【摘要】 目的:建立医药企业非处方药(OTC)品牌价值评估体系。方法:研究国内、外品牌价值评估方法和OTC企业及其产品特征,运用统计方法构建OTC品牌价值评估指标体系,引入模糊综合评价法评估OTC品牌价值。结果与结论:构建了品牌价值评估指标体系和模糊评价方法,该法可应用于各类医药企业的OTC品牌价值评估,用于确定企业OTC品牌的市场影响力和品牌建设的成效,针对性地制定品牌营销策略,为确立正确的品牌发展战略奠定基础。更多还原

【Abstract】 OBJECTIVE:To set up OTC(over-the-counter drugs)brand value evaluation index system in pharmaceutical enterprises.METHODS:The brand value evaluation methods both at home and abroad and the characteristics of OTC manufacturing enterprises and their products were studied,and OTC brand value evaluation index system was constructed using statistical method,and OTC brand value was evaluated using Fuzzy Comprehensive Evaluation.RESULTS & CONCLUSIONS:OTC brand value evaluation index system and Fuzzy Comprehensive Evaluation can be applied to evaluate all kinds of OTC brand value in pharmaceutical manufacturing enterprises to determine brands’ market influence power and the performance of brand construction,aimed at which brand marketing policy can be formulated to lay a foundation for the establishment of correct band development strategy.更多还原