YH公司“百佳利”小儿四维葡钙片促销策略研究

发布时间：2018-03-26 03:01

本文选题：YH药业　切入点：“百佳利”产品　出处：《昆明理工大学》2015年硕士论文

【摘要】：目前,我国的儿童补钙市场有着巨大的市场份额,截止2013年年底,中国的儿童补钙产品的市场容量约为20亿元。当前儿童补钙产品从产品成分看主要分为有机钙、无机钙、小颗粒钙三类。在国内生产儿童补钙产品的厂家有数十家,市场竞争较为激烈。其中儿童补钙类主流产品主要集中在碳酸钙类别,因其产品原材料技术要求低、利润空间大。代表产品有惠氏制药的钙尔奇小添佳及百洋药业的迪巧钙,这两家产品都属于进入市场较早,有较强的品牌背书,通过长期的促销宣传和客户积累,无论是品牌知名度还是消费市场教育和口碑都有一定的基础。百佳利小儿四维葡钙片是YH药业在2014年的战略产品之一,于2014年4月正式推出进入市场。生产企业YH制药有70年历史,自1986年国家药政部门对药品质量实行严格抽检,其产品抽检合格率连续保持100%。另外公司是国内首家通过ISO9001、ISO14001、ISO10012三项认证的医药企业,2011年YH制药口服固体制剂车间获得欧盟认证,2013年制剂出口欧盟近4亿片。百佳利是YH制药2014年新创设的儿童药品牌,是YH制药近年来的重大战略举措之一。文章的结构由七个部分组成,第一个部分也就是文章的第一章,在这一章主要是文章的绪论,绪论中包含了该课题的研究背景,选题的框架以及研究思路,其中也具体阐述了研究该课题的具体意义。文章的第二章具体阐述了该选题的理论支撑点和相关概念的定义,文章需要运用到的理论观点有促销策略、目标营销策略,并对这些理论和营销环境进行分析,为论文后面百佳利促销策略组合的构建提供理论基础；第三章,主要是对国内外儿童补钙药品市场的现状和发展趋势进行分析；第四章,分析百佳利的促销现状及面临的问题,找到其面临的问题及挑战；第五章,在这一章节中主要运用SWOT分析法,根据这个分析法对百佳利所处的市场情况进行分析,百佳利所处的市场环境包括宏观环境、微观环境以及主要竞争对手及其促销策略分析、找出百佳利的竞争优势。第六章、运用STP理论,对百佳利进行目标市场定位,根据目标市场定位,选择促销策略组合,并对促销效果进行评价,最后第七章是本文的结论部分。
[Abstract]:At present, China's children's calcium supplement market has a huge market share. By the end of 2013, the market capacity of children's calcium supplementation products in China was about 2 billion yuan. At present, children's calcium supplementation products are mainly divided into organic calcium and inorganic calcium in terms of product composition. There are dozens of manufacturers producing children's calcium supplement products in China, and the market competition is fierce. Among them, the mainstream products of children's calcium supplementation category are mainly concentrated in the calcium carbonate category because of the low technical requirements of raw materials for their products. Big profit margin. Represents the products of Wyeth Pharmaceutical's Calcium small Tim Jia and Baiyang Pharmaceutical Co., Ltd., these two products belong to the market early, have a strong brand endorsement, through long-term promotion and customer accumulation, Both brand awareness and consumer market education and word of mouth have a certain foundation. Baijia Peer Siwei calcium tablets is one of YH's strategic products in 2014. YH Pharmaceutical Company has a history of 70 years. Since 1986, the State Drug Administration has carried out strict sampling inspection on the quality of drugs. In addition, the company is the first pharmaceutical enterprise in China to pass ISO9001O14001O10012 certification. In 2011, YH pharmaceutical oral solid preparation workshop was certified by the European Union. In 2013, nearly 400 million formulations were exported to the EU. YH Pharmaceutical's new children's drug brand in 2014, The structure of the article is composed of seven parts, the first part is the first chapter, this chapter is mainly the introduction of the article, the introduction contains the research background of this topic. The framework of the topic and the research ideas, including the specific significance of the study. The second chapter of the article describes the theoretical support of the topic and the definition of related concepts. The theoretical viewpoints need to be applied in this paper are promotion strategy, target marketing strategy, and the analysis of these theories and marketing environment. It mainly analyzes the current situation and development trend of children's calcium supplement medicine market at home and abroad; the fourth chapter, analyzes the promotion status and the problems faced by Parkley, and finds out the problems and challenges it faces; chapter five, In this chapter, we mainly use SWOT analysis method, according to this analysis method to analyze the market situation of Parkley, the market environment includes macro environment, micro environment, main competitors and their promotion strategy analysis. The sixth chapter uses STP theory to locate the target market, according to the target market position, selects the promotion strategy combination, and carries on the appraisal to the promotion effect. The seventh chapter is the conclusion part of this paper.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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