N制药公司药品学术推广优化策略研究

发布时间：2018-05-13 11:25

本文选题：N公司 + 学术推广　；参考：《华东理工大学》2017年硕士论文

【摘要】：2013年的GSK事件(葛兰素史克中国行贿案)是医药行业的分水岭,外资药企首先集体转变了市场营销模式,走出过去不合规营销手段存在的巨大的风险,大力实行学术推广。N制药公司作为世界著名的跨国制药巨头,进入中国市场已有20年历史,经历过辉煌的井喷式发展。近几年由于大环境的改变,企业面临新的挑战,刚刚走上初级发展阶段的学术推广,如何能应对市场变化和来势汹涌的挑战,如何优化学术推广营销策略,在新形势下继续前进,是N制药公司面临的亟待解决的问题。文章主要回顾和梳理了药品行业产品市场营销的主要理论,对国内外药品行业市场营销策略发展进行对比,做深入研究；接着用PEST模型对医药行业现状进行分析,证明了学术推广的必要性,对N制药公司主要产品经营情况、学术推广现状、竞争环境以及存在问题进行分析概括阐述；然后通过市场调查对N制药公司主要的目标客户医生进行全面的市场调查分析,了解医生对目前学术推广的满意度以及学术需求的倾向性,找出解决目前学术推广策略存在问题的依据;最后通过设计出针对N制药公司主要产品与市场调查依据相对应的学术推广优化营销策略,给出解决N制药公司学术推广存在问题的解决方案。
[Abstract]:The 2013 GSK incident (GlaxoSmithKline China bribery case) was a watershed in the pharmaceutical industry, as foreign drug companies first collectively changed their marketing model and emerged from the huge risks of past irregularities. As a world famous multinational pharmaceutical giant, it has entered the Chinese market for 20 years and has experienced brilliant blowout development. In recent years, due to the change of the environment, enterprises are facing new challenges. They have just entered the primary stage of academic promotion. How to cope with the challenges of market changes and surging situation, how to optimize the marketing strategy of academic promotion, Under the new situation, it is the problem that N pharmaceutical company faces to be solved urgently. The article mainly reviews and combs the main theories of the pharmaceutical industry product marketing, compares the domestic and foreign drug industry marketing strategy development, makes a deep research, then uses the PEST model to analyze the current situation of the pharmaceutical industry, This paper proves the necessity of academic popularization, and analyzes and generalizes the main products of N pharmaceutical company, the present situation of academic promotion, the competitive environment and the existing problems. Then, through market research, we conduct a comprehensive market survey and analysis on the doctors' main target customers in N Pharmaceutical Company, to understand the satisfaction of doctors with the current academic promotion and the tendency of academic needs. Find out the basis of solving the problems existing in the current academic promotion strategy, and finally design the optimized marketing strategy for the main products and market investigation basis of N pharmaceutical company. A solution to the problems existing in the academic popularization of N Pharmaceutical Company is presented.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.72

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