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| 药品零售领域DTP营销模式探析 |
| Analysis of Direct to patient Model in Pharmacy Retail Field |
| 投稿时间：2014-09-14 修订日期：2015-01-15 |
| DOI： |
| 中文关键词: DTP模式 特点 制约因素 建议 |
| 英文关键词:Direct to patient model Distinguishing feature Constraints Proposals |
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| 中文摘要: |
| 摘 要 目的： 探索药品零售领域DTP营销模式。方法: 通过对DTP模式内涵和特点描述研究，归纳该模式的优势和挑战，并对药品零售企业开展DTP模式提出建议。结果:DTP模式能够促进药品零售企业发展，但存在很多问题，需要在实践中不断探索。结论: 药品零售企业需要国家调整政策，增加投入，加快集中化发展，并实施新型交易形式等措施才能促进DTP模式实施与发展。 |
| 英文摘要: |
| ABSTRACT Objective: To analyze the direct to patient (DTP) model in the field of pharmacy retail. Methods: The meaning and features of the model were analyzed, the advantages and challenges of the model were summarized, and some countermeasure suggestions for the model application in the pharmacy retail field were provided. Results: The DTP model can promote the development of drug retail enterprises. However, there are still some challenges needing continue exploration in practice. Conclusion: In order to promote the application and development of the DTP model, drug retail enterprises demand the policy adjustment by government, increased investment, enhancement of centralized development and implementation of new business forms. |
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