渝和堂药业中药饮片营销策略研究

发布时间：2018-04-30 11:49

本文选题：中药饮片 + 产业链　；参考：《上海交通大学》2013年硕士论文

【摘要】：中国中医的博大精深和中药资源的丰富多彩,加上数千年华夏民族的探索、发展、完善,逐步建立起独立完整的中医药体系,在中华民族的文化宝库中一直占据重要的地位。特别是,天然植物药在全球倍受关注和重视,带动了中药市场迅速的发展。近年来,中国政府鼓励中医药发展,并制定一系列有利于行业发展的政策。中药饮片行业作为中药行业最重要的子产业,近年来发展迅猛,正处于向工业化、现代化发展的转折期。渝和堂药业位于重庆巴南区,是一家尚在建设中的现代化中药饮片企业,由重庆铭维投资公司于2011年投资筹建,预计2013年正式投入生产。重庆铭维投资是一家以专业投资医药行业的投资公司,旗下有一家中成药生产企业、三家药品批发企业、一家药品零售连锁企业。渝和堂药业作为一家专业的中药饮片企业,将更进一步完善铭维投资有限公司旗下的中药产业链,使其旗下的医药产业向集团化迈进。目前,中药饮片行业进入门坎低,竞争逐渐白热化,加上政策监管才刚刚跟进,市场秩序较混乱。本文希望通过对渝和堂药业中药饮片营销策略的研究,为该企业进入市场提供策略帮助,增强市场竞争力和获利能力,同时也希望通过本文的研究对中药饮片行业有较系统的了解和分析,为推动中药饮片产业的发展尽微薄之力。本文从中药饮片市场的发展历史及现阶段中药产业链结构入手,分析了中药饮片在整个中药行业中的位置和与上下游产业的关联性。从而进一步分析了中药饮片的市场需求规模以及竞争态势,通过这些分析我们能清晰地了解中药饮片市场目前的格局和发展趋势,为企业决策提供了一定的依据。接下来文章对重庆铭维投资公司做了分析,梳理了铭维投资公司旗下的其他企业的营销状况以及与渝和堂药业相互的关联性。并运用波特“竞争五力模型”对中药饮片市场的竞争环境进行研究;运用SWOT分析方法对企业的优劣势和市场环境的机会、威胁进行了研究。这些研究让我们认识到:中药饮片区域市场竞争激烈,全国性的领导品牌还没有形成;处方市场竞争激烈,OTC市场和药膳市场有待挖掘;工业原料供应市场的需求与民用消费市场需求切然不同,工业原料市场受原产地影响较大。在这些研究的基础上,通过STP分析法,对中药饮片市场进行了市场细分,并有效选择了渝和堂药业的目标市场,确定了渝和堂药业的市场定位。最后,详细探讨了渝和堂药业中药饮片的市场策略,主要研究了产品组合策略、定价策略、渠道策略和促销策略。这些策略的研究为渝和堂药业中药饮片进入和启动市场提供了理论方向。
[Abstract]:The extensive and profound Chinese medicine and the rich and colorful Chinese medicine resources, plus thousands of years of exploration, development, improvement, and gradually set up an independent and complete Chinese medicine system, has been playing an important role in the cultural treasure house of the Chinese nation. In particular, natural plant drugs in the global attention and attention, led to the rapid development of traditional Chinese medicine market. In recent years, the Chinese government has encouraged the development of traditional Chinese medicine and formulated a series of policies conducive to the development of the industry. As the most important sub-industry of traditional Chinese medicine industry, the Chinese medicine industry is developing rapidly in recent years and is in the turning point of industrialization and modernization. Located in Bannan, Chongqing, Yuhetang Pharmaceutical Co., Ltd. is a modern Chinese medicine chip company under construction. It was founded in 2011 by Chongqing Mingwei Investment Co., and is expected to be put into production in 2013. Chongqing Mingwei Investment is a professional investment company in the pharmaceutical industry. It has a Chinese patent medicine production enterprise, three drug wholesale enterprises and a pharmaceutical retail chain. As a professional Chinese medicine company, Yuhetang Pharmaceutical Co., Ltd. will further improve the Chinese medicine industry chain of Mingwei Investment Co., Ltd. and make its pharmaceutical industry move towards collectivization. At present, the traditional Chinese medicine industry into a low threshold, competition gradually intensified, plus policy regulation has just followed up, market order is more chaotic. This paper hopes that through the study of the marketing strategy of traditional Chinese medicine pieces in Yu-he Tong Pharmaceutical Industry, it will provide strategic help for the enterprise to enter the market and enhance its market competitiveness and profitability. At the same time, we hope to have a systematic understanding and analysis of the traditional Chinese medicine slice industry through the research of this paper, so as to promote the development of the traditional Chinese medicine slice industry. Starting from the development history of the Chinese medicine slice market and the current structure of the traditional Chinese medicine industry chain, this paper analyzes the position of the traditional Chinese medicine slice in the whole traditional Chinese medicine industry and its relationship with the upstream and downstream industries. Through these analyses, we can clearly understand the current market pattern and development trend of traditional Chinese medicine pieces, and provide a certain basis for enterprises to make decisions. Then the article analyzes the marketing situation of other enterprises and the interrelationship with Yuhe Tong Pharmaceutical Industry in Chongqing Mingwei Investment Co., Ltd. The competitive environment of traditional Chinese medicine slice market is studied by using Porter's "five competitive force model", and the advantages and disadvantages of enterprises and the opportunities and threats of market environment are studied by using SWOT analysis method. These studies make us realize that the regional market competition of traditional Chinese medicine is fierce, the national leading brand has not been formed, the OTC market and the medicine food market need to be excavated. The demand of industrial raw material supply market is different from that of civilian consumption market, and the industrial raw material market is greatly affected by origin. On the basis of these studies, the market of traditional Chinese medicine pieces was subdivided by STP analysis, and the target market of Yuhe Tong Pharmaceutical Industry was selected effectively, and the market orientation of Yuhe Tang Pharmaceutical Industry was determined. Finally, the paper discusses the market strategy of traditional Chinese medicine in Yu-he-tang pharmaceutical industry in detail, mainly studies product combination strategy, pricing strategy, channel strategy and promotion strategy. The study of these strategies provides a theoretical direction for the entry and starting of the market of traditional Chinese medicine pieces in Yu-he Tong Pharmaceutical Industry.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

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