绿叶制药集团市场战略研究

发布时间：2018-04-29 06:13

本文选题：市场战略 + SWOT分析　；参考：《大连理工大学》2015年硕士论文

【摘要】：目前,由于人口老龄化趋势、国民健康意识空前高涨、宏观经济稳健发展、医疗财政支出逐步提高、医保全覆盖、行业规则规范化等因素,中国的医药行业有了重大战略发展机遇期。但是,我国的医药企业也面临着国际同行的竞争。在面对这一战略机遇期时,医药企业应该选择怎样的市场战略,抓住战略机遇期,会深刻影响未来中国乃至世界医药行业的版图。本文以绿叶制药集团为研究对象,以实现公司“双百目标”、提升公司营销能力为研究目的,采用实证和案例分析的方法,研究了绿叶制药市场战略问题,研究的主要内容包括以下几个方面。首先是阐述了与市场战略研究相关的理论和方法；然后分析与评价了绿叶制药所处的外部环境和内部条件,制定出绿叶制药的市场战略；最后,依据总体市场战略的要求,制定人力、财务、营销和技术开发等方面的战略配套措施。研究结果表明,绿叶集团的市场战略思想为：充分利用地区经济发展的机遇和地区经济对市场的促进效应,构建基于客户需求的市场战略；充分发挥公司在医药上的技术优势,充分利用外部环境和内部条件,降低企业运营成本,促使企业向专业化方向发展。
[Abstract]:At present, due to the aging trend of the population, the unprecedented rise in national health awareness, the steady development of the macro economy, the gradual increase in medical financial expenditure, the full coverage of medical insurance, the standardization of industry rules, and so on, China's pharmaceutical industry has a major strategic development opportunities period. However, China's pharmaceutical enterprises are also facing international competition. In the face of this strategic opportunity period, pharmaceutical enterprises should choose what kind of market strategy, seize the strategic opportunity period, will deeply affect the future of China and even the world pharmaceutical industry territory. This paper takes Green Leaf Pharmaceutical Group as the research object, aims at realizing the company's "double hundred goals" and promoting the marketing ability of the company, and studies the strategic problems of green leaf pharmaceutical market by using the method of empirical and case study. The main contents of the study include the following aspects. Firstly, the paper expounds the theories and methods related to the research of market strategy, then analyzes and evaluates the external environment and internal conditions of green leaf pharmaceutical, and formulates the market strategy of green leaf pharmaceutical; finally, according to the requirements of the overall market strategy, Develop strategic measures for manpower, finance, marketing and technology development. The results show that the market strategy of Green Leaf Group is to make full use of the opportunity of regional economic development and the promoting effect of regional economy on the market, to construct the market strategy based on customer demand, to give full play to the technological advantages of the company in medicine, Make full use of the external environment and internal conditions, reduce the operating costs of enterprises, and promote the development of enterprises to the direction of specialization.
【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】：F272;F426.72

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