G公司营销策略优化研究

发布时间：2018-06-05 00:16

本文选题：医药行业 + 市场定位　；参考：《北京交通大学》2017年硕士论文

【摘要】：2016年国家出台了许多关于医疗、药品、医疗器材方面的政策,正是在政府对医药行业监管越来越严格的宏观环境下,医药行业面临要不断提升产品质量、降低产品价格、加强企业管理需求等挑战。这些挑战甚至会压缩企业利润。如何在现有的经营环境下选择合适的营销策略,提高企业利润,成为我国医药企业当前亟需解决的关键问题。本文以G公司为例,首先阐述研究背景及意义,研究方法、内容及技术路线;其次梳理市场营销理论;通过调查G公司基本情况,产品、价格、渠道和促销的营销现状,发现其存在自产产品营销力度不足,外购价格策略单一,营销部门独立导致资源分配不平衡,电商平台促销不足且线下促销方式简单等问题;借助PSET等方法分析了企业的宏观环境、行业环境,通过SWOT分析明确了企业面临的市场机会、威胁及企业自身的优势、劣势,根据G公司的情况,选择适合的营销战略,利用STP理论,细分市场、选择目标市场并进行市场定位,即制定营销战术:打造高端产品及服务,整合产业链。最后运用4P营销理论给出相应的策略:加强产品开发及实现产品差异化;对产品实行分类定价;定价增强分销渠道的能力;强化多样化的促销方式。公司营销策略和策略有效的实施,需要公司组织、人才、资金和技术的支持。通过对G公司的营销策略研究,能够进一步抵御因为药品经营管理监督加强带来的诸多威胁,有利于企业提高其营销能力和公司业绩,同时具有较强的实践价值和可操作性,对其他的医药企业的营销策略也具有一定的借鉴作用。
[Abstract]:In 2016, the state issued many policies on medical treatment, medicine, and medical equipment. It is precisely under the macro environment that the government is increasingly strict in regulating the pharmaceutical industry that the pharmaceutical industry is faced with the need to continuously improve product quality and reduce product prices. Strengthen business management needs and other challenges. These challenges can even reduce corporate profits. How to choose the appropriate marketing strategy and improve the profit under the existing operating environment has become the key problem that needs to be solved urgently in the pharmaceutical enterprises of our country at present. This article takes G Company as an example, first of all describes the research background and significance, research method, content and technical route; secondly, combs the marketing theory; through the investigation G company basic situation, the product, the price, the channel and the promotion marketing present situation, It is found that there are some problems such as insufficient marketing intensity of self-made products, single price strategy for outsourcing, unbalanced distribution of resources caused by the independence of marketing department, insufficient promotion of e-commerce platform and simple way of offline promotion. With the help of PSET and other methods, this paper analyzes the macro environment and industry environment of the enterprise. Through the analysis of SWOT, it makes clear the market opportunities, threats and the advantages and disadvantages of the enterprise itself. According to the situation of company G, it chooses the appropriate marketing strategy. Using STP theory, subdividing the market, selecting the target market and positioning the market, that is, to establish marketing tactics: to create high-end products and services, and to integrate the industrial chain. Finally, the corresponding strategies are given by using 4P marketing theory: strengthening product development and realizing product differentiation; implementing classified pricing of products; pricing enhancing the ability of distribution channels; strengthening diversified promotion methods. Effective implementation of marketing strategies and strategies requires organizational, talent, financial and technical support from the company. Through the research of G company's marketing strategy, it can further resist the many threats brought by the strengthening of drug management and management supervision, which is beneficial to the enterprise to improve its marketing ability and company performance, at the same time, it has strong practical value and maneuverability. The marketing strategy of other pharmaceutical enterprises also has a certain reference role.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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