Z公司BG产品市场营销策略研究

发布时间：2018-03-05 06:25

本文选题：中成药　切入点：BG产品　出处：《天津大学》2015年硕士论文　论文类型：学位论文

【摘要】：2007年,历时三年的中医中药中国行大型科普宣传活动在北京启动。十届全国人大五次会议指示,要充分发挥祖国传统医药的优势作用,大力扶持祖国传统医药(中医药和民族医药)发展,十七大开幕式上,指示要扶持祖国传统医学事业发展,坚持中西医并重。自从抗生素限售后,中成药的市场开始火爆起来。西药带来的不良反应及副作用,逐步让消费者认知且谨慎用药,中医药是传统医学,是中华民族优秀文化组成的重要部分,在医疗、养生、康复等各方面具有独有的优势。妇科阴道出血类疾病在临床多见并多发,约占妇科门诊疾病的30%,且反复迁延,临床上西医疗法单一,不能根治,临床多采用止血剂,口服激素、刮宫或子宫切术手术疗法。此类疾病上,中医药体现独特优势。以Z公司独家妇科止血产品BG(葆宫止血颗粒)为主线,运用营销理论知识,剖析了Z公司妇科止血药市场的营销策略和操作思路。首先从市场营销角度介绍我国中医药行业发展概况,进一步分析了妇科止血药中成药市场现状;其次,运用SWOT分析法对Z公司的BG产品进行详尽的市场分析;再次,结合营销学中的“4P”理论,即从产品定位、价格定位、渠道定位和促销定位四个方面制定适合BG的营销方案;最后,根据市场实践对方案进行改进,拓宽市场,以保证Z公司妇科止血药品成功推广。研究结果对制定妇科止血药品市场销售策略组合等方面有很好的借鉴意义,并加入实证,可以为相关企业带来了很好经济效益和社会效益。
[Abstract]:In 2007, a three-year propaganda campaign on Chinese traditional medicine and traditional Chinese medicine was launched in Beijing. The Fifth session of the Tenth National people's Congress directed that the advantages of traditional Chinese medicine should be brought into full play. At the opening ceremony of the 17th National Congress of the CPC, it was instructed to support the development of traditional Chinese medicine and insist on giving equal weight to traditional Chinese medicine and Western medicine. Since the sale of antibiotics has been restricted, The market for proprietary Chinese medicine began to flourish. The adverse reactions and side effects brought about by Western medicine gradually let consumers know and use medicine cautiously. Chinese medicine is traditional medicine and an important part of the excellent cultural composition of the Chinese nation. Gynecological vaginal bleeding diseases are more common and more common in clinic, accounting for 30% of gynecological outpatient diseases, and delayed repeatedly. Western medicine therapy is single and can not be cured in clinic, so the clinical use of hemostatic agent, oral hormone, and so on, Curettage or hysterectomy surgery. This disease, Chinese medicine reflects unique advantages. Z company's exclusive gynaecological hemostatic product BGG (Baogong hemostatic granule) as the main line, the use of marketing theory knowledge, This paper analyzes the marketing strategies and operation ideas of gynecological hemostatic drugs in Z Company. Firstly, it introduces the general situation of Chinese traditional medicine industry from the marketing point of view, further analyzes the current situation of gynecological hemostatic drugs market, secondly, it analyzes the market situation of gynecological hemostatic drugs. SWOT analysis is used to analyze the BG products of Z Company in detail. Thirdly, combining with the "4P" theory in marketing, the author formulates the marketing scheme suitable for BG from four aspects: product positioning, price positioning, channel positioning and promotion positioning. According to the market practice, the scheme is improved and the market is widened to ensure the successful promotion of gynecological hemostatic drugs in Z Company. The results of the study have a good reference significance for the formulation of marketing strategy combination of gynecological hemostatic drugs, and add positive evidence. It can bring good economic and social benefits for related enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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