安立泽产品的市场营销策略研究

发布时间：2018-05-11 03:21

本文选题：市场竞争 + 战略管理　；参考：《广西师范大学》2013年硕士论文

【摘要】：糖尿病目前已经成为了全球一个严重的公共卫生问题,每年死于糖尿病的人数远远高于死于艾滋病的人数,它已经成为发达国家继心血管病和肿瘤之后的第三大非传染性疾病,严重威胁着人们的身体健康和正常的生产、生活劳动。而我国的糖尿病患者人数已经超越印度,跃居全球第一位(9240万),糖尿病前期患者也将近1.83亿人。据卫生部公布的调查结果显示,中国每天新增3000多例糖尿病患者,每年大约新增120万例糖尿病患者。面对如此庞大的糖尿病及潜在人群,糖尿病用药市场规模势必快速增大。随之而来的便是众多国内外制药企业争抢占该疾病领域的市场,市场竞争也会因此越发激烈。制定完善、合理的市场营销策略是决定企业发展和市场竞争中的关键性因素。本文研究对象“安立泽”正是在上述背景下,由阿斯利康(以下简称AZ公司)与百时施贵宝联合推出的新型降糖类药物。为了提高安立泽产品在糖尿病领域的知名度,通过市场分析,制定出赢得市场的营销策略,并跟踪监察,从而实现公司对该产品的预期(指标和市场份额),使得阿斯利康公司借助该产品在糖尿病领域成为成长最快的公司之一。本文拟通过对安立泽产品市场营销进行了深入分析和全面研究,首先分析目前“安立泽”市场营销所面临的问题,接着利用PEST分析方法、五力模型和4P理论,对“安立泽”的行业宏观和微观环境进行分析,通过SWOT分析来识别“安立泽”的优劣势,从而抓住机遇,发挥优势,规避风险,并以此确定制定“安立泽”产品的市场定位,制定市场策略方案。最后,提出如下安立泽产品的市场营销策略保证实施：组建一流市场营销团队,打造积极向上的企业文化氛围,定期进行市场调研和反馈,建立有影响力的学术平台,以期望在竞争日益激烈的市场竞争大环境下,能够帮助企业改善企业营销水平、提高市场竞争力。
[Abstract]:Diabetes has become a serious public health problem around the world, and it has become the third largest non-communicable disease in developed countries after cardiovascular disease and cancer, with far more people dying of diabetes than AIDS each year. A serious threat to people's health and normal production, life and labor. The number of diabetes patients in China has surpassed that in India, ranking first in the world (92.4 million and nearly 183 million). According to the findings released by the Ministry of Health, China has more than 3000 new cases of diabetes every day and about 1.2 million new cases of diabetes each year. In the face of such a large number of diabetes and potential population, the scale of diabetes drug market is bound to grow rapidly. As a result, many domestic and foreign pharmaceutical companies scramble to occupy the disease market, and the market competition will become more and more fierce. Making perfect and reasonable marketing strategy is the key factor in enterprise development and market competition. Under the above background, AstraZeneca (AZ Company) and Bristol-Myers Squibb developed a new hypoglycemic drug. In order to improve the popularity of Amritzer products in the field of diabetes, through market analysis, the marketing strategy to win the market, and tracking monitoring, This makes AstraZeneca one of the fastest-growing companies in the diabetes industry by meeting its expectations (indicators and market share). In this paper, through the in-depth analysis and comprehensive research on the marketing of Anlitzer's products, the author first analyzes the problems faced by Anlitzer's marketing, then uses the PEST analysis method, the five-force model and the 4P theory. This paper analyzes the macro and micro environment of "Enlize" industry, identifies the advantages and disadvantages of "Anlitzer" by SWOT analysis, so as to seize the opportunity, give full play to its advantages and avoid risks, and then determine the market positioning of the "Anlitzer" product. Make the marketing strategy plan. Finally, the following marketing strategies of Amlize products are put forward: to set up a first-class marketing team, to create a positive corporate culture atmosphere, to conduct market research and feedback regularly, and to establish an influential academic platform. In order to improve the marketing level and enhance the market competitiveness of enterprises, it is expected that under the increasingly competitive market environment, it can help enterprises to improve their marketing level.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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