ZS药业JL泡腾片市场营销策略研究

发布时间：2018-01-21 17:45

本文关键词： 中成药清热解毒市场营销 STP理论分析　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：JL泡腾片为ZS公司生产的独家知识产权的创新中药，攻克了中药泡腾片生产过程的工艺难关，实现了中药剂型技术的重大突破，为独家中药泡腾片剂型并获得国家发明专利。该品种是权威机关研发的国家级新药，享有行政、专利保护。同品种生产企业只有两家，直接竞争相对较少。JL泡腾片是国内独家剂型，是中药现代化的典范，泡腾片剂型有效成分更稳定，溶解度和生物利用度高，治疗效果更好，起效更快，JL颗粒经过多年临床学术宣传，对医院和医生已有一些影响力。处方经多年临床验证，疗效确切，特别是退热效果更是迅速明确。泡腾片口感好，服用方便，相对颗粒及其它剂型更易让儿童接受。本品为中药制剂，相对其它主要用于退热的西药制剂毒副作用少，更适用于儿童这个器官系统发育尚不成熟的特殊群体。根据相关管理理论，并结合自己多年的在ZS公司的药品销售经验，以ZS公司JL泡腾片为主线，运用营销理论，详细剖析了在中国医药改革大的行业背景下清热解毒类感冒药市场的运作思路和营销理念。本文首先概述了我国中药行业发展状况，并阐述了市场营销及发展历程，接着对我国清热解毒类药品市场进行分析和阐述；其次，再对ZS公司的JL泡腾片进行详尽介绍的基础上进行SWOT分析；再次，对JL泡腾片进行了详尽的市场分析和市场预测并运用4P理论制定了适合ZS公司的市场营销方案并进行了深入系统的分析，即产品定位、价格定位、渠道定位和促销定位四个方面；从而保障医药生产企业在清热解毒类药品销售过程中的实际效果。本文研究结果对系统的梳理清热解毒类感冒药市场销售策略等方面有很好的借鉴意义，可以为相关企业带来了很好经济效益和社会效益。
[Abstract]:As an innovative Chinese medicine for the exclusive intellectual property rights produced by ZS Company , the Chinese traditional Chinese medicine effervescent tablet is difficult to handle , and the important breakthrough of the traditional Chinese medicine dosage form technology is realized , and the invention is an exclusive traditional Chinese medicine effervescent tablet dosage form and obtains the national invention patent . This product is a national new drug developed by the authoritative organization , enjoys administrative and patent protection . The same kind of production enterprise has only two direct competition , the direct competition is relatively few . According to the relevant management theory , combining with the marketing experience in ZS company for many years , taking ZS company as the main line , using marketing theory , this paper analyzes the operation idea and marketing idea of heat - clearing and toxic materials - like medicine market in the background of Chinese medicine reform . Firstly , this paper summarizes the development of Chinese medicine industry in China , and expounds the course of marketing and development , then analyzes and expounds the medicine market of clearing away heat and toxic materials in our country . Secondly , it makes detailed market analysis and market forecast for the Chinese traditional Chinese medicine industry . Secondly , it makes detailed market analysis and market forecast for the company , and makes an in - depth system analysis , namely product positioning , price positioning , channel positioning and promotion and positioning , so as to guarantee the practical effect of pharmaceutical production enterprises in the process of clearing away heat and toxic materials . The results of this paper have a good reference for the analysis of the market sales strategy of the heat - clearing and detoxicating medicine market , which can bring great economic benefit and social benefit for the relevant enterprises .

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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