湘南药业有限公司营销策略研究

发布时间：2018-03-11 22:03

本文选题：药业产品　切入点：营销问题　出处：《湖南农业大学》2013年硕士论文　论文类型：学位论文

【摘要】：近些年来,伴随着我国城市化、工业化进程的不断加快,人们反而更加期待回归自然。中药是我国祖先们发现并创造的民族瑰宝,主要来源于自然界,包括植物、动物和矿物,是天然性药物资源,加之其在预防和治疗慢性病以及疑难杂症等方面有比较好的效果,而且毒副作用小,成本比较低廉,这是化学药物无法做到的,因此,这类“天然药物”越来越受到世界各地消费者的关注。湘南药业有限公司位于湖南省衡阳市,主要从事优质中药材种苗培育、中药材种植、中药饮片加工等。公司产品远销全国各地以及东南亚、欧洲、韩国等。本人在阅读大量的国内外关于药品市场营销策略的相关文献的基础上,分析了湘南药业有限公司的市场营销内外部环境,并运用SWOT分析法进一步分析了公司的优势与劣势、威胁与机会。通过市场细分、目标市场选择明确了市场定位,制定了湘南药业有限公司的市场营销策略。湘南药业要想获得较好的发展,必须提高产品的质量,努力改进产品的生产工艺,建立特色生态种植园,提高产品的绿色标准,以提高产品在国际上的竞争力。湘南药业在目标客户群以及目标销售市场的选择上,应该定位在中老年市场、国内的县级、乡级市场等医药资源比较欠缺的地区,积极扩宽产品的销售渠道,以获得更大的经济效益。另外湘南药业要想获得良好的销售业绩,除了提高产品的质量之外,对销售人员的选择和培训也是至关重要的。湘南药业应该选择一批药学专业和营销学专业的毕业生作为营销人才进行培养,积极进行培训,提高营销团队的整体素质。
[Abstract]:In recent years, with China's urbanization and accelerating industrialization, people are looking forward to returning to nature. Traditional Chinese medicine is a national treasure discovered and created by our ancestors, mainly from nature, including plants, animals and minerals. Is a natural drug resource, plus it has better results in the prevention and treatment of chronic diseases and difficult and complex diseases, and has less toxic side effects and lower costs. This is something that chemical drugs cannot do, so, This kind of "natural medicine" has attracted more and more attention from consumers all over the world. Xiangnan Pharmaceutical Co., Ltd. is located in Hengyang City, Hunan Province, mainly engaged in the cultivation of high-quality Chinese medicinal plants, the cultivation of Chinese medicinal materials, the processing of Chinese medicine pieces, etc. The products of the company are exported to all parts of the country and Southeast Asia, Europe, etc. On the basis of reading a large number of domestic and foreign literature on drug marketing strategy, I have analyzed the internal and external environment of Xiangnan Pharmaceutical Co., Ltd. Using SWOT analysis method, the paper further analyzes the advantages and disadvantages, threats and opportunities of the company. Through the market segmentation, the target market choice defines the market position. The marketing strategy of Xiangnan Pharmaceutical Co., Ltd. has been formulated. In order to achieve better development, Xiangnan Pharmaceutical Industry must improve the quality of products, strive to improve the production process of products, set up special ecological plantations, and raise the green standards of products. In order to improve the international competitiveness of the products, the pharmaceutical industry of southern Hunan should be positioned in areas with relatively lacking medical resources such as the middle-aged and elderly market, the county-level market, the township market, and so on, in the selection of the target customer base and the target sales market. We should actively broaden the sales channels of our products in order to achieve greater economic benefits. In addition, if the pharmaceutical industry in southern Hunan wants to achieve good sales performance, it will not only improve the quality of its products, but also improve the quality of its products. The selection and training of sales personnel is also very important. A group of graduates majoring in pharmacy and marketing should be selected as marketing talents to train actively and improve the overall quality of marketing team.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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