A医药公司的差异化营销策略研究

发布时间：2018-05-15 16:05

本文选题：医药行业 + 营销策略　；参考：《华东理工大学》2015年硕士论文

【摘要】：随着医药技术的不断提升和经济水平的不断发展,整个医药行业的竞争日益激烈,而抗肿瘤药品市场竞争更是愈来愈白热化。如何在这种白热化的竞争条件下保持市场,通过制定差异化的营销策略来进一步占领市场是抗肿瘤药品行业的关键,因此本文正是在这种大背景下来展开对A医药公司差异化营销策略的研究。关于公司差异化营销战略的研究很多,但大都是从理论上进行分析。如何将理论和实际联系起来,如何运用合适的方法合理地制定公司差异化营销战略越来越重要。本文将运用PEST分析、波特五力模型、SWOT分析等从行业的背景、国内外研究现状、行业和公司的整体情况、公司的营销策略和研究结论等方面对A医药公司进行系统的研究,通过对抗肿瘤药品市场营销的特殊性,以及目前医药市场和抗肿瘤药品市场营销模式进行比较分析,指出A医药公司应该采用的差异化营销战略。本文通过讨论A医药公司的现实市场营销状况,以便帮助A公司确定差异化营销策略。理论联系实际,通过对A公司所面临的营销问题做出分析,并对症下药找出解决目前问题的方法,从而增强A公司在整个医药行业的竞争力。
[Abstract]:With the development of medical technology and economic level, the competition of the whole medicine industry is becoming more and more fierce, and the market competition of anti-tumor drugs is becoming more and more intense. How to maintain the market under this kind of intense competition, and how to further occupy the market through the development of differentiated marketing strategy is the key to the anti-tumor medicine industry. Therefore, this paper is under this background to carry out the study of A pharmaceutical company differentiation marketing strategy. There are a lot of researches on the company's differentiated marketing strategy, but most of them are analyzed theoretically. It is more and more important how to connect theory with practice and how to make the company's differentiated marketing strategy with appropriate methods. This article will use PEST analysis, Porter five Force Model SWOT analysis and so on from the industry background, the domestic and foreign research present situation, the industry and the company overall situation, the company's marketing strategy and the research conclusion and so on aspect carries on the systematic research to the A medicine company. Through the analysis of the particularity of the anti-tumor drug marketing and the comparative analysis between the current pharmaceutical market and the anti-tumor drug marketing mode, the paper points out the differentiation marketing strategy that A pharmaceutical company should adopt. This paper discusses the actual marketing situation of A Pharmaceutical Company in order to help A Company to determine the differential marketing strategy. Combining theory with practice, this paper analyzes the marketing problems faced by company A, and finds out the solution to the current problems in order to enhance the competitiveness of company A in the whole pharmaceutical industry.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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