默克制药（中国）有限公司在华营销战略研究

发布时间：2018-01-02 07:12

本文关键词：默克制药（中国）有限公司在华营销战略研究　出处：《海南大学》2015年硕士论文　论文类型：学位论文

【摘要】：制药产业一直对人类而言作为最核心的产业之一,随着中国对外国开放,跨国制药企业开始注意中国这一潜力与机遇巨大的新兴市场。跨国制药企业在中国发展可以追溯至20世纪80年代,默克制药于上世纪90年代进入中国。对中国这个新兴医药市场来说,正以两位数的速度快速增长,远高于全球总的增长率。继美国、日本之后,中国已经是全球排名第三的药品市场。虽然中国市场潜力大,但是却充满着变化,外资药品从多年前是香饽饽到现在,市场屡屡受挫,市场份额萎缩,中国正经历一个变革的时代：从新医改开始到国务院医药产业政策,还有各外资药企的高合规策略,招标降价潮等等,无不使外资企业必须重新研究、制定自己的营销战略。中国这个新兴市场,将在很长一段时间里仍然作为默克的核心市场,战略必然作出调整以便业务持续性发展。无论是中国还是全球,制药行业是朝阳工程,是保障人类健康的重要所在,中国的医疗保健市每年递增的速度非常快,这其中离不开外资药品的促进作用,外资制药从起初进入中国市场的营销战略到现在,发生了巨大的变化,尤其是在人员、市场、结构、研发管理方面,通过研究具有代表性的默克制药的战略特点,就是本文选题的背景和意义就在。论文通过对总部位于德国的世界500强默克制药发展战略的全面剖析,为外资制药在中国这一新兴市场的发展提供一些参考建议。文章首先对研究背景和意义进行了梳理和总结。战略管理需要建立在战略环境分析及战略精准定位的基础上,所以,战略环境分析工具的运用十分关键,本文运用SWOT、STP、4P工具对中国医药市场环境进行分析。本文主要以默克制药在华市场营销战略为案例研究对象,分析了营销战略部署及市场现状,问题所在和解决问题的对策。
[Abstract]:Pharmaceutical industry has always been to humans as one of the core industries, with Chinese open to the foreign countries, multinational pharmaceutical companies began to pay attention to the Chinese emerging market potential and opportunities. Multinational pharmaceutical enterprise development can be traced back to 1980s in China, Merck entered Chinese in the last century in 90s.
To China this emerging pharmaceutical market, with two digit growth rate, far higher than the global growth rate. After the United States, Japan, China has been ranked third in the world drug market. Although Chinese market potential, but is full of change, foreign drugs from years ago to now is the meat and potatoes the market, frustrated, shrinking market share, China is going through a time of change: from the new health care reform began to state pharmaceutical industry policy, and the foreign pharmaceutical companies high compliance strategy, bidding price cuts and so on, all the foreign funded enterprises must re-examine and develop their own marketing strategy. Chinese this emerging market, will be in for a long time still as Merck's core market, adjust business strategy must be to sustainable development.
Whether it is Chinese or around the world, the pharmaceutical industry is a Chaoyang Engineering, is an important place to protect human health, health care, Chinese annual increase very fast, which cannot do without foreign drug promotion, from the beginning to enter the foreign pharmaceutical China market marketing strategy to the present, has undergone tremendous changes, especially in personnel, market structure, development, management, strategic characteristics through the research of representative Merck, is in the background and significance of this topic.
Through the comprehensive analysis on the German based Fortune 500 Merck pharmaceutical development strategy, to provide some suggestions for foreign pharmaceutical Chinese in this emerging market development. This article first summarizes the background and significance of the research. Strategic management needs to be based on the strategic environment analysis and strategic positioning precision, so the use of strategic analysis tools, the environment is the key, this paper uses SWOT, STP, 4P tools for analysis of China pharmaceutical market environment. This paper mainly by Merck in China marketing strategies for the case study, analyzes the current situation of marketing strategy and market strategy, the problem and solve the problem.

【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

【参考文献】