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Abstract
With the continuing development of living standard and demand level, psychology needs plays a more important role in effecting consume conception and consume behavior than physiology needs does. Consume conception is included in psychological aspects, different consume conception leads to different consume behavior and consume style has become more diversified. How to make a correct choice to realize the value of medicine when we face with the competition between imported drugs, joint- venture drugs and domestic drugs? Consumer education, which that raises consumer and businesses’ understanding is on What basis? All these are embodied in the conception of drug consumption. Because consume conception is not only the effected factor of consume action, but also the pharmaceutical enterprises’ concerning issue to gain marketing share. According to China’s drugs consumption situation, this paper analyzes the psychological causes of the consume conception and the problems that exist in the consume action. At the end of this paper, author proposes to launch consume education combining drug consume conception, which provides some reference for enterprise to make marketing strategy.

Keywords: pharmaceutical market, consumer behavior, consume conception
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Abstract
With living standards and constantly improve the level of demand, the need for psychological than physical needs, the motivation and buying behavior purchase the role played by the even more important. Consumer spending psychological aspects of the concept, different concepts may lead to consumer spending, consumer spending has become more diversified. Faced with imports such as medicines, drugs and domestic drug joint venture competition, how to make the right choices and realize the value of drugs? Let consumers and businesses a better understanding of consumer education on what basis? All this is embodied in the concept of drug consumption. Drug consumption is because the concept of the impact of drug consumption behavior factors, but also pharmaceutical enterprises to acquire market share concerns. In this paper, China's consumption of drugs, drug consumption in the concept of consumer behavior and psychological causes of the problems that exist in the analysis, the final article in the initiative's concept of combining drugs to consumer education, development of relevant enterprises to provide some reference marketing strategy.

Keywords: pharmaceutical market consumer behavior consumption concept