跨国制药企业市场营销策略研究

发布时间：2018-11-22 11:58

【摘要】：改革开放以来,跨国制药企业开始进入中国市场。近年来,跨国药企在中国的市场不断拓展,中国市场已经构成跨国制药企业全球市场的重要组成部分。如何通过正确的市场营销策略,保持和扩大在中国市场的市场占有率,是跨国制药企业一直高度重视的问题。对我国制药企业而言,学习和了解跨国制药企业的营销策略从而改进和提高自身的营销水平,也是一项非常有意义的工作。本论文系统研究了跨国制药企业的营销策略问题。本文首先对目前的市场营销组合相关研究进行了综述,系统整理分析了目前国内外关于市场营销研究进展。在此基础上,分析研究了制药企业的市场营销理论以及国内外的相关研究。第二章对跨国制药企业面临的环境进行了分析。本章研究了跨国制药企业在华的宏观环境,如人口环境、经济环境、政治法律环境、技术环境等；进而分析了跨国制药企业的行业环境,并对跨国药企在华的发展情况进行了简单回顾。第三章是关于制药企业的营销策略研究。本部分以市场营销组合理论为基础,结合医药行业的具体特点,系统研究分析了制药企业的营销策略。具体包括制药企业的市场细分、目标市场选择、具体的营销组合策略等。第四章是关于跨国制药企业的营销策略研究。本部分在前两章的基础上,研究了跨国制药企业在中国的具体营销策略,具体研究了跨国药企的市场定位问题,并根据处方药、非处方药的区别,具体分析了两种类型药品的营销策略。第五章是关于罗氏制药的营销策略分析。本部分根据前几章确定的理论框架,在简单回顾罗氏制药发展历程基础上,具体研究了罗氏制药的市场定位以及营销策略；并进而指出了罗氏制药在营销策略上存在的主要问题,提出了几个具体的政策建议。第六章是结论,对本文的研究成果进行了总结。
[Abstract]:Since the reform and opening up, multinational pharmaceutical enterprises began to enter the Chinese market. In recent years, multinational pharmaceutical companies in China market has been expanding, the Chinese market has become an important part of the global market of multinational pharmaceutical enterprises. How to maintain and expand the market share in China through correct marketing strategy is a problem that multinational pharmaceutical enterprises attach great importance to all the time. For Chinese pharmaceutical enterprises, it is also a very meaningful job to learn and understand the marketing strategies of multinational pharmaceutical enterprises so as to improve and improve their own marketing level. This paper systematically studies the marketing strategy of multinational pharmaceutical enterprises. In this paper, the current research on marketing mix is reviewed, and the research progress of marketing at home and abroad is systematically analyzed. On this basis, the marketing theory of pharmaceutical enterprises and related research at home and abroad are analyzed and studied. The second chapter analyzes the environment faced by multinational pharmaceutical enterprises. This chapter studies the macro environment of multinational pharmaceutical enterprises in China, such as population environment, economic environment, political and legal environment, technological environment and so on. Then the industry environment of multinational pharmaceutical enterprises is analyzed, and the development of multinational pharmaceutical enterprises in China is briefly reviewed. The third chapter is about the pharmaceutical enterprise marketing strategy research. Based on the theory of marketing combination and the characteristics of pharmaceutical industry, this part systematically studies and analyzes the marketing strategies of pharmaceutical enterprises. It includes market segmentation, target market selection, specific marketing mix strategy and so on. The fourth chapter is about the transnational pharmaceutical enterprise marketing strategy research. On the basis of the first two chapters, this part studies the specific marketing strategies of multinational pharmaceutical enterprises in China, specifically studies the market positioning of transnational pharmaceutical companies, and according to the difference between prescription drugs and over-the-counter drugs, The marketing strategies of two kinds of drugs are analyzed in detail. The fifth chapter is about the marketing strategy analysis of Roche Pharmaceutical. On the basis of reviewing the development course of Roche Pharmaceutical, this part studies the market orientation and marketing strategy of Roche Pharmaceutical based on the theoretical framework determined in the previous chapters. The main problems in marketing strategy of Roche Pharmaceutical are pointed out, and some specific policy suggestions are put forward. The sixth chapter is the conclusion, summarizes the research results of this paper.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72

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