武汉华龙生物制药的营销策略研究
发布时间：2018-08-18 13:35
【摘要】：武汉华龙生物制药有限公司（下称华龙生物）成立于2000年，是一家从事生物制药的高新技术企业。目前，国内总计约有7000多家制药企业，企业之间竞争十分激烈，华龙生物属于中小型规模的制药企业。 遵循国内现有医疗体制下药品营销的特殊性，为了更好的促进和实现华龙生物做大做强，稳步发展成为国内生物制药的标杆企业，笔者从战略的角度对华龙生物的营销发展做了深入的分析和研判，旨在通过本次研究，对企业目前的营销发展进行准确的定位，对未来的发展目标进行深入的剖析，进而制定出科学适宜的营销策略，为华龙生物的营销发展提供重要的参考依据。 笔者本次研究所采用方法主要有文献研究法、内外环境分析法、理论结合实际法、专家访谈法、实地调研法等，并通过所学理论与实践相结合，辅之以文字、图表、分析模型工具等。本次研究分析了医药行业营销的现状和药品销售的特点，科学预测了未来药品市场的发展潜力，合理判断出华龙生物产品所面临的机遇与挑战；遵循各类产品的优劣势对比分析，结合华龙生物内部营销资源、能力和产品核心竞争力等关键因素；将营销组合理论与华龙生物营销发展实际相结合，，制定出科学合理的营销策略，并最终细化为具体的实施方案。 本文的主要结论和观点是华龙生物应高效整合企业资源，充分发挥产品优势，全面推进专业化招商，学术化推广，重点产品医院促进上量的立体化销售模式；围绕科技创新，加强新药开发，重点发展生物多肽类药品，使华龙生物成为生物制药行业的龙头之一。
[Abstract]:Wuhan Hualong Biopharmaceutical Co., Ltd (hereinafter referred to as Hualong Biology) was founded in 2000, is a high-tech enterprise engaged in biopharmaceutical. At present, there are more than 7000 pharmaceutical enterprises in China, and the competition among them is very fierce. Following the particularity of drug marketing under the existing medical system in China, in order to better promote and realize Hualong Biobiology to be bigger and stronger, it has steadily developed into a benchmark enterprise in domestic biopharmaceutical industry. From a strategic point of view, the author makes an in-depth analysis and judgment on the marketing development of Hualong Biology, aiming at making an accurate positioning of the current marketing development of the enterprise through this study, and deeply analyzing the future development goals. Furthermore, scientific and appropriate marketing strategies are worked out to provide important reference for the marketing development of Hualong Biology. The author adopts the methods of literature research, internal and external environment analysis, theory combined with practice, expert interview, field investigation and so on, and through the combination of theory and practice, supplemented by words, charts, etc. Analysis of model tools and so on. This study analyzed the current situation of pharmaceutical industry marketing and the characteristics of drug sales, scientifically predicted the development potential of the future drug market, reasonably judged the opportunities and challenges that Hualong biological products are facing; Following the comparative analysis of the advantages and disadvantages of all kinds of products, combining with the key factors such as the internal marketing resources, capabilities and core competitiveness of Hualong Bio-products, and combining the theory of marketing mix with the actual development of Hualong Bio-marketing, Formulate scientific and reasonable marketing strategy, and finally refine into specific implementation plan. The main conclusion and viewpoint of this paper is that Hualong Biological should integrate enterprise resources efficiently, give full play to the advantages of products, promote the specialized investment, academic promotion, key product hospitals to promote the volume of three-dimensional sales model, around the innovation of science and technology, Strengthen the development of new drugs, focus on the development of biological polypeptide drugs, so that Hualong Biobiology become one of the leading biopharmaceutical industry.
【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】：F274;F426.72
本文编号：2189629
[Abstract]:Wuhan Hualong Biopharmaceutical Co., Ltd (hereinafter referred to as Hualong Biology) was founded in 2000, is a high-tech enterprise engaged in biopharmaceutical. At present, there are more than 7000 pharmaceutical enterprises in China, and the competition among them is very fierce. Following the particularity of drug marketing under the existing medical system in China, in order to better promote and realize Hualong Biobiology to be bigger and stronger, it has steadily developed into a benchmark enterprise in domestic biopharmaceutical industry. From a strategic point of view, the author makes an in-depth analysis and judgment on the marketing development of Hualong Biology, aiming at making an accurate positioning of the current marketing development of the enterprise through this study, and deeply analyzing the future development goals. Furthermore, scientific and appropriate marketing strategies are worked out to provide important reference for the marketing development of Hualong Biology. The author adopts the methods of literature research, internal and external environment analysis, theory combined with practice, expert interview, field investigation and so on, and through the combination of theory and practice, supplemented by words, charts, etc. Analysis of model tools and so on. This study analyzed the current situation of pharmaceutical industry marketing and the characteristics of drug sales, scientifically predicted the development potential of the future drug market, reasonably judged the opportunities and challenges that Hualong biological products are facing; Following the comparative analysis of the advantages and disadvantages of all kinds of products, combining with the key factors such as the internal marketing resources, capabilities and core competitiveness of Hualong Bio-products, and combining the theory of marketing mix with the actual development of Hualong Bio-marketing, Formulate scientific and reasonable marketing strategy, and finally refine into specific implementation plan. The main conclusion and viewpoint of this paper is that Hualong Biological should integrate enterprise resources efficiently, give full play to the advantages of products, promote the specialized investment, academic promotion, key product hospitals to promote the volume of three-dimensional sales model, around the innovation of science and technology, Strengthen the development of new drugs, focus on the development of biological polypeptide drugs, so that Hualong Biobiology become one of the leading biopharmaceutical industry.
【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】：F274;F426.72
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