K公司仿制药物M的营销策略研究

发布时间：2018-01-11 23:02

本文关键词：K公司仿制药物M的营销策略研究　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人口老龄化和疾病谱改变等因素的影响,我国高血压患者呈现明显逐年递增的趋势。作为一种以老年人为主要患病人群的慢性病,高血压不但需要长期服药,控制不佳还易引发心绞痛、脑卒中、动脉硬化等各类并发症,给社会和患者造成了较大的经济负担。与此同时,人们对抗高血压药物的需求也越来越大,为此类药物带来了广阔的市场前景。而如何抓住机遇扩大市场,同时尽量减缓医改等降低药价因素对产品价格的影响,正是本研究所关注的。本文通过K公司仿制药物M所处宏观环境、竞争状况等外部环境和内部优劣势的分析,对药物M进行市场定位,并针对“质量与原研比肩,长期治疗更具性价比的抗高血压药物”这一产品定位,制定相应的市场营销策略。在营销策略制定上,本研究结合经典的“4P”理论,分别从产品策略、价格策略、渠道策略和促销策略进行全面分析:在产品策略上,仿制药物M具有“达到国际先进水平仿制药”的核心价值,并通过用药咨询、对不良反应的密切关注向患者提供附加价值;在价格策略方面,分析了影响药物定价的各个因素,并最终以竞争导向为主,在考虑目前药品招标的现实状况下,确定了产品的售价;在渠道策略方面,采取办事处推广和区域招商相结合的模式,并通过合作商业公司的遴选和战略性合作等方式,实现渠道的全面覆盖和高效运作;在促销策略方面,本研究从产品购买决策的三方(招采机构人员、医院医生、社区患者)入手,通过信息普及、政策配合、学术推广、患者教育等方式加大上述客户对产品国际认证和相关优势的认可,推进产品销售的最终实现。除此之外,本研究还从机制确立、团队建设、资金拨付和信息化应用等方面,提出了上述营销策略的实施保障。
[Abstract]:With the influence of aging population and disease spectrum, hypertension patients in China show a trend of increasing year by year. As a chronic disease, the elderly are the main diseased population. Hypertension not only needs long-term medication, but also easy to lead to angina pectoris, stroke, arteriosclerosis and other complications, to the society and patients caused a greater economic burden. The demand for antihypertensive drugs is also increasing, which brings a broad market prospect for these drugs. However, how to seize the opportunity to expand the market, and at the same time to reduce the impact of drug price factors such as medical reform on product prices as much as possible. It is the focus of this study. This paper analyzes the external environment and internal advantages and disadvantages of the imitation drug M in K Company, and analyzes the market orientation of the drug M through the analysis of the external environment and the internal advantages and disadvantages of the pharmaceutical M, such as the macro environment and the competitive situation of K company. And in view of the product positioning of "quality and original research shoulder, long-term treatment more performance-to-price ratio of antihypertensive drugs", the corresponding marketing strategy and marketing strategy formulation. This study combined with the classical "4p" theory, respectively from the product strategy, price strategy, channel strategy and promotion strategy for a comprehensive analysis: in product strategy. The generic drug M has the core value of "reaching the international advanced level of generic drugs", and provides additional value to patients through drug consultation and close attention to adverse reactions. In the aspect of price strategy, the factors influencing drug pricing are analyzed, and finally, the competitive orientation is the main factor. Considering the actual situation of drug bidding, the price of the product is determined. In the aspect of channel strategy, we should adopt the mode of combining office promotion and regional investment promotion, and realize the comprehensive coverage and efficient operation of channels through the selection and strategic cooperation of cooperative commercial companies. In the aspect of promotion strategy, this study starts with the tripartite of product purchase decision-making (recruitment agencies, hospital doctors, community patients), through information popularization, policy coordination, academic promotion. Patient education and other ways to increase the recognition of the above customers to the international certification of products and related advantages, to promote the final realization of product sales. In addition, this study also from the establishment of mechanisms, team building. Fund allocation and information application, put forward the implementation of the above-mentioned marketing strategy protection.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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