China's Pharmaceutical Brand Communication Problems And Countermeasures

Brand is the weapon for all industries that can enhance their core competitiveness in the economic globalization today. Brand for China's pharmaceutical enterprise it is particularly important:On the one hand, since our country joins WTO foreign pharmaceutical giant flushed out to China, which made domestic pharmaceutical market more competitive; On the other hand, as a new round medical reform unfolds, the medicine enterprises in our country faces to shuffle fate.Pharmaceutical industry will have high-speed development opportunities and in the competition who owns the brand who can win. Therefore, how to creat strong drug brand in the fierce competition, becomes a strategic task of pharmaceutical companies.How to implement the brand communication is an unavoidable problem of building drug brand. Only communication can create alienation in the homogeneity of market competition. Public relations and advertising efficiently can ensure the maximization of communication effect. This paper adopts the theoretical interpretation, and literature research and the case analysis combination of methods. With "on deepening the reform of medical care system in opinion" and "China pharmaceutical industry 60 years development report" as the background, advertising and public relations is the mainly angle of this research. The order of this paper is "analysis the problem-questions solution".Through the analysis it is considered that there are three problems in the process of drug brand shaping:The first is that some medicine enterprise didn't pay attention to drug brand, they even thought drugs don't need brand;And the second is the disdainful of drug advertising;The third is that the effect of public relations was reduced because of some wrong views. Advertising and public relations each have advantages and disadvantages. As two different methods, they each have different functions and we can't say which is more important.What we can do is to grasp their fusion by fostering their strengths and circumventing their weaknesses, and that is the key to the success of the brand communication.