A公司在医疗机构广阔市场营销策略研究

发布时间：2018-06-01 01:25

本文选题：市场营销 + 医疗机构广阔市场　；参考：《西南交通大学》2013年硕士论文

【摘要】：随着我国新一轮医疗改革的逐步深入,我国的医疗市场发生了翻天覆地的变化,医药市场的同质化竞争加剧,医药企业要想在竞争中利于不败之地,保持企业的稳定、可持续发展,就必须转变传统的市场营销思路与模式,加强企业技术创新能力,提高企业的核心竞争力。在普药市场方面,我国于2012年实施了新版基药目录,同时公立医疗机构改革、县级医疗机构试点范围扩大、新版GMP认证的实施以及新一轮的非基药招标等政策的推出,对我国的医药市场,尤其是普药市场产生了深远的影响。在这种背景之下,医疗机构广阔市场的概念随之产生,这一概念是相对与传统的医疗机构核心市场而言的,一般是指二级医疗机构以下市场。医疗机构广阔市场作为一个新兴的医药市场,在我国的医药企业经营中占据着越来越重要的地位,众多药企纷纷将这一市场作为其未来市场推广的主要目标之一。但是,医疗机构广阔市场作为一个新生事物,医药企业还缺乏在广阔市场中的营销经验,如何根据这一市场的消费特点,制定出合理高效的市场营销策略是当前我国医药企业在开拓医疗机构广阔市场时面临的主要挑战之一。本文首先分析了课题研究的基本背景,引出了医疗机构广阔市场的概念、涵义与特点。其次对A公司在医疗机构广阔市场推广过程中面临的外部营销环境从宏观环境、行业发展、竞争环境三个角度进行分析。然后结合A公司当前的发展现状以及在广阔市场中的推广情况对A公司的市场营销内部环境进行了研究与分析,并通过对其营销现状的分析,指出其中存在的问题以及导致问题产生的原因。基于以上研究成果,结合笔者在医药行业积累的工作经验,使用SWOT理论对A公司的机会、威胁、劣势、优势进行详细分析,从产品、定价、渠道、促销等方面提出了A公司制定市场营销策略的建议,并给出了营销策略实施过程中应该采用的相关保障措施。本文以医疗机构广阔市场的需求为导向,以消费终端为目标,并通过对A公司当前的市场推广能力进行分析,研究和探索了A公司在医疗机构广阔市场推广中的市场营销策略模式,其研究成果和结论对我国的医药企业进入医疗机构广阔市场,并取得优异的经济效益具有较高的借鉴意义与参考价值。
[Abstract]:With the gradual deepening of the new round of medical reform in our country, the medical market of our country has undergone earth-shaking changes, and the homogeneous competition in the pharmaceutical market has intensified. If pharmaceutical enterprises want to be in an invincible position in the competition, they will maintain the stability of the enterprises. Sustainable development, we must change the traditional marketing thinking and mode, strengthen the technological innovation ability of enterprises, improve the core competitiveness of enterprises. With regard to the general drug market, in 2012, China implemented a new version of the list of basic drugs, at the same time the reform of public medical institutions, the expansion of the pilot scope of county-level medical institutions, the implementation of the new version of GMP certification and the introduction of a new round of non-base drug bidding policies. To our country's medicine market, especially the general medicine market has produced the profound influence. Under this background, the concept of broad market of medical institutions has come into being, which is relative to the core market of traditional medical institutions, and generally refers to the market below secondary medical institutions. As a new pharmaceutical market, the broad market of medical institutions occupies a more and more important position in the management of pharmaceutical enterprises in our country. Many pharmaceutical enterprises have taken this market as one of the main targets of their future market promotion. However, the vast market of medical institutions as a new thing, pharmaceutical enterprises still lack marketing experience in the broad market, how to according to the consumption characteristics of this market, It is one of the main challenges for Chinese pharmaceutical enterprises to develop the broad market of medical institutions. In this paper, the basic background of the research is analyzed, and the concept, meaning and characteristics of the broad market of medical institutions are introduced. Secondly, the paper analyzes the external marketing environment that A company faces in the process of promoting the broad market of medical institutions from three angles: macroscopic environment, industry development and competition environment. Then combined with the current development situation of A company and its promotion in the broad market, the internal environment of A company marketing is studied and analyzed, and through the analysis of its marketing status, The existing problems and the causes of the problems are pointed out. Based on the above research results, combined with the work experience accumulated by the author in the pharmaceutical industry, using SWOT theory to analyze the opportunities, threats, weaknesses and advantages of Company A in detail, from the products, pricing, channels, This paper puts forward some suggestions for A company to formulate marketing strategy in the aspects of sales promotion, and gives the relevant safeguard measures that should be adopted in the process of implementing marketing strategy. This paper takes the demand of the vast market of medical institutions as the direction, takes the consumption terminal as the target, and analyzes the current market promotion ability of company A. This paper studies and explores the marketing strategy model of A Company in the broad market promotion of medical institutions, and its research results and conclusions are helpful for the pharmaceutical enterprises in our country to enter the broad market of medical institutions. And to obtain excellent economic benefits has a high reference significance and reference value.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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