HGY兽药产品的营销策略研究

发布时间：2018-05-24 02:16

本文选题：兽药产品 + HGY公司　；参考：《广西大学》2013年硕士论文

【摘要】：近年来,随着我国兽用右旋糖酐铁注射液市场竞争日益白热化,根据中国兽药信息网统计,截止2011年12月,兽药右旋糖酐注射液注册企业439个,总注册产品批准文号达701个。市场上生产兽用右旋糖酐铁注射液企业众多,产能严重过剩,产品同质化程度严重,导致生产企业面临价格战、库存压力、资金周转等突出问题。为了生存与发展,同行企业通过采取不同的营销策略以应对激烈的市场竞争。为了适应激烈竞争的市场环境,需要深入分析目前的市场营销策略中存在的问题,不断完善市场营销策略。HGY制定的营销策略能否适应市场竞争需要以及高效的运作能力已是企业生存与发展的重要保障。本文以营销相关理论为基础,以HGY兽药产品经营实际为背景,论文通过分析了HGY兽药产品的外部竞争环境；HGY兽药产品目前营销现状和营销策略执行的状况,找出存在的问题及不足,在此基础上主要依据4P理论研究并制定了产品、定价、渠道、促销、品牌等策略相互结合的营销策略。希望通过本文的分析,找到适合HGY兽药产品市场不断发展的营销策略,为HGY兽药产品的营销策略提出可操作性的建议,提高HGY兽药产品的销量和市场占有率,提高企业经营效益。
[Abstract]:In recent years, with the increasingly fierce competition in the market of iron dextran injection for veterinary use in China, according to statistics of China Veterinary Drug Information Network, as of December 2011, there are 439 registered enterprises of dextran injection and 701 registered product number. In the market, there are many enterprises producing iron dextran injection for animal use, with serious overcapacity and serious product homogenization, which leads to the outstanding problems such as price war, inventory pressure, capital turnover and so on. In order to survive and develop, peer enterprises adopt different marketing strategies to cope with fierce market competition. In order to adapt to the fierce competition in the market environment, we need to deeply analyze the problems existing in the current marketing strategy. Whether the marketing strategy formulated by HGY can meet the needs of market competition and the ability to operate efficiently is an important guarantee for the survival and development of enterprises. Based on the theory of marketing and the background of HGY veterinary drug products management, this paper analyzes the external competition environment of HGY veterinary drug products and the current marketing situation of HGY veterinary drug products and the implementation of marketing strategies. Find out the existing problems and shortcomings, and based on the 4P theory to study and formulate the product, pricing, channel, promotion, brand and other strategies combined with the marketing strategy. Through the analysis of this paper, we hope to find out the marketing strategy suitable for the continuous development of HGY veterinary drug product market, put forward the feasible suggestions for the marketing strategy of HGY veterinary drug product, and improve the sales volume and market share of HGY veterinary drug product. We will improve the operating efficiency of enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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