FR医药复方鳖甲软肝片市场营销策略研究

发布时间：2018-04-23 05:22

本文选题：复方鳖甲软肝片 + 市场营销策略　；参考：《大连理工大学》2015年硕士论文

【摘要】：由于我国慢性肝病患者的数量多和难以治愈的特点,使得治疗肝纤维化药物市场潜力巨大、发展空间广阔,近年来已经成为国内外医药企业愈发关注的一个新兴市场,竞争也日趋激烈。1998年,FR医药抓住市场机遇,填补肝纤维化药物领域空白的国家级新药品“复方鳖甲软肝片”问世国内市场。随着肝纤维化理论研究的不断深入,FR医药在取得复方鳖甲软肝片良好业绩的同时也面临着诸多竞争对手纷纷进入的局面。面对变化的市场环境和企业固化的营销策略,复方鳖甲软肝片的市场营销中出现了诸多问题。这给FR医药的发展经营带来了愈发严重的冲击。因此,研究和探讨FR医药在当下国内日新月异医药市场环境下采取什么样的营销策略,进而实现FR医药的企业发展目标,意义十分重大。本文首先对相关理论做了综述,包括营销管理理论以及国内外处方药品的概念介绍,接着分析了FR医药所面临的国内宏观医药环境,同时,对“复方鳖甲软肝片”在辽宁地区的现状及竞争对手情况做了一定的分析,找出“复方鳖甲软肝片”在辽宁地区营销当中的问题,提出了本研究的意义所在。同时,对辽宁省抗肝纤维化药物市场作了详细的分析,在对FR医药外部环境和主要竞争者分析后,对“复方鳖甲软肝片”营销环境进行了SWOT分析,找出了FR医药竞争的优和劣势,发现了企业竞争存在的机会和威胁。接下来,详细阐述了“复方鳖甲软肝片”药品的市场细分及定位策略、价格策略、渠道策略和促销策略。最后,根据上述营销策略,提出了加强公司内部营销管理,加强销售人员培训管理等要点。本文认为,FR医药要转变观念,在科学的营销策略指导下,牢牢把握市场需求的变化,以顾客需求为目标,充分发挥企业自身优势,巩固已有市场,扩大新市场,最终才能保证企业的可持续发展。
[Abstract]:Due to the large number of patients with chronic liver disease and the characteristics of being difficult to cure, there is a huge potential market for the treatment of liver fibrosis drugs in China, which has become an emerging market which has been paid more attention to by domestic and foreign pharmaceutical enterprises in recent years. The competition is becoming more and more fierce. In 1998, FR medicine seized the market opportunity, and the new national medicine "compound Biejia Ruangan tablets", which filled the blank in the field of liver fibrosis, came out of the domestic market. With the deepening of the theoretical research on liver fibrosis, FR medicine has made good achievements in compound Biejia Ruangan tablets, and it is also facing the situation that many competitors have entered the situation at the same time. In the face of the changing market environment and the firm marketing strategy, there are many problems in the marketing of compound Biejia Ruanggan tablets. This brings more and more serious impact to the development and management of FR medicine. Therefore, it is of great significance to study and discuss the marketing strategy of FR medicine in the current domestic market environment, and to realize the development goal of FR medicine enterprises. This paper first summarizes the relevant theories, including the marketing management theory and the concept of prescription drugs at home and abroad, then analyzes the domestic macro medical environment faced by FR medicine, at the same time, This paper analyzes the present situation of Fufang Biejia Ruanggan tablet in Liaoning area and its competitors, finds out the problems in the marketing of Fufang Biejia Ruanggan tablet in Liaoning area, and puts forward the significance of this study. At the same time, the market of anti-hepatic fibrosis drugs in Liaoning Province was analyzed in detail. After analyzing the external environment and main competitors of FR medicine, the marketing environment of compound Biejia Ruangan tablets was analyzed by SWOT. Find out the advantages and disadvantages of FR pharmaceutical competition, and find out the opportunities and threats of enterprises competition. Then, the market segmentation and positioning strategy, price strategy, channel strategy and promotion strategy of compound Biejia Ruangan tablets are described in detail. Finally, according to the above marketing strategy, the paper puts forward some key points such as strengthening the internal marketing management and strengthening the training management of sales personnel. This paper holds that FR medicine should change its concept, grasp the change of market demand firmly under the guidance of scientific marketing strategy, take customer demand as its goal, give full play to its own advantages, consolidate the existing market and expand the new market. Finally, the sustainable development of enterprises can be guaranteed.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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