Marketing Ethics Construction of Pharmaceutical Companies in the Prospective of Customer Life Cycle

Customer life cycle of pharmaceutical companies comprises four stages, namely, the value exploration, the value growth, the value preservation and the value termination. For each stages, the value orientation, marketing strategies and tools of pharmaceutical companies are different, therefore, the focus of their marketing ethics at different stages are different. The ethics construction in pharmaceutical companies should take stage-specific features of the customer life cycle into consideration, and target to enhance the customer value-driven pharmaceutical company ethics, social responsibility effectively, which not only promotes the medical enterprise marketing, but also extend customer life cycle in a greater degree. By this way, the pharmaceutical companies can realize the healthy, harmonious and sustainable development.