A制药公司的心血管类药品营销策略研究

发布时间：2018-03-21 15:32

本文选题：营销策略　切入点：制药公司　出处：《云南大学》2013年硕士论文　论文类型：学位论文

【摘要】：医药产业被称为永远的朝阳产业。据统计,2003至2012年近10年间全球药品市场的销售额保持10%左右的年均增长率,远远高于世界经济的增长率。2012年,我国已经成为全球第六大药品市场.预计2020年我国将成为全球第二大医药市场,仅次于美国.市场容量将达2000多亿美元。 Z药是A药业自主研发的二类新药,自1989年正式在国内上市开始。该药对于防治心绞痛、冠心病、心肌缺血、心律失常等均有显著疗效。可以说是目前治疗心脑血管疾病的药品中的强势品牌。到2010年,年销售额已达6.1亿元。然而,由于药品行业中新竞争企业的不断进入,而不同的药品企业间所生产的产品较为类似,产品的相互替代程度高,使得药品行业企业间在产品的价格上逐步展开了激烈的战争。加之,随着Z药在经历了市场开发、快速的市场增长期后,现在步入了销售的瓶颈时期。因此,A公司如何在心脑血管药品市场的竞争中,通过开拓进取、改良市场营销策略,调整竞争手段,使Z药这一心脑血管类中成药强势品牌的销售额再次实现新一轮的飞跃,市场份额保持长期的稳定性,是本文研究的主要目的和要解决的主要问题。作者通过对市场营销的SWOT理论、PEST理论等相关理论的研究与应用,试图对Z药当前的市场营销策略进行调整,来进一步增强A集团公司的竞争力。研究力求以新的营销策略来扩大Z药的市场份额。同时,通过对相关理论成果的研究和应用,对企业的顾客需求进行准确定位,从而帮助企业提高顾客的忠诚度,提升Z药的核心竞争力。
[Abstract]:The pharmaceutical industry is called the sunrise industry forever. According to statistics, the average annual growth rate of the global drug market during the past 10 years from 2003 to 2012 is about 10%, which is far higher than the growth rate of the world economy. China has become the world's 6th largest drug market. In 2020, China is expected to become the world's second largest pharmaceutical market, after the United States. The market capacity will reach more than 200 billion US dollars. Drug Z is a class II new drug developed independently by the pharmaceutical industry A, which has been on the domestic market since 1989. It has been used to prevent and treat angina pectoris, coronary heart disease and myocardial ischemia. Arrhythmia and so on have remarkable curative effect. It can be said to be a strong brand in the medicine of treating cardiovascular and cerebrovascular diseases at present. By 2010, the annual sales had reached 610 million yuan. However, due to the continuous entry of new competitive enterprises in the pharmaceutical industry, However, the products produced by different pharmaceutical enterprises are more similar, and the products have a high degree of substitution, which has led to a fierce war on the price of products among enterprises in the pharmaceutical industry. In addition, with the development of Z drugs in the market, After the rapid market growth period, we are now entering the bottleneck period of sales. Therefore, how to improve the marketing strategy and adjust the competitive means in the competition of cardiovascular and cerebrovascular medicine market through pioneering and enterprising, Make Z medicine, a strong brand of cardio-cerebrovascular Chinese patent medicine, once again achieve a new round of sales leap, market share to maintain long-term stability, Through the research and application of SWOT theory and pest theory, the author tries to adjust the current marketing strategy of Z drug. To further enhance the competitiveness of Group A. the research seeks to expand the market share of Z drugs with new marketing strategies. At the same time, through the research and application of related theoretical results, the customer needs of enterprises are accurately positioned. In order to help enterprises improve customer loyalty, improve Z-drug core competitiveness.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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