SDCX公司化学药品市场开发战略研究

发布时间：2018-06-04 10:15

本文选题：化学药品 + 市场开发　；参考：《山东理工大学》2016年硕士论文

【摘要】：随着改革开放的深入推进和社会主义市场经济的深入发展,我国的市场机制和医药卫生体制也在不断的改革与完善,医药行业间的竞争也日趋激烈。近几年,SDCX公司收入增速有所下滑,实际销售收入与年初销售目标差距较大,单品种销量过亿的目标仍未实现突破,市场开发和营销能力已经成为制约企业发展的短板。在新医疗体制改革的深入发展和市场竞争日趋激烈化、规范化的背景下,加快提升企业市场开发和营销能力便成为摆在企业高层管理者和销售部门面前的重要战略问题。因此,本文拟通过综合运用战略管理和市场营销的相关理论对SDCX药业股份有限公司的市场开发战略进行研究,尝试将营销理论运用到医药企业管理实践中,有助于进一步丰富市场营销和战略管理理论体系。本文通过分析SDCX公司的内外部环境特点,提出该公司未来的市场开发战略体系和战略实施建议,希望对其提高市场占有率和产品销量的战略提供实际的借鉴意义。本文首先对市场开发的相关理论进行了梳理,包括PEST分析法、波特五力竞争结构、SWOT分析法;其次,对SDCX公司概况及化学药品市场开发战略环境进行了分析,并通过利用SWOT分析研究企业外部环境带来的机会和威胁,公司内部环境所具有的优势和劣势;再次,在环境分析基础上,制定了SDCX公司化学药品的市场开发战略,包括纵深开发二/三级医院销售市场,积极收购布局OTC药店销售网络,开发第三终端及拓展海外市场;最后,提出SDCX公司市场开发战略实施的保障措施,即塑造企业品牌特色,争取当地政府更多支持与政策倾斜,规范和完善市场管理体系,建立药企间战略联盟,加快化学药品产学研新模式,完善营销信息系统和电子销售网络,加强内部营销团队建设。通过以上研究,为SDCX公司化学药品市场开发提供依据和参考,并力求为类似公司以后制定医药市场开发战略提供一种分析思路和分析方法。
[Abstract]:With the deepening of reform and opening up and the further development of socialist market economy, the market mechanism and medical and health system of our country are constantly reformed and perfected, and the competition among the pharmaceutical industry is becoming more and more fierce. In recent years, the growth rate of SDCX company's income has declined, the actual sales revenue has a big gap with the sales target at the beginning of the year, and the target of selling more than 100 million per product has not yet achieved a breakthrough, and the market development and marketing ability has become a short board that restricts the development of enterprises. Under the background of the deepening development of the new medical system reform and the increasingly fierce market competition, speeding up the promotion of the market development and marketing ability of the enterprises becomes an important strategic issue facing the senior managers and sales departments of the enterprises. Therefore, this paper intends to study the market development strategy of SDCX Pharmaceutical Co., Ltd. through the comprehensive application of the relevant theories of strategic management and marketing, and try to apply the marketing theory to the management practice of pharmaceutical enterprises. It is helpful to enrich the theoretical system of marketing and strategic management. Based on the analysis of the internal and external environmental characteristics of SDCX Company, this paper puts forward the future market development strategy system and strategic implementation suggestions of the company, hoping to provide practical reference significance for the strategy of increasing market share and product sales volume. In this paper, firstly, the relevant theories of market development are analyzed, including PEST analysis, Porter's five-force competitive structure and SWOT analysis. Secondly, the general situation of SDCX Company and the strategic environment of chemical market development are analyzed. And through the use of SWOT analysis to study the opportunities and threats brought by the external environment, the advantages and disadvantages of the company's internal environment. Thirdly, based on the analysis of the environment, the market development strategy of the chemical products of SDCX Company is established. Including the deep development of the second / third level hospital sales market, the active acquisition and layout of the OTC drugstore sales network, the development of the third terminal and the expansion of overseas markets, and finally, the measures to ensure the implementation of the market development strategy of SDCX, that is, to shape the brand characteristics of the enterprise, To strive for more support and policy support from local governments, standardize and improve the market management system, establish strategic alliances between pharmaceutical companies, speed up the new model of chemical industry, education and research, and improve marketing information systems and electronic sales networks, Strengthen internal marketing team building. Through the above research, this paper provides the basis and reference for the chemical market development of SDCX Company, and tries to provide a kind of analysis thought and method for the similar company to formulate the pharmaceutical market development strategy in the future.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.72

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