Research on Network Video Marketing Strategy of Pharmaceutical Enterprise

摘要

In 2012, the scale of network video users beyond search service to becomes the biggest Chinese Internet applications for the first time.and the network video marketing activities have increasingly become the focus of pharmaceutical enterprises.We choose Yunnan Baiyao Group and Johnson& Johnson Company as targeted pharmaceutical enterprises to analysis their network video marketing strategy.The research method contained quantitative analysis, qualitative analysis and content analysis.The research results found that the two companies' network video marketing strategy is different.The network video marketing of Yunnan Baiyao Group emphasizes more on brand level, and Johnson & Johnson Company stresses more on products brand level.Finally, we put forward the countermeasure of network video marketing strategy of pharmaceutical enterprises.