R制药公司肺癌产品营销策略研究

发布时间：2018-03-05 08:54

本文选题：肺癌　切入点：制药　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文通过分析肺癌在中国流行病的现状,中国经济发展与肺癌发病率的关系,肺癌药品的特点、靶向市场的激烈竞争环境与R制药公司肺癌A产品与T产品的SWOT分析,对其市场细分、目标市场选择与定位进行分析研究,并利用生命周期理论对其营销策略的提出了建议。在市场细分上,按照经济因素、医院级别、床位、客户处方习惯、科室床位周转率、客户用药观念、个人需求和目标患者群等多因素,找到主要因素对A产品与T产品的目标市场进行了细分。此外,利用EGFR检测结果,突变阳性患者群和突变阴性的患者群进行市场定位,选择目标患者群,进行分类推广营销策略。在营销策略方面,本文结合了 "4P"理论对R制药公司肺癌产品、价格、渠道和推广进行了分析研究。在产品策略方面,A产品具有A+化疗,超越化疗,T产品具有更早更多惠及患者,疗效更强,肝毒性更低的核心价值,患者提供后续慈善援助项目,捐助患者药品予以治疗;在价格策略方面,分R制药公司肺癌产品的定价目定价的因素是:药品价值、需求关系、竞争品价格,A产品足够的购买者并且愿意接受较高的价格;因为是生物克隆制品,仿制品难以迅速进入市场;T产品与替代品相比无论从价格到疗效有相似性,难以区分,降价和进入医保是关键策略;在渠道策略方面,分析渠道三级分销体系的有利有弊,在渠道方面提供建议。在推广策略方面,分析了 A产品与T产品主要推广形式:学术活动推广、Face to Face拜访策略。根据客户需求和市场需要,结合药品特点进行学术活动推广,加强销售人员face to face拜访形式,有效性和针对性,进行有效的产品信息推广。R制药公司肺癌产品有十余年的辉煌,目前市场上有多个强力的竞争品,市场竞争激烈。目前T产品在营销策略上面临的重大问题是如何区隔其他竞争品,如何使呼吸科客户从A产品理论到实际应用是其面临主要问题。文章最后对A产品与T产品如何有效的区隔竞争品与推动零处方医生实际使用A产品做提出了建议,希望对R制药公司肺癌营销策略的调整有所帮助。
[Abstract]:The present situation of lung cancer epidemic in China, the relationship between China's economic development and the incidence of lung cancer, the characteristics of lung cancer drugs, the competitive environment in the targeted market and the SWOT analysis of A and T products of lung cancer in R pharmaceutical company were analyzed in this paper. The market segmentation, target market selection and positioning are analyzed and studied, and its marketing strategy is suggested by using life cycle theory. In market segmentation, according to economic factors, hospital grade, bed, customer prescription habits, There are many factors, such as the rate of bed turnover, the concept of drug use, the personal demand and the target group of patients. The main factors are found to subdivide the target market of product A and product T. in addition, the results of EGFR test are used. The mutation positive patient group and the mutation negative patient group carry on the market localization, selects the target patient group, carries on the classification promotion marketing strategy. In the marketing strategy aspect, this article unifies the "4p" theory to the R pharmaceutical company lung cancer product, the price, The channel and promotion were analyzed and studied. In terms of product strategy, the A product has A chemotherapy, surpassing chemotherapy T product has the core value of earlier and more benefit to patients, stronger curative effect, lower hepatotoxicity, and patients provide follow-up charitable aid projects. In terms of price strategy, the pricing of lung cancer products by R pharmaceutical company is based on the following factors: drug value, demand relationship, sufficient buyers of competing products and willingness to accept higher prices; Because it is a biological clone, it is difficult for imitation products to enter the market quickly. Compared with substitutes, it is difficult to distinguish between price and efficacy. Price reduction and access to health insurance are key strategies; in terms of channel strategies, This paper analyzes the advantages and disadvantages of the three-level distribution system of the channel, and provides suggestions on the channel. This paper analyzes the main forms of promotion of product A and product T: the strategy of "face to Face" call on academic activities. According to the demand of customers and market, combining with the characteristics of drugs, the forms of face to face visits of salespeople are strengthened. Effectiveness and pertinence, effective product information promotion. R Pharmaceutical Company lung cancer products have been brilliant for more than 10 years. At present, there are many strong competition products in the market. The market competition is fierce. At present, the major problem that T products face in marketing strategy is how to distinguish other competing products. It is the main problem that how to make the customer of respiratory department from A product theory to practical application. Finally, the article puts forward some suggestions on how to distinguish the competition between A product and T product effectively and how to promote the zero-prescription doctor to use A product effectively. Hope to R pharmaceutical company lung cancer marketing strategy adjustment is helpful.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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