摘要
目的构建科学、合理的消费者对药品品牌塑造影响指标评价体系,为非处方药(OTC)企业塑造消费者心目中理想的品牌及评估品牌市场价值提供参考。方法基于品牌资产理论基础,运用文献研究法提取消费者对品牌塑造影响的通用指标,以及品牌的3个维度,初步构建消费者对OTC品牌塑造影响指标体系,界定指标内涵,以层次分析法对指标体系进行第2轮调查,并对影响指标体系赋值。结果经一致性检验,所建立的影响因素体系中各指标的权重系数是可接受的。结论该指标体系可作为企业塑造OTC品牌时消费者影响程度的参考标准,权重系数的大小也可为OTC企业品牌塑造与品牌价值评估提供参考。
Objective To build a scientific and rational evaluation index system of consumers'influence on drug brand building,and to provide reference for OTC enterprises to shape the ideal brand for consumers and evaluate the brand market value.Methods Based on the theory of brand equity,the literature research method was adopted to extract the general index of consumers'influence on brand building,and then the three dimensions of brand were adopted to preliminarily construct the index system of consumers'influence on OTC brand building and define the connotation of the indexes.Finally,the second round of survey on the index system was carried out by analytic hierarchy process(AHP),and the evaluation index system was assigned.Results Through the consistency check,the weight coefficients of each index of the evaluation system was acceptable.Conclusion The index system can be served as a reference standard for the influence of consumers on OTC brand building,the weight coefficient can also provide reference for brand shaping and brand value evaluation of OTC enterprises.
作者
张子烨
李亚徽
陈俐烨
穆璇
邵雪飞
王淑玲
ZHANG Ziye;LI Yahui;CHEN Liye;MU Xuan;SHAO Xuefei;WANG Shuling(Chinese Pharmaceutical Association,Beijing,China100022;Shenyang Pharmaceutical University, Shenyang, Liaoning, China110000;Guangdong Sino Health Information Co.,Ltd.,Guangzhou,Guangdong,China510000)
出处
《中国药业》
CAS
2019年第1期1-5,共5页
China Pharmaceuticals
关键词
非处方药
品牌塑造
消费者
影响指标
评价体系
层次分析法
权重
OTC drugs
brand building
consumers
influence indexes
evaluation system
analytic hierarchy process
weight
