N制药公司营销策略研究
发布时间：2019-03-22 14:20
【摘要】：N制药公司专注于糖尿病领域,2012年闯入福布斯全球500强,取得了第466位的好成绩。 本文在N制药公司作为研究对象的基础上,从宏观、微观两个角度入手进行比较。较全面调查了解了制药行业所面临的宏观环境、微观环境、竞争情况以及企业的营销策略和企业文化,分析了N公司在当前情况下的优势、劣势、机会、威胁。通过对N制药公司的营销策略的分析研究,探寻企业成功之道。同时通过对企业营销策略的分析,提出进一步改进完善的建议、启示。 本文在开篇首先就研究的背景做了简单介绍,紧接着就研究目的与研究意义、研究方法以及研究的思路、研究的框架做了阐述说明。接下来引述市场营销方面的相关理论著作跟理论依据,为进一步分析N制药公司的具体营销策略打好理论基础。结合企业战略管理以及现代营销理论,就N制药公司当前所处的政治环境、法律环境、人口与经济环境、科技环境还有社会文化环境进行了较为深入的分析研究。接下来围绕整个医药行业以及N公司特有的营销方向,对N公司的主要竞争对手进行分析解读。在公司内部条件与营销现状分析部分,描述了公司发展概况、公司经营模式、公司主要的产品与市场布局和公司的组织与管理,并就公司营销现状进行SWOT分析,从而提出如何利用机会发挥优点。从公司营销目标的设立到市场定位策略、市场推广策略、销售渠道策略以及产品组合策略的分析和阐述,研究N制药公司营销策略实施的保障：通过公司全员理解并执行贯彻NN之道,建立健全产品研发中心、实施全方位的人才培养战略来实现公司的营销策略。
[Abstract]:With a focus on diabetes, N Pharmaceuticals broke into the Forbes Global 500 in 2012 and scored 466. On the basis of the N pharmaceutical company as the research object, this paper makes a comparison from the macro-and micro-point of view. In this paper, the macro-environment, micro-environment, competition situation, marketing strategy and corporate culture of pharmaceutical industry are comprehensively investigated, and the advantages, disadvantages, opportunities and threats of N company under the current situation are analyzed. Through the analysis and research of marketing strategy of N pharmaceutical company, the article explores the successful way of the enterprise. At the same time, through the analysis of the marketing strategy of the enterprise, it puts forward some suggestions for further improvement and enlightenment. At the beginning of this paper, the background of the research is briefly introduced, and then the purpose and significance of the research, the research methods, the train of thought and the framework of the research are explained. Then quote the relevant theoretical works and theoretical basis of marketing for further analysis of the specific marketing strategy of N pharmaceutical companies to lay a good theoretical basis for further analysis of the specific marketing strategies of N pharmaceutical companies. Combined with enterprise strategic management and modern marketing theory, this paper makes a deep analysis and research on the current political environment, legal environment, population and economic environment, science and technology environment and social and cultural environment of N pharmaceutical company. Then around the entire pharmaceutical industry and the unique marketing direction of N company, the main competitors of N company are analyzed and interpreted. In the part of analyzing the internal conditions and marketing situation of the company, this paper describes the general situation of the company's development, the management mode of the company, the main products and market layout of the company, the organization and management of the company, and carries on the SWOT analysis on the present situation of the company's marketing. Thus, how to make use of the opportunity to give play to the advantages. From the establishment of the company's marketing objectives to market positioning strategy, marketing strategy, sales channel strategy and product mix strategy analysis and elaboration, This paper studies the guarantee of N pharmaceutical company's marketing strategy implementation: through understanding and carrying out NN, establishing and perfecting product R & D center and carrying out all-round talent training strategy to realize the marketing strategy of the company.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.72;F274
本文编号：2445663
[Abstract]:With a focus on diabetes, N Pharmaceuticals broke into the Forbes Global 500 in 2012 and scored 466. On the basis of the N pharmaceutical company as the research object, this paper makes a comparison from the macro-and micro-point of view. In this paper, the macro-environment, micro-environment, competition situation, marketing strategy and corporate culture of pharmaceutical industry are comprehensively investigated, and the advantages, disadvantages, opportunities and threats of N company under the current situation are analyzed. Through the analysis and research of marketing strategy of N pharmaceutical company, the article explores the successful way of the enterprise. At the same time, through the analysis of the marketing strategy of the enterprise, it puts forward some suggestions for further improvement and enlightenment. At the beginning of this paper, the background of the research is briefly introduced, and then the purpose and significance of the research, the research methods, the train of thought and the framework of the research are explained. Then quote the relevant theoretical works and theoretical basis of marketing for further analysis of the specific marketing strategy of N pharmaceutical companies to lay a good theoretical basis for further analysis of the specific marketing strategies of N pharmaceutical companies. Combined with enterprise strategic management and modern marketing theory, this paper makes a deep analysis and research on the current political environment, legal environment, population and economic environment, science and technology environment and social and cultural environment of N pharmaceutical company. Then around the entire pharmaceutical industry and the unique marketing direction of N company, the main competitors of N company are analyzed and interpreted. In the part of analyzing the internal conditions and marketing situation of the company, this paper describes the general situation of the company's development, the management mode of the company, the main products and market layout of the company, the organization and management of the company, and carries on the SWOT analysis on the present situation of the company's marketing. Thus, how to make use of the opportunity to give play to the advantages. From the establishment of the company's marketing objectives to market positioning strategy, marketing strategy, sales channel strategy and product mix strategy analysis and elaboration, This paper studies the guarantee of N pharmaceutical company's marketing strategy implementation: through understanding and carrying out NN, establishing and perfecting product R & D center and carrying out all-round talent training strategy to realize the marketing strategy of the company.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.72;F274
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