The Spreading Mechanism Research Of The Multinational Pharmaceutical Companies Pubic Relation In China

With the fast development of Chinese economy, Chinese people have more attention on their health. China becomes a big market which all kinds of pharmaceutical company fight for. Public relation is an effective method for the multinational pharmaceutical companies to gain the Chinese market. And foreign pharmaceutical companies have a good brand image and reputation among Chinese people.In contrast, Chinese pharmaceutical companies understand PR incompletely that it is just press release and ad buying. So this paper researches the public relation of the multinational pharmaceutical companies.Through the analysis of the representative cases,"Diabetes bus—China travel" of Novonordisk and the PPA crisis of TSKF etc, I propose that the pharmaceutical companies should set up the CSR pr consciousness. Then they should integrate all kinds of stake holders and use full range of communication channels to build a good brand image.