葛兰素史克制药公司营销策略研究

发布时间：2018-05-11 05:57

本文选题：营销策略 + 葛兰素史克　；参考：《郑州大学》2015年硕士论文

【摘要】：随着跨国药企在中国的市场不断拓展,中国市场已经成跨国制药企业全球市场的重要组成部分。面对中国市场越来越激烈的竞争,如何通过正确的市场营销策略,保持和扩大在中国市场的市场占有率,是跨国制药企业一直高度重视的问题。对我国制药企业而言,学习和了解跨国制药企业的营销策略从而改进和提高自身的营销水平,也是一项非常有意义的工作。葛兰素史克制药有限公司是全球知名的以研发为主的跨国制药企业,本论文系统研究葛兰素史克公司营销策略问题。本文首先介绍了葛兰素史克公司的概况,接下来从五个方面深入研究了葛兰素史克公司的营销策略:产品策略、价格策略、渠道策略、沟通策略、人员策略、服务策略;在此基础上对五个方面的营销策略又分多方面深入研究。接下来对葛兰素史克公司营销面临的环境进行了分析。研究了葛兰素史克公司在华经营所面临的宏观政策环境及中国医药改革环境等。进而分析了葛兰素史克公司所面临的行业环境如:中国医药企业发展状况、中国医药企业从业人员分析、中国医药企业研发情况、中国医药企业销售模式。同时分析了葛兰素史克公司自身状况如:公司的文化、架构、激励策略、营销计划管理。本研究以市场营销组合理论为基础,结合医药行业的具体特点,系统研究分析了以葛兰素史克公司为代表的跨国制药企业的营销策略。最后,通过以上研究,分析总结葛兰素史克公司营销策略的经验和存在不足。从而对葛兰素史克制药有限公司在人才激励策略变革和营销计划管理变革方面提出建议。提出葛兰素史克公司应该对销售计划管理进行彻底改革;同时应该对奖金计划进行彻底改革。取消高的指标的销售计划制度和高奖金的奖励制度,建立专业化的推广模式和考核专业的考核制度。从而促进中国医药营销向专业化、规范化变革。
[Abstract]:As multinational pharmaceutical companies continue to expand their markets in China, the Chinese market has become an important part of the global market of multinational pharmaceutical companies. In the face of more and more fierce competition in Chinese market, how to maintain and expand the market share in Chinese market through correct marketing strategy is a problem that multinational pharmaceutical enterprises attach great importance to all the time. For Chinese pharmaceutical enterprises, it is also a very meaningful job to learn and understand the marketing strategies of multinational pharmaceutical enterprises so as to improve and improve their own marketing level. GlaxoSmithKline Pharmaceutical Co., Ltd. is a global famous multinational pharmaceutical company with R & D in the main. This paper systematically studies GlaxoSmithKline's marketing strategy. This paper first introduces the general situation of GlaxoSmithKline, and then studies GlaxoSmithKline's marketing strategy from five aspects: product strategy, price strategy, channel strategy, communication strategy, personnel strategy, service strategy; On this basis, five aspects of marketing strategies are further studied in many aspects. Then GlaxoSmithKline's marketing environment is analyzed. The macro policy environment and pharmaceutical reform environment of GlaxoSmithKline in China are studied. Then it analyzes the industry environment GlaxoSmithKline faces, such as: the development of Chinese pharmaceutical enterprises, the analysis of the employees of Chinese pharmaceutical enterprises, the research and development situation of Chinese pharmaceutical enterprises, and the sales mode of Chinese pharmaceutical enterprises. At the same time, it analyzes GlaxoSmithKline's own situation such as culture, structure, incentive strategy and marketing plan management. Based on the theory of marketing combination and the characteristics of pharmaceutical industry, this study systematically studied and analyzed the marketing strategies of multinational pharmaceutical enterprises represented by GlaxoSmithKline. Finally, through the above research, analyze and summarize the experience and shortcomings of GlaxoSmithKline's marketing strategy. So GlaxoSmithKline Pharmaceutical Co., Ltd. in the talent incentive strategy reform and marketing plan management changes. GlaxoSmithKline should make a thorough reform of sales plan management and bonus plan. Cancel the sales plan system of high index and reward system of high bonus, establish the specialized promotion mode and the appraisal system of the examination specialty. In order to promote the Chinese medicine marketing to specialization, standardized reform.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.72

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