七丹药业中药饮片营销策略研究

发布时间：2018-01-29 08:16

本文关键词： 三七中药饮片营销策略　出处：《云南财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：三七是我国中药宝库的一颗璀璨明珠,云南独有的生物资源。文山三七是云药产业的重要组成部分,据不完全统计,云南医药产业工业产值为349.8亿元,三七产业为120亿元,三七产业占比34%,如何做大做强文山三七产业是全省普遍关注的问题,也是全国关注的问题。近年来,所有中药饮片生产厂商都面临控制成本、维护和扩展市场份额的压力,中药饮片市场的竞争越来越激烈,据统计,到2014年为止中国中药饮片行业企业数量为805个,比2013年增加了29个。国外中药饮片企业的竞争力主要体现在品牌优势,而国内企业的恶性竞争十分严重,企业之间的相互抄袭仿冒和恶性价格竞争。面对这样不健康的成长环境,我们企业应该注重自主创新,树立自身品牌价值。这也促使中药饮片企业为了生存和利润必须进行营销创新。本文以当前中国中药饮片市场的实际情况出发,结合云南独特的资源优势,选择具有一定代表性三七原产地文山本土企业——云南七丹药业股份有限公司为研究对象。从中国各大区域市场调研开始,对中药饮片市场需求信息的收集、数据的整理、分析,对当前中药饮片市场的分类和消费者需求的差异进行了深入的了解和有侧重点的分析。结合该企业当前市场销售状况,运用SWOT方法分析七丹公司所面临的优势和劣势、机会和威胁,分析七丹药业三七中药饮片存在的问题。采用理论规范分析与实证研究相结合、定性分析与定量分析相结合的研究方法,重新对七丹药业中药饮片进行进行市场细分、目标市场、市场定位营销策略的具体实施方案的构建。根据七丹药业营销战略的定位,进而对产品策略、促销策略、渠道策略和价格策略四个方面进行调整或重新设计,为企业构建一个与目前市场相匹配的营销策略。运用新的营销管理思路,推动三七中药饮片的发展。本文期望通过对七丹药业中药饮片营销策略研究,探索出新形式下适合我国中药饮片企业发展和满足市场需求的营销模式,继承和弘扬中国传统中医药。
[Abstract]:Panax notoginseng is a bright pearl in the treasure house of traditional Chinese medicine in our country, and it is a unique biological resource in Yunnan. Wenshan Sanqi is an important part of cloud medicine industry. According to incomplete statistics, the output value of Yunnan pharmaceutical industry is 34.98 billion yuan. Panax notoginseng industry is 12 billion yuan, Panax notoginseng industry accounts for 34%, how to become bigger and stronger Wenshan Sanqi industry is a common concern in the province, but also a national concern in recent years. All the traditional Chinese medicine manufacturers are faced with the pressure of cost control, maintenance and expansion of market share, the market competition is becoming more and more fierce, according to statistics. Up to 2014, the number of Chinese herbal medicine industry enterprises is 805, which is 29 more than 2013. The competitiveness of foreign traditional Chinese medicine enterprises is mainly reflected in the brand advantages. However, the vicious competition of domestic enterprises is very serious. The enterprises copy and copy each other and the vicious price competition. In the face of such unhealthy growth environment, our enterprises should pay attention to independent innovation. Set up its own brand value. This also urges the traditional Chinese medicine dispensing enterprise must carry on the marketing innovation in order to survive and the profit. This article proceeds from the actual situation of the current Chinese traditional medicine slice market, unifies Yunnan's unique resources superiority. Yunnan Qidan Pharmaceutical Co., Ltd., which is a representative native enterprise of Wenshan of Panax notoginseng, is chosen as the research object. From the market research of every region in China, it collects the information of the market demand of traditional Chinese medicine pieces. Data collation, analysis, the current market classification of traditional Chinese medicine and consumer demand for in-depth understanding and focused analysis. Combined with the current market sales situation of the enterprise. SWOT method is used to analyze the strengths and weaknesses, opportunities and threats faced by Qidan Co., Ltd., and the problems existing in Qidan Pharmaceutical Co., Ltd. Panax Notoginseng Herbal Medicine are analyzed. The theoretical and normative analysis is combined with empirical research. Qualitative analysis and quantitative analysis of the combination of research methods, Qidan pharmaceutical industry to re-carry out the market segmentation of traditional Chinese medicine pieces, target market. According to the positioning of Qidan pharmaceutical industry marketing strategy, then adjust or redesign the product strategy, promotion strategy, channel strategy and price strategy. In order to build a marketing strategy matching with the current market and use the new marketing management ideas to promote the development of panax notoginseng Chinese medicine. This paper looks forward to the research on the marketing strategy of traditional Chinese medicine slices in Qidan pharmaceutical industry. This paper explores a new marketing model suitable for the development and market demand of Chinese traditional Chinese medicine enterprises in order to inherit and carry forward Chinese traditional Chinese medicine.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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