（草晶华）中药破壁饮片市场营销策略研究

发布时间：2018-05-16 02:14

本文选题：(草晶华)(草晶华)中药破壁饮片 + PEST分析法　；参考：《广州中医药大学》2015年硕士论文

【摘要】：目的:(草晶华)(草晶华)中药破壁饮片是由中山市中智药业集团有限公司研究并开发出来的一种新型中药饮片。该类产品是通过现代气流粉碎技术将传统中药饮片加工至D9045μm(300目以上)的粉体,再通过中智核心发明专利技术(不添加成型技术)制成30-100目的干燥颗粒状饮片。该类产品的最大的特点是与原传统饮片的物质基础完全一致,是传统中医药理论现代应用的有效形式,具有安全,高效,天然,使用便捷等优点,是目前市场比较受欢迎的安全养生产品。(草晶华)(草晶华)中药破壁饮片自2011年进入市场销售以来,经历了一个边试点边推广的摸索销售过程。由于缺乏对产品对市场的深刻分析和定位,未形成系统和完整的(草晶华)中药破壁饮片的营销策略,加之产品规格不全,渠道网络不完善,营销队伍建设时间短等原因,产品市场占有率低。因此,如何制定出适合(草晶华)中药破壁饮片的市场营销策略,提高产品市场占有率,显得尤为重要。方法:本项目首先展开文献研究,从国内中药宏观环境、中药饮片市场现状、(草晶华)中药破壁饮片产品特征、营销策略理论的进展进行综述分析;进而通过PEST分析法、SWOT分析法,展开对(草晶华)中药破壁饮片市场内外部环境进行分析探讨;通过STP分析法对产品市场进行定位分析,针对分析中发现的问题或关键要素制定因应措施,进而设计(草晶华)中药破壁饮片的初步营销组合策略;指导试点单位展开营销实践验证和修订初步营销组合策略,在此基础上放大市场应用,对营销实践结果做出进一步分析评估,最后确认(草晶华)中药破壁饮片的营销组合策略。成果:首次建立了新兴产品(草晶华)中药破壁饮片的营销组合策略(4P+2)。具体营销组合策略为:通过将组合销售为单品销售的产品策略;抓住消费者心理价位,以高端产品进行定位,制定比消费者心理价位略高的价格策略;以全国百强连锁、地市级主流连锁为主渠道策略;配合全员培训、终端陈列和终端试饮的促销策略;借助西普会、药店联盟、官网等平台进行品牌建设以及通过引入阶梯式人才队伍(硕士、学士、专科等不同专业受教育程度),打造专业素质强,结构稳定的营销团队。最终形成(草晶华)中药破壁饮片(4P+2)营销组合策略。"满足需求"到"创造需求"的转变。通过终端试饮等"体验式营销",与消费者进行沟通,了解客户需求,进行消费者教育,灌输养生保健理念,使消费者从被动接收养生知识转变为主动养生,营销方式从"满足客户需求""提升至"创造客户需求"。结论:本研究建立的(草晶华)中药破壁饮片营销组合策略(4P+2)比较适合(草晶华)中药破壁饮片营销推广,取得了较好的成效,对提高产品市场占有率有非常直观的效果。希望通过本文的的分析与研究,能够帮助(草晶华)中药破壁饮片在产品的定位和营销策略制定上提供一套科学的方法,希望能对处在产品上市销售初期的国内中药制药企业在市场营销策略方面提供一定的参考和借鉴作用。
[Abstract]:Objective: (Cao Jinghua) (Cao Jinghua) (Cao Jinghua) a new Chinese herbal decoction developed by Zhongshan Zhongzhi Pharmaceutical Group Co., Ltd., which is a new Chinese herbal medicine developed by Zhongzhi Pharmaceutical Group Co., Ltd., which is used to process traditional Chinese medicine slices to D9045 mu m (more than 300 orders) by modern airflow pulverization technology, and then invent patent technology through the core of Zhongzhi (not added) Molding technology) made into 30-100 dry granular beverage. The biggest characteristic of this kind of product is completely consistent with the material base of traditional traditional Chinese medicine. It is an effective form of traditional Chinese medicine theory modern application. It is safe, efficient, natural and easy to use. It is a popular safe health care product in the front of the market. (Cao Jinghua) (Cao Jinghua) Cao Jinghua) the Chinese traditional Chinese medicine broken pieces have gone through the market sale since 2011, and have experienced a groping sale process which has been popularized by the pilot side. Because of the lack of deep analysis and positioning of the products to the market, the marketing strategy of the traditional Chinese medicine broken pieces is not formed and complete (Cao Jinghua), and the product specifications are not complete, the channel network is imperfect and marketing. Because of the short construction time of the team, the market share of the product is low. Therefore, it is very important to develop a marketing strategy suitable for (Cao Jinghua) Chinese medicine to break the wall and improve the market share of the product. Method: first of all, this project begins with literature research, from the macro environment of Chinese medicine, the current situation of Chinese herbal medicine market, and the wall of Chinese medicine (Cao Jinghua). The characteristics of the product and the development of the marketing strategy are summarized and analyzed, and then the internal and external environment of the Chinese traditional Chinese medicine market is analyzed by PEST analysis and SWOT analysis, and the product market is analyzed by the STP analysis method, and the corresponding measures are made to the problems found in the analysis or the key elements. And then design the initial marketing combination strategy of (Cao Jinghua) Chinese herbal medicine broken pieces; to guide the pilot units to carry out marketing practice verification and to amend the initial marketing combination strategy, on this basis, enlarge the market application, make further analysis and evaluation on the marketing practice results, and finally confirm the marketing combination strategy of the Chinese herbal medicine broken pieces of Chinese medicine (Cao Jinghua). The marketing combination strategy (4P+2) was established for the first time. The specific marketing combination strategy was: through the product strategy of selling the combination as a single product; taking the consumer psychological price, positioning with the high-end products, making the price strategy that is slightly higher than the consumer psychological price; The main channel strategy in the city level is the main channel, with the whole staff training, the terminal display and the terminal trial sales promotion strategy, with the help of the CP, the drugstore alliance, the official network and other platforms, and through the introduction of the ladder type talent team (Master, bachelor, specialist and other specialties), to build a professional and stable marketing group. The team finally formed a marketing combination strategy of Chinese traditional Chinese medicine (4P+2). "Meet demand" to "create demand". Through "experiential marketing", such as terminal trial drinking, communication with consumers, understanding of customer needs, conducting consumer education, instilling the concept of health care, and transforming the consumer from passive health care to active support In this study, the marketing combination strategy (4P+2) established by this study (Cao Jinghua) is suitable for the marketing of Chinese traditional Chinese medicine (Cao Jinghua), which has achieved good results and has a very direct effect on improving the market share of the product. The analysis and research of this article can help (Cao Jinghua) a set of scientific methods for the positioning and marketing strategy of the Chinese traditional Chinese medicine, hoping to provide some reference and reference for the marketing strategy of Chinese traditional Chinese medicine pharmaceutical enterprises at the beginning of the sale of the products.

【学位授予单位】：广州中医药大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72

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