JH动物药业公司营销战略研究

发布时间：2018-05-18 11:43

本文选题：药业公司 + 营销战略　；参考：《华中科技大学》2013年硕士论文

【摘要】：我国畜牧业在进入21世纪以来，步入了快速发展阶段。同时兽药行业进入了快速的发展轨道，兽药市场的竞争也日益加剧，这样就推动企业在研发、生产及营销等方面的调整与转变。我国动物药品行业的目前状况是：投入不大、基础薄、建设规模小、生产水平低、研发投入少、产品科技含量低、产品以仿制为主，动物药品的竞争日趋白热化；同时兽药的分销渠道不规范，渠道经销商意识不足；动物药品企业的经营面临重重困难与巨大挑战，动物药品的市场营销渠道是当前企业发展的核心营销战略。当前以民企或合资为主的生产经营者逐步成为动物药品业市场营销主导。本文以国内外相关的市场营销理论为基础，利用PEST分析法、五力竞争模型等，使用SWOT矩阵分析法，剖析企业的优势和劣势、机会和威胁，结合JH公司的资源和能力，，根据市场定位与市场细分理论来定位企业的目标市场，最后制定出JH公司4Ps营销策略和实施对策。本文在对JH动物药业公司目前营销管理现状进行分析的基础上，针对公司外部环境，特别是对西南地区同行的营销分析、比对，总结各企业特点，用于JH公司营销战略的研究；通过对我国动物药品行业和JH公司现状的分析，结合市场营销渠道的相关理论，根据JH公司营销发展战略需要，提出并构建了适合JH公司的营销渠道管理体系。本文理论与实际相结合，在当前我国动物药品市场形势不断激变背景下，把战略管理理论应用于企业战略实践，对JH公司未来的稳定和发展具有一定的指导意义。
[Abstract]:Since entering the 21 st century, animal husbandry in our country has stepped into the stage of rapid development. At the same time, the veterinary medicine industry has entered a rapid development track, and the competition in the veterinary medicine market is becoming increasingly fierce, which will promote the adjustment and transformation of enterprises in research and development, production and marketing. The current situation of animal medicine industry in China is as follows: the investment is small, the foundation is thin, the construction scale is small, the production level is low, the R & D investment is low, the product science and technology content is low, the product is mainly imitation, the competition of animal medicine is becoming more and more intense; At the same time, the distribution channels of veterinary drugs are not standardized, the channel distributors are not conscious enough, and the management of animal medicine enterprises is faced with many difficulties and great challenges. The marketing channel of animal drugs is the core marketing strategy of current enterprises. At present, private enterprises or joint-venture-oriented production operators gradually become the marketing leading animal medicine industry. Based on the relevant marketing theories at home and abroad, this paper analyzes the strengths and weaknesses of enterprises, opportunities and threats, and combines the resources and capabilities of JH Company with the PEST analysis method, the five-force competition model, and the SWOT matrix analysis method. According to the theory of market positioning and market segmentation, the target market of the enterprise is positioned. Finally, the 4Ps marketing strategy and implementation countermeasures of JH Company are worked out. Based on the analysis of the current marketing management situation of JH Animal Pharmaceutical Company, this paper compares and summarizes the characteristics of each enterprise and applies it to the study of JH Company's marketing strategy, aiming at the external environment of the company, especially the marketing analysis of the counterparts in Southwest China. Based on the analysis of the current situation of animal medicine industry and JH company in China and the relevant theories of marketing channel, and according to the needs of JH company's marketing development strategy, the paper puts forward and constructs a suitable marketing channel management system for JH company. This paper combines the theory with practice, under the background of the current situation of animal medicine market in our country, applies the strategic management theory to the enterprise strategic practice, which has certain guiding significance for the future stability and development of JH Company.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

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