新医改环境下SDXD公司营销战略研究

发布时间：2018-05-05 19:11

本文选题：新医改 + 制药企业　；参考：《山东理工大学》2015年硕士论文

【摘要】：SDXD公司是一家专业从事制剂生产的制药企业,由于行业的特殊性和自身历史的原因,从营销战略的角度来看,其市场营销行为已经不适应国家医改政策的要求,市场营销活动无法深入到市场一线,销售萎缩,严重制约了该公司整体发展向前迈进。从营销战略的视角,研究SDXD公司的营销管理系统,对于改善SDXD公司的营销现状,实现对销售过程的精细化管理,从而提高企业的营销效率及综合竞争实力,具有重要的实践意义,对其他制药企业也有一定的借鉴。论文以营销战略理论为基础,以SDXD公司营销系统为研究对象,从药品营销理论及营销特点着手,运用五力模型系统分析了国家医改政策对行业及中小型制药企业的影响,结合SDXD公司的实际情况,运用内外环境评价矩阵(EFE和IFE)定量分析制约或促进SDXD公司发展的内部和外部因素,并对结果加以分析,找到了SDXD公司目前营销系统中所存在的问题与机会,依据营销战略及新医改环境对制药企业市场营销工作的要求,对现有的营销系统提出改进方案。最后,介绍营销战略调整过程中预计存在的问题及保障措施,对SDXD公司营销战略调整进行了总结和展望。SDXD公司行业特点突出,反映在营销战略的诸多方面的特殊性较为明显。对该企业进行营销战略研究分析,不仅有利于拓宽SDXD公司的创新视野,提高企业战略管理水平,推动企业可持续发展,而且对于其他中小医药企业、相同或相近行业类似企业的营销战略调整也具有一定的借鉴意义。
[Abstract]:SDXD Company is a pharmaceutical company specializing in pharmaceutical preparation production. Because of the particularity of the industry and its own historical reasons, from the perspective of marketing strategy, its marketing behavior has not been able to meet the requirements of the national medical reform policy. Marketing activities can not go deep into the market, sales shrinking, seriously constraining the overall development of the company forward. From the perspective of marketing strategy, this paper studies the marketing management system of SDXD Company, which can improve the marketing status of SDXD Company, realize the fine management of the sales process, and improve the marketing efficiency and comprehensive competitive strength of the enterprise. Has the important practice significance, also has the certain reference to the other pharmaceutical enterprise. Based on the theory of marketing strategy, taking the marketing system of SDXD Company as the research object, this paper systematically analyzes the influence of the national medical reform policy on the industry and the small and medium-sized pharmaceutical enterprises by using the five-force model from the drug marketing theory and marketing characteristics. Combined with the actual situation of SDXD Company, the internal and external factors restricting or promoting the development of SDXD Company are quantitatively analyzed by using the internal and external environment assessment matrix, and the results are analyzed. The problems and opportunities in the current marketing system of SDXD Company are found. According to the marketing strategy and the requirements of the new medical reform environment for the marketing work of pharmaceutical enterprises, the improvement scheme of the existing marketing system is put forward. Finally, the paper introduces the problems and safeguard measures in the process of marketing strategy adjustment, summarizes and prospects the industry characteristics of SDXD Company, which is reflected in the particularity of many aspects of marketing strategy. The research and analysis of the marketing strategy of the enterprise is not only helpful to widen the innovative vision of SDXD, improve the level of strategic management, and promote the sustainable development of the enterprise, but also for other small and medium-sized pharmaceutical enterprises. The marketing strategy adjustment of similar enterprises in the same or similar industries also has certain reference significance.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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