战争作为催化剂:乌克兰对德国市场上“乌克兰制造”药品的鼓舞人心的叙述

Nataliia Kochkina
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引用次数: 0

摘要

在俄罗斯全面入侵乌克兰的过程中,全球对乌克兰的支持大大增强了人们对乌克兰的好感,这深刻地影响了乌克兰的民族品牌。这增加了对乌克兰产品的接受度,特别是在欧洲和北美。这些观念的转变对乌克兰的出口模式和贸易动态产生了显著的影响。本文调查了对乌克兰的正面认知、“乌克兰制造”概念与乌克兰商品消费之间的关系。它特别强调原产国对消费者观念和决策过程的影响。通过检查这些因素,本研究努力丰富对消费者偏好的理解,同时提供与从事国际市场的乌克兰品牌相关的实际见解。研究结果有助于现有的文献一个国家的形象,国家品牌和消费者行为。此外,它们为乌克兰企业寻求利用其民族品牌并在全球推广“乌克兰制造”产品提供了宝贵的指导。方法:研究方法包括两个阶段的方法,包括书桌研究和调查调查外部环境因素,并了解德国居民的态度和购买行为关于乌克兰药品。制定的研究问题旨在揭示产品选择背后的驱动因素和乌克兰作为一个国家的看法。几个因素,包括乌克兰成熟的制药业,潜在的增加支持和投资,地缘政治动态,德国医疗保健系统的需求,以及未来的增长机会,支持德国市场选择作为本研究的重点。结果和结论:桌面研究分析已经确定了许多市场机会,乌克兰制药商可在德国市场。这些机会包括利用2019冠状病毒病危机、解决药品短缺问题以及战略性地针对特定人口群体。另一方面,调查分析揭示了德国人对乌克兰药品的动机和态度。它突出了医生处方的重要性和药剂师有影响力的建议。调查显示,德国人非常愿意通过购买乌克兰的药品来支持乌克兰。为了利用乌克兰在德国市场的积极看法,乌克兰制造商应积极实施沟通策略,并与医疗保健专业人员建立牢固的关系。他们应该专注于扩大他们的产品组合和优化供应链效率,同时提高意识并与相关利益相关者合作。最终,这项研究强调了乌克兰制药商利用德国市场对乌克兰的好感的潜力,为成功进入市场和可持续增长提供了宝贵的资源。
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War as a Catalyst: Ukraine's Inspiring Narrative for “Made In Ukraine” Pharmaceuticals in the German Market
The favourable perception of Ukraine, bolstered by global support during the full-scale Russian invasion of Ukraine, has profoundly influenced the country's national brand. This has increased receptiveness towards Ukrainian products, particularly in Europe and North America. These perceptual shifts have yielded notable ramifications for Ukraine's export patterns and trade dynamics. This article investigates the relationship between the positive perception of Ukraine, the "Made in Ukraine" concept, and the consumption of Ukrainian goods. It specifically emphasises the impact of the country of origin on consumer perceptions and decision-making processes. By examining these factors, the study endeavours to enrich the comprehension of consumer preferences while furnishing practical insights relevant to Ukrainian brands engaged in international markets. The research findings contribute to the existing literature on a nation's image, national branding, and consumer behaviour. Furthermore, they offer invaluable guid- ance for Ukrainian enterprises seeking to leverage their national brand and promote "Made in Ukraine" products globally. Methods: The research methodology encompasses a two-stage approach that includes desk re- search and a survey to investigate the external environmental factors and comprehend German residents' attitudes and purchasing behaviour regarding Ukrainian pharmaceutical products. The formulated research questions aim to reveal the drivers behind product choices and perceptions of Ukraine as a nation. Several factors, including the established Ukrainian pharmaceutical industry, the potential for increased support and investment, geopolitical dynamics, the demand within the German healthcare system, and future growth opportunities, underpin the German market selection as this study's focal point. Results and conclusions: The desk research analysis has identified numerous market oppor- tunities available to Ukrainian pharmaceutical manufacturers in the German market. These opportunities encompass leveraging the COVID-19 crisis, addressing medicine shortages, and strategically targeting specific demographic segments. The survey analysis, on the other hand, sheds light on the motivations and attitudes of Germans toward Ukrainian pharmaceutical products. It highlights the significance of doctors' prescriptions and pharmacists' influential recommendations. The survey indicates a strong willingness among Germans to support Ukraine by purchasing its pharmaceutical offerings. To harness Ukraine's positive perception in the Ger-man market, Ukrainian manufacturers should proactively implement communication strategies and cultivate robust relationships with healthcare professionals. They should focus on augment- ing their product portfolio and optimising supply chain efficiency while raising awareness and collaborating with pertinent stakeholders. Ultimately, this study underscores the potential for Ukrainian pharmaceutical manufacturers to leverage the favourable perception of Ukraine within the German market, offering invaluable for successful market entry and sustainable growth.
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50.00%
发文量
62
审稿时长
6 weeks
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