论文部分内容阅读
比较美国知名制药企业与我国制药企业在实现差异化过程中广告支出与研发支出在销售收入中的比重,得出了我国制药企业广告支出过高而研发支出不足的结论,并剖析了这种现象存在的原因。
Comparing the proportion of advertising expenditure and R & D expenditure in the sales revenue between the famous pharmaceutical companies in the United States and the pharmaceutical companies in our country in the differentiation process, the conclusion is drawn that the advertising expenditure of the pharmaceutical companies in our country is too high and the R & D expenditure is not enough. The reason for existence.