YZ公司东南亚市场营销策略研究

发布时间：2018-06-10 20:51

本文选题：YZ公司 + 医药　；参考：《南昌大学》2017年硕士论文

【摘要】：随着世贸的打开,中国医药企业也纷纷走出国门,迈向海外市场。医药国际贸易额逐年增加。虽然我国的西药都以仿制药为主,但在海外市场因合适的市场营销策略站住脚跟。而作为我国唯一具有自主知识产权的中药,随着海外政府大门的逐渐放开,发展潜力巨大。本文以YZ公司为背景,就YZ公司开发东南亚市场的营销策略进行较深入的研究。首先,确定了本文的研究背景及意义,并对国际营销的基本理论等进行了综合描述。其次,从开发东南亚市场的外部环境和企业的内部环境进行了细致的分析,从而得出YZ公司开发东南亚市场的优势有:公司资源优势、产品优势以及市场优势;劣势有:产品水平和技术创新能力薄弱、市场开拓力度等。最后提出了本文的重点,通过对前面的分析以及对东南亚市场的细分和定位,分别从营销4P策略中得出切实可行的营销方案。
[Abstract]:With the opening of the WTO, Chinese pharmaceutical enterprises have also gone abroad to enter the overseas market. The international trade volume of medicine is increasing year by year. Although the western medicine of our country is mainly made of generic medicine, it has a foothold in the overseas market because of the appropriate marketing strategy. As the only Chinese medicine with independent intellectual property rights, with the opening of overseas government door, the development potential is huge. In this paper, YZ Company as a background, YZ Company to develop the marketing strategy of Southeast Asia in-depth study. Firstly, the research background and significance of this paper are determined, and the basic theories of international marketing are comprehensively described. Secondly, from the development of Southeast Asia market external environment and the internal environment of the enterprise to carry on the detailed analysis, thus obtains the YZ company to develop the Southeast Asia market superiority: the company resources superiority, the product superiority and the market superiority; Weaknesses include: weak product level and technical innovation ability, market development strength, and so on. Finally, the emphasis of this paper is put forward. Through the analysis of the previous analysis and the segmentation and positioning of the Southeast Asian market, the feasible marketing scheme is obtained from the marketing 4p strategy.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F125;F274

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