(北京市东城区东四南门仓5号北京军区总医院科技开发办 100700)

    【摘要】云南白药的成功证明了一个事实：老的品牌通过产品创新，重塑消费模式，并借助适当的传播方式，不仅可以适应现代激烈的市场竞争，还能实现突破性增长。这是云南白药的案例带给我们最大的启示。在当今医院科技成果转化工作中，也是值得借鉴并复制的商业模式。

    【关键词】云南白药；医院科技成果转化； 商业模式

    The way to success of technology achievement transformation: the inspiration that the

    successful case of Yunnan Baiyao brought us

    Duan Miao Yang Han

    【Abstract】 The success of Yunnan Baiyao proved the following fact: Through innovation, rebuilding of consumption pattern and utilizing proper propagation means, an old brand can not only adapt to the fierce modern market competition, but can also achieve remarkable growth. This is the greatest inspiration that the case of Yunnan Baiyao can give us. In the nowaday hospital technology achievement transformation, this is a commercial pattern that is worthy of reference and replication.

    【Keyword】 Yunnan Baiyao;hospital technology achievement transformation; commercial pattern

    【中图分类号】F274【文献标识码】A 【文章编号】1008-6455(2011)06-0478-02

    1 引言

    目前 ......