拜阿司匹灵的营销策略研究

发布时间：2018-01-04 10:45

本文关键词：拜阿司匹灵的营销策略研究　出处：《昆明理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国国民经济的快速发展,人民生活水平的不断提高,一些危害人民健康的疾病发病率也随之增高,其中心脑血管疾病发病率的上升尤显突出,心肌梗塞、脑梗塞都是目前临床上致死率、致残率最高的疾病,而这些恶性疾病的发生发展都与血栓的形成有直接的关系。随着临床上对抗血栓药物的需求增加,抗栓药物已成为全球药物开发的热门,不同品牌的抗栓药物不断涌现。拜阿司匹灵作为心脑血管预防第一领导品牌的抗栓药物,面临着巨大的市场竞争压力。如何制定出符合市场环境和产品优势的营销策略,提升竞争力,为企业的长期发展战略奠定坚实的经济基础,在激烈竞争中保持并取得更有利地位,采取什么样的市场营销策略是本文研究的重点。本研究以市场营销STP理论、4P和4C理论为基本分析方法,对拜阿司匹灵市场进行了细分,在市场细分的基础上,确定拜阿司匹灵的目标市场,并根据目标市场重新给予了市场定位,从而构建了新的营销渠道、促销策略等；运用SWOT分析法,对拜阿司匹灵当前的内、外部环境进行剖析,分析出拜阿司匹灵的优势和劣势、在市场上面临的机会与威胁,明确了拜阿司匹灵最有威胁的远(氯吡格雷)、近(国产阿司匹林片)类竞争产品,针对竞品分析找出在拜阿司匹灵在营销方面存在的关键问题,结合拜阿司匹灵的产品特点以及中国医药市场推广模式,并结合相关的营销理论,认为拜阿司匹灵需要进一步巩固拜阿司匹灵原研产品百年品牌、推广其高品质的精确肠溶工艺、结合消费群体不同推广不同剂量和规格、拓宽销售渠道以达到更广阔的市场覆盖,从而进一步增强拜阿司匹灵在抗栓领域的竞争力。本文是在理论联系实际的基础上,结合多种方法和途径搜集到了大量的市场营销资料和内部市场信息,运用案例分析法、比较说明法、图表法、抽样调查法、数据统计法等多种方法,从中国医药市场营销的实践中提出问题,再分析存在的问题,最后提出解决问题的方案和建议。
[Abstract]:With the rapid development of our national economy, the improvement of people's life, some harm to people's health, disease incidence rate also increased, the increased incidence of cardiovascular and cerebrovascular diseases was particularly prominent, myocardial infarction, cerebral infarction is currently in clinical disease caused by the highest mortality rate, disability rate, and the occurrence and development of these malignant disease and thrombosis have a direct relationship.
Along with the medicine against thrombus increased demand for antithrombotic drugs has become a hot global drug development, different brands of antithrombotic drugs are emerging antithrombotic drugs for treatment. A spirit for cardiovascular prevention first leading brand, facing the tremendous pressure of market competition. How to develop the market environment and product advantages marketing strategy, enhance competitiveness, to lay a solid economic foundation for the long-term development strategy of the enterprise, in the fierce competition to maintain and obtain a more favorable position, take what kind of marketing tactics is the focus of this paper.
Based on the marketing theory of STP, 4P and 4C theory as the basic analysis method of Bayaspirin market segmentation, on the basis of market segmentation, to determine the Bayaspirin target market, and according to the target market to give the market positioning, in order to build a new marketing channel, promotion strategy etc.; using SWOT analysis method, on Bayaspirin current, analyze the external environment, analyze the Bayaspirin advantages and disadvantages, facing the market opportunities and threats, the most threatening Bayaspirin far (clopidogrel Gray), close (domestic Aspirin Tablets competition) according to the analysis of products, competitive products to identify key issues in Bayaspirin in marketing exist, combined with Bayaspirin product characteristics and Chinese medicine marketing mode, and combined with the related marketing theory, think Bayaspirin need further Consolidate Bayaspirin original products hundred years of brand, promote its high-quality precise enteric technology, combined with the promotion of different consumer groups in different dosage and specifications, expand sales channels to achieve a more broad market coverage, to further improve the Bayaspirin on antithrombotic field of competitiveness.
This paper is based on the theory and practice, combined with a variety of methods and approaches of collected large amounts of marketing information and internal market information, using case analysis method, comparison method, chart method, sampling survey method, data statistics method, put forward the question from the practice Chinese of pharmaceutical marketing, and analysis the existing problems, finally puts forward solutions and suggestions.

【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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