摘要
奇异性、公平性和利益性是民族医药品牌定价策略的基本出发点。民族医药品牌由于原材料的稀缺、配方的保密性、品牌的再造性等使其价格生成机制与一般医药商品不同,如果不采取"返魅"、"歧视"、"符号化"等方式,通过规范定价路径,则民族医药品牌建设可能会难以为继。
Singularity,fairness and the interests are the basic starting points of the national medicine brand pricing strategies.The price formation mechanism of national medicine brand distinguishes it from other pharmaceutical goods because of the confidentiality of the scarcity of raw materials,the confidentiality of the formulation,brand recycling,etc.The national medicine brand building may be unsustainable,if the ＂Reenchantment＂,＂discrimination＂,and ＂Symbolization＂ haven’t been taken into consideration when developing standardized pricing strategy,the establishment for the brand can be difficult to continue.
出处
《文山学院学报》
2013年第3期78-80,共3页
Journal of Wenshan University
基金
云南省教育厅科研基金项目"腾越文化与民族医药品牌建设"(2012Y105)
关键词
民族医药
品牌
价格
生成因子
National medicine
brand
price
formation factor
