新医改背景下A医药公司M产品营销策略研究
发布时间：2019-05-05 08:51
【摘要】：A公司独家引进德国原产纯植物药M产品,填补了当时国内临床应用口服药治疗静脉系统疾病的空白,M产品优质的治疗效果,很快得到下肢静脉疾病患者的青睐,成为下肢静脉疾病保守治疗患者长期的口服用药。经过20多年的市场开拓,目前M产品的年销售额已突破8亿元,正昂首挺胸向10亿元,20亿元迈进。伴随着国家新医疗改革的带来的“限方”、“降价”等措施的影响,自2014年以来,A医药公司的M产品市场增长率开始走低。A医药公司如何把握时代发展的脉搏,采取适应当下时势的营销策略,不断优化运营能力,努力争取在十三五的医疗改革浪潮中激流勇进,使M产品合规销售稳步有序向前推进,并牢牢占据市场领先地位,是A医药公司长期可持续发展的重大课题。本文第一章主要论述了研究背景和研究意义,国内外研究综述和研究思路和论文的组成结构。本文第二章论述了国内外营销组合理论,国外处方药的营销方式探析和国内处方药营销的现状和趋势。本文第三章主要论述了医药行业当前的发展现状和发展趋势,通过论述自2012年以来至2017年3月间医药行业的大事件,深入分析新一轮医疗改革对当前医药企业的深远影响,并论述了新医改下医药企业营销思路的转变方向。本文第四章论述了A医药公司的背景,M产品的具体背景信息和M产品的销售发展历程。本文第五章通过PEST分析法分析A医药公司的外部营销环境,通过SWOT分析法分析M产品的现状,展现医药公司的现有的营销体系和营销策略方面存在的主要问题。通过上述分析,以4Ps理论为指导,提出A公司M产品关于产品,价格,渠道,促销等方面营销改进策略及为实现上述营销策略实施的保障措施,为A公司长期可持续发展提供建议。第六章是对全文内容的总结,并提出展望。
[Abstract]:Company A exclusively introduced German pure plant medicine M product, which filled the blank of domestic clinical application of oral medicine in the treatment of venous system diseases at that time. The high-quality therapeutic effect of M product quickly got the favor of patients with lower extremity venous disease. It has become a long-term oral medication for patients with venous diseases of the lower extremities. After more than 20 years of market development, the annual sales of M products have exceeded 800 million yuan, forward to 1 billion yuan, 2 billion yuan. With the impact of "limited party" and "price reduction" brought about by the new national health care reform, since 2014, the market growth rate of M products of A Pharmaceutical Company has begun to decline. How A Pharmaceutical Company grasps the pulse of the development of the times? Adopt the marketing strategy that adapts to the current situation, continuously optimize the operation ability, strive to advance bravely in the health care reform wave of the 13th five-year Plan, so that M product compliance sales advance steadily and orderly, and firmly occupy a leading position in the market. Is A pharmaceutical company long-term sustainable development of a major issue. The first chapter of this paper mainly discusses the research background and significance, domestic and foreign research review and research ideas and the composition of the paper. The second chapter discusses the marketing combination theory at home and abroad, the marketing mode of prescription drugs abroad and the current situation and trend of domestic prescription drugs marketing. The third chapter of this paper mainly discusses the current development situation and development trend of the pharmaceutical industry. By discussing the major events in the pharmaceutical industry from 2012 to March 2017, the paper deeply analyzes the far-reaching impact of the new round of medical reform on the current pharmaceutical enterprises. It also discusses the changing direction of marketing thinking of pharmaceutical enterprises under the new medical reform. The fourth chapter of this paper discusses the background of A pharmaceutical company, the specific background information of M products and the sales development of M products. In the fifth chapter, the external marketing environment of A pharmaceutical company is analyzed by PEST analysis method, and the current situation of M product is analyzed by SWOT analysis method, which shows the main problems existing in the existing marketing system and marketing strategy of pharmaceutical company. Through the above-mentioned analysis, guided by 4Ps theory, this paper puts forward the marketing improvement strategy of product, price, channel, promotion and other aspects of product, price, channel, promotion and so on, and puts forward the safeguard measures to realize the above-mentioned marketing strategy. To provide advice for the long-term sustainable development of Company A. The sixth chapter is the summary of the full text content, and puts forward the prospect.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
本文编号：2469429
[Abstract]:Company A exclusively introduced German pure plant medicine M product, which filled the blank of domestic clinical application of oral medicine in the treatment of venous system diseases at that time. The high-quality therapeutic effect of M product quickly got the favor of patients with lower extremity venous disease. It has become a long-term oral medication for patients with venous diseases of the lower extremities. After more than 20 years of market development, the annual sales of M products have exceeded 800 million yuan, forward to 1 billion yuan, 2 billion yuan. With the impact of "limited party" and "price reduction" brought about by the new national health care reform, since 2014, the market growth rate of M products of A Pharmaceutical Company has begun to decline. How A Pharmaceutical Company grasps the pulse of the development of the times? Adopt the marketing strategy that adapts to the current situation, continuously optimize the operation ability, strive to advance bravely in the health care reform wave of the 13th five-year Plan, so that M product compliance sales advance steadily and orderly, and firmly occupy a leading position in the market. Is A pharmaceutical company long-term sustainable development of a major issue. The first chapter of this paper mainly discusses the research background and significance, domestic and foreign research review and research ideas and the composition of the paper. The second chapter discusses the marketing combination theory at home and abroad, the marketing mode of prescription drugs abroad and the current situation and trend of domestic prescription drugs marketing. The third chapter of this paper mainly discusses the current development situation and development trend of the pharmaceutical industry. By discussing the major events in the pharmaceutical industry from 2012 to March 2017, the paper deeply analyzes the far-reaching impact of the new round of medical reform on the current pharmaceutical enterprises. It also discusses the changing direction of marketing thinking of pharmaceutical enterprises under the new medical reform. The fourth chapter of this paper discusses the background of A pharmaceutical company, the specific background information of M products and the sales development of M products. In the fifth chapter, the external marketing environment of A pharmaceutical company is analyzed by PEST analysis method, and the current situation of M product is analyzed by SWOT analysis method, which shows the main problems existing in the existing marketing system and marketing strategy of pharmaceutical company. Through the above-mentioned analysis, guided by 4Ps theory, this paper puts forward the marketing improvement strategy of product, price, channel, promotion and other aspects of product, price, channel, promotion and so on, and puts forward the safeguard measures to realize the above-mentioned marketing strategy. To provide advice for the long-term sustainable development of Company A. The sixth chapter is the summary of the full text content, and puts forward the prospect.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
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