on 4Cs theory has positive results in reducing enterprise and customer costs, meeting customer convenience needs, two-way communication, meeting win-win and so on. This paper is innovative in the research object, research perspective and research methods. Taking the network marketing of foreign-funded pharmaceutical enterprises as the research object, it can better explore the existing problems and achievements, break through the boundaries of the existing network marketing theory of pharmaceutical enterprises from the dual perspectives of relationship marketing and 4Cs theory, and this paper is a double case study, which can better reflect the real situation of corresponding enterprises. It is hoped that this case study can provide theoretical reference and practical enlightenment for pharmaceutical enterprises to carry out network marketing.
谷歌
火狐
