新医改背景下跨国制药企业处方药品的营销策略研究
发布时间：2019-02-26 12:23
【摘要】：随着2009年国家新的医药卫生体制改革政策文件的陆续颁布并实施(统称“新医改”),这对于医药企业的市场营销,机遇与挑战并存。规模化、集约化、特色化和国际化将成为医药企业的发展趋势,面对如此巨大的压力,反思原来的营销策略,找到更适合新形势要求的营销策略,已成为医药企业未来生存与发展的关键。 本论文从营销管理的理论出发,对国内外制药企业的处方药营销策略进行了详细的描述并加以分析,提出了在新医改下跨国制药企业处方药营销面临的机遇与挑战,全面地概述了跨国制药企业的处方药营销策略的现状,指出了目前跨国制药企业处方药营销中存在的问题,并找到了解决的办法。 本论文通过L公司的独家生产的A产品的剖析,对其市场地位、产品背景、营销策略作了较透彻的说明。从医生、患者、企业内部三方面,指出A产品在新医改下的营销新探索。
[Abstract]:With the promulgation and implementation of the national new medical and health system reform policy document in 2009 (collectively called the "new medical reform"), it has both opportunities and challenges for the marketing of pharmaceutical enterprises. Scale, intensive, characteristic and internationalization will become the development trend of pharmaceutical enterprises. In the face of such great pressure, we should reflect on the original marketing strategy and find a marketing strategy that is more suitable for the requirements of the new situation. It has become the key to the future survival and development of pharmaceutical enterprises. Starting from the theory of marketing management, this paper describes and analyzes the marketing strategies of prescription drugs in domestic and foreign pharmaceutical enterprises in detail, and puts forward the opportunities and challenges faced by the prescription drug marketing of multinational pharmaceutical enterprises under the new medical reform. This paper summarizes the current situation of prescription drug marketing strategy in multinational pharmaceutical enterprises, points out the problems existing in prescription drug marketing in multinational pharmaceutical enterprises, and finds out the solutions. This paper makes a thorough explanation of the market position, product background and marketing strategy through the analysis of the A product produced exclusively by L Company. From the doctor, the patient, the enterprise internal three aspects, pointed out A product under the new medical reform marketing new exploration.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72
本文编号：2430769
[Abstract]:With the promulgation and implementation of the national new medical and health system reform policy document in 2009 (collectively called the "new medical reform"), it has both opportunities and challenges for the marketing of pharmaceutical enterprises. Scale, intensive, characteristic and internationalization will become the development trend of pharmaceutical enterprises. In the face of such great pressure, we should reflect on the original marketing strategy and find a marketing strategy that is more suitable for the requirements of the new situation. It has become the key to the future survival and development of pharmaceutical enterprises. Starting from the theory of marketing management, this paper describes and analyzes the marketing strategies of prescription drugs in domestic and foreign pharmaceutical enterprises in detail, and puts forward the opportunities and challenges faced by the prescription drug marketing of multinational pharmaceutical enterprises under the new medical reform. This paper summarizes the current situation of prescription drug marketing strategy in multinational pharmaceutical enterprises, points out the problems existing in prescription drug marketing in multinational pharmaceutical enterprises, and finds out the solutions. This paper makes a thorough explanation of the market position, product background and marketing strategy through the analysis of the A product produced exclusively by L Company. From the doctor, the patient, the enterprise internal three aspects, pointed out A product under the new medical reform marketing new exploration.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72
【引证文献】
相关期刊论文 前1条
1 赵玲;;跨国制药企业处方药营销模式研究:以诺和诺德公司SoLoMo营销模式为例[J];现代经济信息;2015年03期
相关硕士学位论文 前3条
1 王慧芳;BM公司山东市场营销策略研究[D];山东大学;2015年
2 刘华;新医改背景下A医药公调整研究[D];东华大学;2015年
3 彭們;C公司抗癌类药物营销策略研究[D];对外经济贸易大学;2015年
，本文编号：2430769
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