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论文编号：	6317
作者编号：	2120122526
上传时间：	2014/6/7 22:50:28
中文题目：	基于Hotelling模型的医药广告研究
英文题目：	Research on Medical Advertising with Hotelling Model
指导老师：	侯文华
中文关键字：	医药广告；医药代表营销；Hotelling模型
英文关键字：	Pharmaceutical advertising; Medical representative marketing; Hotelling model
中文摘要：	近几十年，随着科技的发展，国家政策的调整，医药广告开始大量出现在电视、广播、杂志等主流媒体，逐渐成为医药企业的主要营销方式。与传统的医药代表营销相比，医药广告跨过医生直接面向最终消费者进行营销，将药品信息直接传递给消费者，这种营销方式势必会对传统的医药代表营销带来一定的影响。对企业而言，它们更加关心引入医药广告后应该怎样合理分配营销资源，利用医药广告进行营销。 　　　根据内容、功能的不同，医药广告可细分为建设性医药广告和竞争性医药广告，建设性医药广告主要用来开拓市场，而竞争性医药广告主要用来培养消费者品牌忠诚度。由于用途的不同，企业在营销时需要根据实际情况进行选择，因此企业在投入医药广告之前必须了解两种医药广告与传统医药代表营销之间的关系，才能确保营销投入的合理性。同时，由于不同企业的营销资源是不同的，企业应该根据自身竞争力合理安排营销预算，因此，竞争力差异也会影响企业营销时的医药广告选择以及投入量。 本文在综述前人研究的基础上做了以下研究：首先，通过文献综述界定了医药市场环境下的医药代表营销、建设性医药广告以及竞争性医药广告等概念；接着在传统医药代表营销渠道的基础上引入医药广告营销，借鉴Hotelling模型建立考虑竞争力差异的双寡头博弈模型，通过对模型的数理推导，分别得到建设性医药广告、竞争性医药广告与医药代表营销之间的关系；最后，针对企业的竞争力差异，利用MATLAB和Mathematica软件分别对比两家企业在不同医药广告组合下的利润，分析了两家企业的最优医药广告决策。本文通过具体的分析，从更合理地利用医药广告的角度出发，为企业提供医药广告投入、合理利用的更多具有实践指导意义的建议，有助于新产品营销活动更加科学、有效的开展。
英文摘要：	In recent years, with the development of technology, the adjustment of national policy, a great number of pharmaceutical advertising appear on television, radio, magazines and other media, and become the main marketing approach. Compared with the marketing model of medical representative, pharmaceutical advertising market directly to the final consumers and the drug information is passed directly to the consumer, which will inevitably bring some influence on the marketing model of medical representative. For enterprises, they are more concerned about how rationally use pharmaceutical advertising to marketing. 　　　Pharmaceutical advertising can be subdivided into constructive advertising and competitive advertising depending on the content and functionality. Constructive advertising is mainly used to develop new markets, and competitive advertising is mainly used to develop consumer loyalty. Companies need to choose in the actual marketing situation, therefore pharmaceutical companies must understand the relationship between the two pharmaceutical advertising and medical representative in order to ensure a reasonable marketing investment. Meanwhile, due to the different corporates own different marketing resources, enterprises should base on their competitiveness to arrangement their marketing budgets reasonably. So competitive difference will also affect the choice and inputs of pharmaceutical advertising. On the basis the review of previous studies, this study did the followings: First, defining the concept of medical representative marketing, constructive pharmaceutical advertising and competitive pharmaceutical advertising. Followed, introducing pharmaceutical advertising based on the marketing model of medical representative, referencing Hotelling model to set up duopoly game model with considering competitive difference. We obtain the relationship between constructive pharmaceutical advertising, competitive pharmaceutical advertising and the marketing model of medical representative through mathematical derivation of the model. Finally, for competitive difference of enterprises, this paper using MATLAB and Mathematica 8.0 to corporate profits of two different companies respectively in the condition of different advertising combinations, analyzed the best pharmaceutical advertising decisions of the two companies. From the perspective of a more rational use of pharmaceutical advertising, this study provides practical guiding and significance suggestions of pharmaceutical advertising, which help new product marketing activities more scientific and effective.
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