滨春制药“沂迪”系列抗肿瘤药品营销策略研究

发布时间：2018-04-08 14:25

本文选题：抗肿瘤药品　切入点：滨春制药　出处：《吉林大学》2013年硕士论文

【摘要】：医药行业被誉为“朝阳产业”，从我国实施改革开放以来，它保持了很高的发展速度。随着我国癌症患者数量的不断增多，抗肿瘤药物市场呈现出膨胀的状态。市场的膨胀造成了新竞争者的进入，同时国外资本也开始进入抗肿瘤药物市场，国外医药巨头利用自己强大的资金实力和研发能力逐步占领我国市场，并进一步加剧了市场的竞争程度。滨春制药股份有限公司（滨春制药）是我国一家集药品研发、生产、销售为一体的国家重点高新技术医药集团，其产品“沂迪Ⅰ”和“沂迪Ⅱ”是治疗非小细胞肺癌和乳腺癌的药物，目前在国内市场占据主导地位。本文运用营销方面的知识，结合我们医药行业当下改革的大背景，通过对宏观的政治、经济、社会、技术分析，认为我国目前医药行业处于改革的大环境，经济发展迅速人民收入水平不断提高，人口老龄化进程加速，医药技术发展迅速等特点，，并最终判断出目前医药行业市场需求潜力大竞争逐渐加剧的判断。同时，在对抗肿瘤医药市场现状进行分析的基础上运SWOT方法，从优势（滨春制药研发能力居国内企业前列、营销网络覆盖面广）、劣势（与国外企业比实力差距大等）、机会（城镇化推广、人口老龄化、癌症发病率提高等）以及威胁（市场重组和兼并风险、资金供给风险、外资企业涌入风险）四个方面对产品进行定位。目标市场方面，企业应该以专业类肿瘤医院和二级甲等及以上综合类医院为主战场，同时投入开发二级甲等以下综合类医院、药店、以及海外市场，这类市场具有患者集中，市场需求量大以及潜力巨大的特点。结合企业产品自身的特点并与其他竞争产品进行比较，将产品定位为性价比最好的抗代谢类抗肿瘤药物。为了保证“沂迪Ⅰ”和“沂迪Ⅱ”营销战略的实施，本文建议从建设品牌效应，设立介于国内普通产品和国外竞争产品的定价，建立发展新型的代理模式然后逐步向自主销售模式转变的营销渠道，从人员、学术、广告和公关促销四个方面对产品实施全面营销战略。为了保障营销策略的实施，本文建议从企业文化建设，营销网络建设，改善药品保障安全，加强辅导机构建设四个方面进行企业的结构的完善。
[Abstract]:The pharmaceutical industry is known as "sunrise industry", since the implementation of China's reform and opening up, it has maintained a high growth rate. As the number of cancer patients in our country is increasing, anti tumor drugs market shows the expansion of the state. The market expansion caused the entry of a new competitor, while foreign capital also began to enter the anti cancer drug market, foreign pharmaceutical giants with their strong financial strength and R & D capability gradually occupied the market of our country, and further exacerbated the degree of competition in the market.
Binchun pharmaceutical Limited by Share Ltd (binchun pharmaceutical) in China is a pharmaceutical research and development, production, sales as one of the national key high-tech pharmaceutical group, its products "Yi Di 1" and "Yi Di II" is a drug for the treatment of non-small cell lung cancer and breast cancer, currently occupy the leading position in the domestic market. In this paper, using the marketing knowledge, combined with the background of the current reform in our pharmaceutical industry, based on the macro political, economic, social, technical analysis, that China's current pharmaceutical industry in the reform of the environment, rapid economic development and constantly improve the level of people's income, the population aging process accelerated, the development of medical technology and rapid characteristics. And finally determine the current pharmaceutical industry market demand potential competition judgment. At the same time, based on the analysis of the current situation in tumor medicine market against the SWOT method, from the advantage (binchun Pharmaceutical R & D capacity in front of domestic enterprises, marketing network coverage), weakness (with foreign enterprises than the strength gap etc.), opportunities (promotion of urbanization, population aging, the incidence of cancer increased) and the threat (market restructuring and merger risk, fund risk, risk of foreign companies into four aspects) the localization of products. The target market, enterprises should be based on professional cancer hospital and the two grade and above comprehensive hospitals as the main battlefield, at the same time in the development of two grade comprehensive hospital following, pharmacies, and overseas markets, the market has a large market demand were concentrated, and the enormous potential characteristics. Combined with the characteristics of the enterprise product itself and other competitive products are compared, product positioning is the best cost-effective antimetabolite. In order to ensure the "Yi Di 1" and "Yi Di II" marketing strategy The implementation of the recommendations from the construction of the brand, set up between the domestic and foreign common products competitive product pricing, develop new agent model and then gradually transition to independent sales model of marketing channel, from personnel, academic, advertising and public relations promotion four aspects of the implementation of a comprehensive marketing strategy for products in order to ensure the implementation of marketing strategies. This paper, from the construction of enterprise culture, marketing network construction, improve drug safety, strengthen the construction of the four aspects of counseling agencies improve the enterprise structure.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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