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New marketing value of a hundred-years-old productChiu, Yu-Lin 29 June 2007 (has links)
Abstract
In the course of human medical history, if there¡¦s a drug that encompasses historic position and future possibilities, it is without a doubt, the aspirin. In the past ten years, new researches related to aspirin developed and opened new area and usages for this wonder drug. Treatments for newly diagnosed disease are also being expanded with new aspirin researches.
Usage of medicine against infection can be traced back to 1500. Ebers Papyrus suggested the practice of using dried leaves to treat rheumatism pains and fight against infection through the salicylic acid effect. Later, it was discovered that salicylic acid from the tree bark contains medical value. This was how salicylic acid was obtained until a German named Herman Klobe discovered attaining salicylic acid chemically. Salicylic acid can assist in resisting rheumatism, which was confirmed in a clinical research in 1876. In Germany, 1887, while working in Bayer¡¦s paramedical factory, Felix Hoffman wanted to improve the terrible smell of salicylic acid, so his father, with rheumatism can better take the medicine. He added Acteyl to salicylic acid, which produced acetylsalicylic acid. With animal research, Heinrich Dressler found that this drug has the function of relieving pain and rheumatism. He named this drug aspirin and introduced it to the mass market. The Aspirin as we know today was born.
Due to a long history of aspirin use, it¡¦s confirmed that except high dosage uses on children or teenagers suffering from chicken-pox or the flu, aspirin is a safe drug for adults.
Clinical tests in the medical field has proven using 100grams of aspirin daily can contain Thromboxane A2 It¡¦s concentration will not affect cyclo system Endothelin cell COX-1. It also does not have any anti-infection effect, so it is safe to take along with other anti-infection drugs, to safely prevent strokes and heart attacks.
This research make use of the 4P analysis to do all-round analysis at Aspirin 100 primary prevention And use its framework to simulate the strategy Afterward it use new management though to simulate the strategy "the blue ocean strategy" the analysis tool and framework of Aspirin 100. This research hope the result can make.
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